New Car Sales in the US 2025
The American automotive marketplace continues showing resilience throughout 2025, with monthly sales patterns revealing both opportunities and challenges for manufacturers and dealers. The first eight months have demonstrated consistent consumer demand despite ongoing affordability concerns and shifting preferences toward electric vehicles. Market analysts track these trends through seasonally adjusted annual rates, which provide insights into long-term industry health beyond monthly fluctuations.
Industry data from multiple sources including government databases and automotive research firms paint a picture of a market in transition. Traditional combustion engine vehicles still dominate sales volumes, but the growing electric vehicle segment is reshaping competitive dynamics. Understanding current statistics helps dealers, manufacturers, and consumers make informed decisions in this evolving landscape that balances innovation with practical consumer needs.
Interesting Facts and Latest Statistics About New Car Sales in the US 2025
Key Metric | Value/Data | Period |
---|---|---|
Total Vehicle Sales (SAAR) | 16.10 million units | August 2025 |
July 2025 Sales (SAAR) | 16.40 million units | July 2025 |
August Sales Volume | 1.46 million units | August 2025 |
Battery Electric Vehicle (BEV) Market Share | 10.0% | August 2025 |
BEV Market Share July | 9.0% | July 2025 |
Year-over-Year Growth August | 2.3% increase | August 2025 |
YoY Growth Rate (NADA Data) | 6.1% increase | August 2025 |
First Half 2025 Growth | 3.2% increase | H1 2025 |
Q2 2025 Growth | 2.3% increase | Q2 2025 |
EV Sales Growth YoY | 23% increase | August 2025 |
Full-Year 2025 Forecast | 16.02 million units | Projected 2025 |
Data Sources: Federal Reserve Economic Data (FRED) St. Louis Fed, S&P Global Mobility, Cox Automotive, National Automobile Dealers Association (NADA), MarkLines Automotive Industry Portal, Trading Economics
The latest statistics reveal fascinating dynamics in the new car sales market for 2025. August sales reached 1.46 million units, translating to a seasonally adjusted annual rate of 16.10 million vehicles. This represents solid performance compared to the previous month’s 16.40 million SAAR, though slightly below July’s pace. The year-over-year comparison shows encouraging growth, with different tracking organizations reporting increases between 2.3% and 6.1% depending on methodology and data compilation approaches.
Perhaps most striking is the surge in electric vehicle adoption, with battery electric vehicles capturing a record 10.0% market share in August. This milestone reflects multiple factors including expiring federal tax credits that motivated consumers to purchase before the September 30th deadline. The 23% year-over-year increase in EV sales demonstrates accelerating acceptance of electric powertrains among American buyers. However, analysts note that inventory constraints and the end of certain incentives may moderate this growth in subsequent months, making Q3 performance particularly important for understanding sustainable EV demand levels.
Monthly New Car Sales Performance in the US 2025
Month | Sales Volume (Units) | SAAR (Million Units) | BEV Market Share | Notable Trend |
---|---|---|---|---|
January 2025 | 1,172,865 | 15.50 | 7.0% | Post-holiday recovery |
February 2025 | 1,227,719 | 15.50 | 7.1% | Stable momentum |
March 2025 | 1,490,745 | 18.28 | 8.2% | Spring sales surge |
April 2025 | 1,432,493 | 17.74 | 8.5% | Strong Q2 start |
May 2025 | 1,485,467 | 16.06 | 7.0% | Consistent demand |
June 2025 | 1,271,855 | 15.77 | 7.5% | Quarter-end push |
July 2025 | 1,330,000 (est.) | 16.40 | 9.0% | Pre-incentive buying |
August 2025 | 1,459,369 | 16.10 | 10.0% | Record BEV share |
Data Sources: GoodCarBadCar.net, S&P Global Mobility, MarkLines Automotive Industry Portal, FRED St. Louis Fed
Monthly performance throughout 2025 reveals significant seasonal patterns and external factors influencing consumer behavior. The strongest single month was March with 1.49 million units sold, benefiting from favorable spring weather conditions and year-end model clearances. This peak translated to an impressive 18.28 million SAAR, the highest reading of the year so far. Following typical industry patterns, sales moderated in subsequent months but maintained healthy volumes above the critical 15 million unit threshold that industry analysts consider necessary for sustainable manufacturer profitability.
