These are not normal times for America's pickup truck market.
The best-selling pickup truck line, Ford's F-Series, is now entering a transition phase many months after potential customers first witnessed its aluminum-intensive replacement.
Toyota, long a minor player in the full-size category, refreshed its Tundra and continues to achieve notable sales increases, though with gradually less impressive growth figures.
GM's twins last combined to outsell the Ford F-Series in 2009. They should still seem fresh, but to many the redesign wasn't, in visual terms, sufficiently differentiated from the GMT900 models. Through the first seven months of 2014, the Chevrolet Silverado and GMC Sierra trail the Ford F-Series by 35,610 units.
| Truck | July 2014 Share | July 2013 Share | 7 mos. 2014 Share | 7 mos. 2013 Share |
| Ford F-Series | 37.2% | 37.4% | 37.7% | 39.3% |
| Chevrolet Silverado/GMC Sierra | 35.1% | 36.3% | 34.6% | 35.7% |
| Ram P/U | 21.0% | 19.4% | 21.0% | 18.5% |
| Toyota Tundra | 6.1% | 6.1% | 6.0% | 5.6% |
| Nissan Titan | 0.6% | 0.7% | 0.7% | 0.9% |
| — | — | — | — | — |
| Full-Size Share Of Total Pickup Truck Market | 89.3% | 87.5% | 89.1% | 87.2% |
| Full-Size Pickup Share Of Total Industry | 11.8% | 12.3% | 11.8% | 11.9% |
Ram has placed a six-cylinder diesel in their 1500-series lineup alongside a naturally-aspirated six-cylinder which generates more than 300 horsepower.
There are currently only three non-full-size pickups available: Toyota Tacoma, Nissan Frontier, Honda Ridgeline.
The Tacoma is America's fourth-best-selling pickup nameplate, yet despite the dearth of competition Tacoma sales are down 7% this year and it accounts for just 6.9% of all pickups sold, down from 7.6% during the first seven months of 2013. The forthcoming arrival of the Chevrolet Colorado and GMC Canyon, will presumably alter the field on which the Tacoma and Frontier have been farming.
This isn't 2005, when American Honda reported its first 42,000 Ridgeline sales; when Isuzu began selling its i-Series pickups and Mitsubishi its Raider; when Lincoln sold more than 10,000 Mark LTs; when Subaru marketed the Baja and GM sold the retractable hardtop Chevrolet SSR. (When, incidentally Subaru and GM were ending their bizarre relationship.)
Not unpredictably, Ford has seen its F-Series lose market share in 2014. Year-over-year, GM's share of the full-size pickup segment slid from 36.3% to 35.1% in July 2014; GM's year-to-date share has decreased by more than a percentage point.
Ram is the clear beneficiary, rising from 19.4% in July 2013 to 21% in July 2014; increasing its year-to-date tally from 18.5% during the first seven months of 2013 to 21% in the same period this year.
The Ram pickup range has increased its volume by 37,848 units over the first seven months of 2014 in a category that has only grown by 47,934 units.
Reported sales of full-size pickup trucks are growing, but not quite at the pace of the overall auto market. These six truck nameplates generated 123 out of every 1000 new vehicle sales in July 2013, but that figure fell to 118/1000 in July 2014.
The times are not normal; neither are they extraordinary. Think back again to the valley through which the automobile industry was passing in 2009, when the Silverado/Sierra last generated greater U.S. sales volume than the F-Series. In the whole calendar year GM reported barely more than 428,000 sales. Ford has sold more than 429,000 F-Series pickups already this year.
| Truck | July 2014 | July 2013 | % Change | 7 mos. 2014 | 7 mos. 2013 | % Change |
| Ford F-Series | 63,240 | 60,449 | 4.6% | 429,065 | 427,935 | 0.3% |
| Chevrolet Silverado | 42,097 | 42,080 | 0.1% | 282,776 | 284,666 | -0.7% |
| Ram P/U | 35,621 | 31,314 | 13.8% | 239,481 | 201,633 | 18.8% |
| GMC Sierra | 17,488 | 16,582 | 5.5% | 110,679 | 104,215 | 6.2% |
| Toyota Tundra | 10,312 | 9,820 | 5.0% | 68,299 | 61,385 | 11.3% |
| Nissan Titan | 1,072 | 1,168 | -8.2% | 7,488 | 10,020 | -25.3% |
| — | — | — | — | — | — | — |
| Total | 169,830 | 161,413 | 5.2% | 1,137,788 | 1,089,854 | 4.4% |
The post Cain's Segments: Trucks – July 2014 appeared first on The Truth About Cars.
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