Puerto Rico auto sales fall 9% in 2025, GUIA reports
New vehicle sales in Puerto Rico totaled 110,983 units in 2025, a 9% decline from the 121,999 units sold in 2024, according to figures released by the United Automobile Importers Group, known as GUIA in Spanish.
The industry also recorded a modest contraction in December, when sales reached 11,451 units, down 1.75% from 11,655 units a year earlier. Retail sales accounted for 73.48% of December’s total, while fleet sales represented 26.5%.
For the full year, retail sales declined 10.3% compared with 2024 but continued to represent most demand, accounting for 89.4% of total sales. Fleet sales rose 3.77% year over year and made up 10.5% of total demand.
Outgoing GUIA President José Ordeix described 2025 as an atypical year for the industry, citing economic and regulatory pressures.
“2025 was an atypical year for the industry, marked by economic and regulatory factors that impacted the market, such as the new tariff policy on imported cars and components, which caused a price increase,” Ordeix said. “This, combined with the prevailing high financing rates, represented the most significant impact.”
He said the industry sought to mitigate the effect on consumers.
“The automotive industry made adjustments to avoid passing the full impact of the increased tariffs on to consumers, thus preventing a greater contraction,” Ordeix said, adding that discussions with the local government will be needed to improve vehicle affordability in 2026.
Looking ahead, GUIA commissioned a study by Estudios Técnicos Inc. projecting a baseline scenario of about 108,000 new vehicles sold in Puerto Rico in 2026. The estimate is subject to economic conditions in Puerto Rico and the United States, the flow of federal funds and other economic and commercial variables.
During its annual assembly, GUIA also announced its board of directors for the 2026-27 term. Rosángela Guerra of Ford was named chair, becoming the first woman to lead the organization. Dany Oliva of Toyota of Puerto Rico will serve as vice president, Madelene Nieves of Mitsubishi as treasurer and Ordeix as secretary.
“The new board of directors of GUIA takes on the challenge of continuing to address the structural factors that affect the automotive industry, a sector that generates thousands of jobs and will continue to be a pillar of the island’s economic development,” Ordeix said.