The progression of electric vehicle market penetration tells an equally compelling story. Starting at approximately 7% in early 2025, BEV share climbed steadily through summer months, reaching 9% in July before jumping to the historic 10% milestone in August. This acceleration correlates directly with the impending expiration of federal EV tax credits on September 30th, creating urgency among price-conscious buyers. Dealers reported increased foot traffic specifically for electric models during July and August, with some brands experiencing inventory shortages of popular EV configurations. The sustainability of this elevated market share remains a key question for Q4 performance, as incentive-driven demand typically creates pull-ahead effects that can depress subsequent period sales.
New Car Sales by Vehicle Type in the US 2025
Vehicle Category | Estimated Market Share | Growth Trend YoY | Key Drivers |
---|---|---|---|
Pickup Trucks | 22-24% | Stable to slight increase | Commercial use, lifestyle appeal |
SUVs (All Sizes) | 50-52% | Growing | Versatility, family preferences |
Sedans | 18-20% | Declining | Shifting consumer tastes |
Electric Vehicles (BEVs) | 7-10% | +23% growth | Incentives, charging infrastructure |
Minivans | 2-3% | Stable | Family transportation needs |
Sports Cars | 1-2% | Declining | Niche market segment |
Data Sources: Industry analysis from S&P Global Mobility, Cox Automotive, automotive sales tracking services
Vehicle type preferences continue the long-term shift toward light trucks that has characterized the American market for over a decade. SUVs maintain dominance with over 50% market share, serving buyers across all price points from entry-level compact crossovers to luxury three-row models. This category’s strength reflects practical considerations including cargo space, perceived safety benefits from higher seating positions, and available all-wheel-drive systems that appeal to buyers in diverse geographic regions. Manufacturers have responded by expanding SUV lineups while reducing sedan offerings, with several brands eliminating car models entirely except for a few high-volume or prestige nameplates.
Pickup trucks hold steady at approximately 22-24% of the market, driven by both commercial purchases and personal use buyers attracted to capability and towing capacity. The full-size truck segment remains intensely competitive among domestic manufacturers, with the Ford F-Series, Chevrolet Silverado, and Ram pickup consistently ranking among top-selling vehicles. Meanwhile, the traditional sedan segment continues contracting to 18-20% market share, though certain models like the Toyota Camry and Honda Accord maintain strong individual performance. The most dramatic growth story belongs to battery electric vehicles, which have expanded from fringe status to approaching 10% of total sales in peak months. This represents the fastest category growth rate and signals a fundamental shift in powertrain preferences, though the long-term trajectory depends heavily on infrastructure development, battery technology improvements, and policy support beyond current incentive programs.
Best-Selling Vehicle Models in the US 2025
Rank | Vehicle Model | YTD Sales (Jan-Jun) | Category | Market Position |
---|---|---|---|---|
1 | Ford F-Series | 412,858 units | Full-size pickup | Industry leader |
2 | Chevrolet Silverado | 289,252 units | Full-size pickup | Strong second |
3 | Toyota RAV4 | 239,451 units | Compact SUV | Top SUV seller |
4 | Ram Pickup | 174,320 units | Full-size pickup | Competitive position |
5 | Toyota Camry | 156,330 units | Midsize sedan | Leading sedan |
6 | GMC Sierra | 169,182 units | Full-size pickup | Premium truck option |
7 | Honda CR-V | 212,561 units | Compact SUV | High-volume performer |
8 | Tesla Model Y | 77,400 units (est.) | Electric SUV | Top EV seller |
9 | Toyota Corolla | 120,052 units | Compact sedan | Value leader |
10 | Chevrolet Equinox | 129,889 units | Compact SUV | Mainstream choice |
Data Sources: GoodCarBadCar.net sales tracking data through June 2025
The competition for sales leadership remains intense across all segments, with the Ford F-Series defending its decades-long position as America’s best-selling vehicle. Through the first half of 2025, F-Series trucks accumulated 412,858 deliveries, maintaining a substantial lead over rivals. This performance reflects not just consumer preference but also Ford’s diverse trim level strategy spanning work-focused models to luxury variants exceeding $80,000. The F-Series success demonstrates enduring demand for full-capability trucks despite rising prices and fuel efficiency concerns, with fleet purchases providing a stable sales foundation supplemented by strong retail buyer loyalty.
