The article presents an overview of the development of the passenger vehicle sales market in Latvia and outlines related demand and supply problems. The authors have researched the development of the passenger vehicle sales market, have assessed the current situation in the market, have analyzed and made potential prognosis of the development of this sector in Latvia The article highlights the development trends of new first-registration passenger vehicles in the European Union and presents calculations of demand elasticity of new first-registration passenger cars in the Republic of Latvia depending on annual changes of GDP. Having analyzed the private vehicle sales market in Latvia, the authors have established trends, as well as have forecasted and defined prospects for the development of the market. The authors have also outlined the drawbacks of the sector and come up with proposals on how to improve the situation with the development of the passenger vehicle sales market in Latvia.