Estonia’s New Car Market Shows Strong Growth in January 2026

To gain a more realistic picture, it is useful to compare the figures with 2023 and 2024. In January 2023, 1,790 cars were registered, meaning the current result is 24% lower. In January 2024, registrations reached 1,588 cars, so January 2026 is 14% below last year.

These figures show that the market is improving and can even be described as recovering. However, it would be premature to draw far-reaching conclusions based on a single month. Dealers often shift December sales into January, and this may also have happened this year. One thing is certain: the car market has changed in recent years – where sellers once dominated, buyers now hold the power.

January Brand Rankings – Who Won, Who Lost?

Top three manufacturers in January:

1. Škoda – 254 cars
2. Toyota – 158 cars
3. Renault – 137 cars

Škoda sold 254 cars in January, achieving a 19% market share and a clear victory, outselling second-placed Toyota by 96 vehicles. Toyota registered 158 new cars, securing a 12% market share. The gap between second and third place was much smaller, with Renault taking third position with 137 cars and a 10% market share.

Compared with January last year, Škoda recorded growth of 331% and Renault surged by 585%. Toyota’s increase was more modest at 11%.

Best-Selling Models in January

Top three models in January:

1. Škoda Kodiaq – 103 cars
2. Škoda Octavia – 95 cars
3. Kia Sportage – 55 cars

Škoda achieved a one-two finish among models, with the Kodiaq leading at 103 units and the Octavia close behind with 95. Third place went to the Kia Sportage with 55 units sold.

Year on year, both Škoda models showed strong growth – the Kodiaq rose by 243% and the Octavia by an impressive 400%. The Kia Sportage also grew, though less sharply than the Škodas.

January Electric Vehicle Statistics

A total of 76 electric vehicles were sold in January, eight more than in December.

Top electric brands in January:

1. Toyota – 10 cars
2. BYD / Porsche / Tesla – 8 cars each

Competition among EV brands was extremely close. Toyota led with 10 cars, while BYD, Porsche and Tesla shared positions two to four with eight units each.

Most popular electric models in January:

1. Toyota bZ4X – 9 cars
2. Tesla Model Y – 7 cars
3. Porsche Macan – 4 cars

For the second month in a row, the Toyota bZ4X was the most popular EV, with nine units sold and a 12% market share. The Tesla Model Y followed with seven cars (9% share), improving its position compared with December. Third place went to the Porsche Macan with four cars (5% share).

Surprising Fuel Mix

In January 2026, registrations by powertrain were as follows:

• Electric: 76
• Hybrid: 814
• Petrol: 292
• Diesel: 186

Compared with January last year, the share of electric vehicles fell by 8%, while hybrids increased by 144%, petrol cars by 256%, and diesel cars by a remarkable 431%. Half of all registered diesel vehicles were Škodas and Volkswagens.

 

Explore the selection of Škoda Kodiaq on our portal.
Explore the selection of Škoda Octavia on our portal.
Explore the selection of Kia Sportage on our portal.