The SUV and crossover segments showcase the breadth of consumer choice driving this category’s market dominance. The Toyota RAV4 leads all SUV models with nearly 240,000 sales, appealing to buyers seeking reliability, available hybrid powertrains, and strong resale values. Close behind, the Honda CR-V delivers over 212,000 units, competing on similar attributes of practicality and durability. These compact SUVs have effectively replaced midsize sedans for many families, offering comparable fuel economy with significantly more cargo flexibility. Meanwhile, Tesla’s Model Y emerges as the clear electric vehicle sales leader, outpacing all other BEVs by substantial margins. Its combination of performance, technology features, and Tesla’s charging network advantage creates a compelling package that traditional automakers struggle to match, though intensifying EV competition from established brands may narrow this gap as more models launch with comparable capabilities at competitive prices.
Electric Vehicle Sales Trends in the US 2025
EV Metric | Q1 2025 | Q2 2025 | July-Aug 2025 | YoY Change |
---|---|---|---|---|
BEV Market Share | 7.0-7.3% | 7.5-8.5% | 9.0-10.0% | +23% growth |
Tesla Total Sales | 40,567 units | 68,000+ units | 65,000+ units (est.) | Moderate growth |
Non-Tesla BEV Sales | Growing share | Increasing | Accelerating | +30%+ growth |
Hybrid Vehicle Sales | Strong demand | Sustained interest | Continued growth | Double-digit increase |
PHEV Market Share | 2-3% | 2.5-3% | 3% | Stable to growing |
Data Sources: S&P Global Mobility, industry EV sales tracking, manufacturer reports through August 2025
Electric vehicle adoption accelerated notably during summer 2025, driven by a perfect storm of factors including expiring federal tax credits, expanded model availability, and improving charging infrastructure. The jump from 7% market share in early 2025 to 10% in August represents the most rapid quarterly increase since EVs achieved mainstream availability. However, this surge must be understood in context—the September 30th deadline for the existing $7,500 federal EV tax credit created artificial urgency that may not reflect organic demand levels. Dealers reported customers explicitly mentioning the incentive expiration as their primary purchase timing motivation, suggesting potential weakness in September and Q4 as the pull-ahead effect runs its course.
The competitive landscape within the EV segment is shifting as traditional automakers ramp up electric offerings. Tesla maintains clear market leadership but faces increasing pressure from brands like Hyundai (Ioniq 5/6), Ford (Mustang Mach-E, F-150 Lightning), and GM (various models). The 23% year-over-year growth in total BEV sales masks more dramatic changes in brand-level market share, with non-Tesla manufacturers growing at rates exceeding 30% in some cases. This diversification benefits consumers through increased choice and competition that moderates pricing. Additionally, hybrid vehicles continue strong sales growth, appealing to buyers seeking efficiency improvements without range anxiety concerns. The combined electrified vehicle segment (BEVs, PHEVs, and hybrids) now represents approximately 20% of new vehicle sales, a threshold that industry analysts view as critical for long-term sustainability of manufacturing and infrastructure investments. Whether this momentum continues depends heavily on post-incentive demand patterns, battery cost reductions, and continued expansion of DC fast-charging networks in underserved regions.
Manufacturer Market Share Performance in the US 2025
Manufacturer Group | Estimated Market Share | YoY Trend | Key Models Contributing |
---|---|---|---|
General Motors | 16-17% | Stable | Silverado, Equinox, Tahoe, Sierra |
Ford Motor Company | 13-14% | Stable to slight decline | F-Series, Explorer, Escape |
Stellantis | 10-11% | Declining | Ram, Jeep Wrangler, Grand Cherokee |
Toyota Motor | 14-15% | Growing | RAV4, Camry, Tacoma, Highlander |
Honda | 8-9% | Stable | CR-V, Civic, Accord |
Hyundai-Kia | 10-11% | Growing | Tucson, Sportage, Palisade, Telluride |
Tesla | 3-4% | Growing | Model Y, Model 3 |
Nissan | 6-7% | Declining | Rogue, Altima, Sentra |
Subaru | 3-4% | Stable | Outback, Forester, Crosstrek |
All Others | 15-17% | Mixed | Various luxury and specialty brands |
Data Sources: Automotive industry sales reports, manufacturer disclosures, market analysis firms
Market share battles among major manufacturers reveal shifting fortunes as consumer preferences evolve and product portfolios age or refresh. General Motors maintains its position as America’s largest automaker through strong performance across its Chevrolet, GMC, Buick, and Cadillac brands, with particular strength in full-size trucks and SUVs that command premium pricing and profit margins. GM’s transition toward electric vehicles, including launches of the Equinox EV and Silverado EV, positions the company for long-term competitiveness though execution challenges remain in matching Tesla’s software integration and charging experience.
Toyota continues gaining ground with approximately 14-15% market share, driven by legendary reliability reputation and strong hybrid vehicle offerings that appeal to efficiency-conscious buyers hesitant about pure electric vehicles. The RAV4’s dominance in the crucial compact SUV segment provides Toyota with both volume and profitability, while models like the Tacoma and Tundra give the brand competitiveness in the truck segment long dominated by American manufacturers. Meanwhile, Stellantis faces market share pressure as its Jeep brand struggles with aging product designs and quality concerns that have undermined traditionally strong resale values. The Ram pickup performs well but faces intense competition, and the company’s limited electric vehicle portfolio creates risk as regulatory pressures increase. Hyundai-Kia emerges as a growth story, leveraging attractive styling, comprehensive warranties, and competitive pricing to win buyers across multiple segments. Their electric vehicle offerings—particularly the Ioniq 5 and EV6—have earned strong reviews and provide alternatives to Tesla that appeal to buyers preferring traditional dealer experiences. This Korean manufacturer group’s 10-11% combined market share represents significant gains over the past decade and threatens established players who have lost touch with mainstream buyer priorities.
Regional New Car Sales Variations in the US 2025
Region | Market Characteristics | Popular Segments | Growth Pattern |
---|---|---|---|
Northeast | Dense population, shorter ranges | Compact cars, compact SUVs | Moderate growth |
Southeast | Warm climate, suburban growth | SUVs, pickups (personal use) | Above-average growth |
Midwest | Manufacturing base, harsh winters | Trucks, AWD vehicles | Stable performance |
Southwest | Warm climate, sprawling metros | SUVs, trucks (work use) | Strong growth |
West Coast | EV adoption leaders, strict emissions | Electric vehicles, hybrids, luxury | Mixed performance |
Data Sources: Regional automotive market analysis, dealer association reports, demographic sales patterns
Regional variation in vehicle preferences and sales volumes reflects geography, climate, economic conditions, and cultural factors that create distinct automotive micro-markets across the country. The West Coast leads in electric vehicle adoption, with California alone accounting for approximately 35% of all US BEV sales despite representing roughly 12% of the national population. This concentration reflects multiple factors including state-level incentives, stricter emissions regulations, extensive charging infrastructure in urban areas, and cultural values that prioritize environmental considerations. However, this same region faces challenges from high living costs and economic uncertainty affecting luxury vehicle sales that traditionally performed strongly in coastal markets.
The Southwest and Southeast regions demonstrate robust growth driven by population migration, business-friendly climates, and relatively affordable housing that supports vehicle ownership. These Sun Belt states show particular strength in pickup truck and large SUV sales, serving both commercial users in growing construction and energy sectors plus personal buyers attracted to capability and space. Climate advantages eliminate weather-related concerns that complicate EV adoption in northern states, though hot summers do stress battery systems and reduce efficiency. Meanwhile, Midwest markets remain stable despite population stagnation, anchored by manufacturing employment and agricultural economies that sustain truck demand. The region’s harsh winters favor all-wheel-drive systems and create skepticism about EV cold-weather performance, though improving battery technology gradually addresses these concerns. Understanding these regional dynamics helps manufacturers allocate inventory and tailor marketing approaches, while dealers adjust their stocking strategies to match local preferences rather than treating the US as a monolithic market.
Financing and Affordability Trends in the US 2025
Financial Metric | Current Level | YoY Change | Impact on Sales |
---|---|---|---|
Average Transaction Price | $47,000-$49,000 | +2-3% increase | Affordability pressure |
Average Interest Rate | 7.0-7.5% | Relatively stable | Higher than historical norms |
Average Loan Term | 68-70 months | Slightly increasing | Monthly payment management |
Lease Penetration | 22-25% | Declining from 2024 | Reduced affordability option |
Days to Turn | 45-50 days | Normalizing | Healthy inventory levels |
Incentive Spending | $2,000-$2,500 avg | Moderate levels | Selective promotional activity |
Data Sources: Automotive financing industry reports, Kelley Blue Book, Cox Automotive, dealer association data
Affordability remains the central challenge facing the automotive market in 2025, with average transaction prices hovering near $48,000 putting new vehicles out of reach for many American households. While prices have stabilized after pandemic-era spikes, they remain elevated compared to historical norms when adjusted for inflation and wage growth. Combined with interest rates in the 7-7.5% range, monthly payments for the average new vehicle now exceed $750, consuming a significant portion of median household income and forcing buyers to make difficult trade-offs between vehicle choice, loan terms, and down payment amounts.
Manufacturers and dealers respond to affordability pressures through various strategies with mixed effectiveness. Loan terms have extended to 68-70 months on average, with 72 and 84-month financing increasingly common, allowing buyers to qualify for more expensive vehicles by spreading costs over longer periods. However, this creates risks including negative equity situations where loan balances exceed vehicle values, particularly if buyers trade vehicles before loan completion. Incentive spending remains moderate compared to pre-pandemic levels when aggressive rebates and low-interest financing were routine, reflecting manufacturers’ desire to preserve pricing power amid ongoing demand. Meanwhile, lease penetration has declined as higher interest rates and strong used vehicle values make lease payments less attractive compared to purchase financing. This reduction in lease availability particularly affects luxury brands that historically depended on leasing to make expensive vehicles accessible to monthly-payment-focused buyers. The combination of these factors explains why sales volumes, while healthy, remain below the 17 million unit levels considered optimal for the industry’s capacity utilization and employment, creating pressure for more creative financing solutions or price reductions that manufacturers resist implementing.
Used Vehicle Market Impact on New Car Sales in the US 2025
Used Market Factor | Current Situation | Effect on New Sales |
---|---|---|
Used Vehicle Prices | Declining from peaks, stabilizing | Competitive pressure on new sales |
Used Vehicle Inventory | Normalizing levels | Increased buyer options |
Certified Pre-Owned Programs | Expanding offerings | Alternative to new purchases |
Average Used Vehicle Age | 12-13 years | Aging fleet drives replacement |
Used EV Availability | Increasing rapidly | Entry point for EV adoption |
Data Sources: Used vehicle market analysis firms, automotive pricing services, dealer reports
The used vehicle market exerts profound influence on new car sales dynamics, creating both competition and complementary demand patterns. Used vehicle prices declined approximately 10-15% from 2022 peaks but remain above pre-pandemic levels, creating a complex environment where trade-in values support new vehicle purchases but also make used vehicles more attractive alternatives. For buyers focused primarily on transportation rather than latest features, a three-year-old vehicle offers substantial savings—often $15,000-$20,000—compared to equivalent new models, though with higher mileage and less warranty coverage. This value gap particularly affects mainstream brand sales, as budget-conscious buyers find better per-dollar utility in recent used inventory.
The expanding supply of used electric vehicles represents a double-edged sword for EV adoption. On one hand, affordable used EVs like Nissan Leafs and early Tesla Model 3s introduce new buyers to electric driving, potentially creating future new EV customers as they upgrade. On the other hand, the same vehicles satisfy budget-conscious environmentally-focused buyers who might otherwise purchase new affordable EVs like the Chevy Bolt successor models. Battery degradation concerns historically dampened used EV values, but real-world data showing better-than-expected longevity has stabilized pricing and increased buyer confidence. Meanwhile, the average age of vehicles on US roads now exceeds 12 years, the oldest ever recorded, suggesting pent-up replacement demand that should support new vehicle sales as economic conditions improve. However, improved quality and durability mean vehicles remain functional longer, reducing urgency for replacement purchases and allowing buyers to delay decisions while waiting for better market conditions, technology improvements, or financial circumstances. This extended lifecycle fundamentally changes industry volume expectations, as the days of routine 3-4 year trade-in cycles have given way to vehicles regularly serving 10+ years before retirement, requiring manufacturers to plan around lower per-capita sales rates while capturing higher profits per transaction to maintain business viability.
Technology and Features Driving New Car Sales in the US 2025
Technology Category | Market Penetration | Buyer Priority | Impact on Purchase Decisions |
---|---|---|---|
Advanced Driver Assistance (ADAS) | 70-80% of new vehicles | High importance | Increasingly expected standard |
Infotainment Connectivity | Near-universal availability | Critical for younger buyers | Competitive differentiator |
Over-the-Air Updates | Growing (primarily EVs) | Moderate interest | Emerging purchase factor |
Advanced Safety Features | 60-70% availability | High importance for families | Insurance and safety benefits |
Autonomous Driving (Level 2+) | 30-40% availability | Mixed reception | Premium feature consideration |
Connected Services | Expanding rapidly | Variable by demographic | Subscription revenue opportunity |
Data Sources: Automotive technology market research, consumer preference surveys, vehicle feature analysis
Technology features increasingly influence purchase decisions as vehicles transform from purely mechanical products into sophisticated connected devices. Advanced Driver Assistance Systems (ADAS) including adaptive cruise control, lane-keeping assistance, and automatic emergency braking have transitioned from luxury options to expected standard features, with buyers often eliminating vehicles lacking these capabilities from consideration. Safety organizations including the Insurance Institute for Highway Safety (IIHS) reinforce this trend by incorporating ADAS performance into safety ratings, creating indirect pressure for universal adoption that benefits all road users through accident prevention.
The smartphone integration debate—Apple CarPlay versus Android Auto—reveals technology’s power to influence brand loyalty and purchase decisions. Surveys consistently show that over 70% of buyers consider seamless smartphone connectivity essential, with some willing to eliminate otherwise suitable vehicles that don’t support their preferred platform. Manufacturers walk a fine line between integrating third-party systems that buyers demand while developing proprietary interfaces to control the customer experience and enable subscription services. Tesla’s approach of eschewing CarPlay/Android Auto in favor of its integrated system works only because the company’s software quality and over-the-air update capabilities create confidence in long-term feature improvement, an advantage traditional automakers struggle to replicate given their legacy systems and supply chain constraints. Meanwhile, the subscription model for advanced features—exemplified by BMW’s heated seat subscription controversy and GM’s approach to Super Cruise—faces consumer resistance as buyers rebel against paying recurring fees for hardware already installed in vehicles they own. This tension between manufacturers’ desire for ongoing revenue streams and consumer expectations of outright ownership will shape industry business models throughout the decade, potentially influencing purchase decisions as buyers compare total cost of ownership including mandatory subscriptions versus one-time purchase prices for equivalent features from competitors.
Future Outlook
The new car sales market in the US faces a pivotal period as multiple transformative forces converge in late 2025 and into 2026. The expiration of the federal $7,500 EV tax credit on September 30th, 2025, will test whether electric vehicle momentum reflects genuine consumer acceptance or primarily incentive-driven demand. Analysts anticipate a temporary sales decline in Q4 2025 as pull-ahead effects dissipate, followed by gradual recovery dependent on continued battery cost reductions, charging infrastructure expansion, and manufacturer product improvements. The full-year 2025 projection of 16.02 million units positions the market well below the historically “normal” 17 million unit level, suggesting ongoing headwinds from affordability challenges, economic uncertainty, and shifting transportation alternatives including remote work reducing household vehicle needs.
Structural changes beyond short-term sales fluctuations will reshape the industry’s competitive landscape and business models. The accelerating shift toward SUVs and trucks continues marginalizing the sedan segment except for a few high-volume models and luxury offerings, with implications for manufacturing footprints, dealer facilities, and parts supply chains optimized around different vehicle architectures. Chinese manufacturers’ potential entry into the US market—whether through direct sales or partnerships—represents a wild card that could disrupt pricing structures and accelerate technology adoption if quality and reliability match established brands. Additionally, the subscription services and connected vehicle data opportunities create new revenue streams that manufacturers need to develop without alienating customers who resent ongoing charges for vehicle features. Successfully navigating these challenges requires balancing innovation with affordability, environmental responsibility with consumer preferences, and profitability with competitive necessity in a market where buyer expectations continuously evolve faster than traditional product development cycles can address, making the next several years critical for establishing sustainable positions in an industry undergoing its most fundamental transformation since mass production emerged over a century ago.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.