By on September 4, 2014

2014-Ram-1500-diesel-grille-450x337In an auto market which somewhat unexpectedly grew 5.5% in August 2014, sales of full-size pickup trucks jumped 8.8%. This increase occurred in spite of 3006 fewer sales from the segment’s best-selling vehicle line, Ford’s F-Series, which is fading slightly as ordering for the new 2015 F-150 begins.

Ram’s truck range was up 33% to more than 40,000 units, the second time in six months that the Chrysler Group/FCA has sold more than 40,000 Ram pickups in a single month. Not since 2003 have this many Ram trucks been sold during the month of August. Year-over-year, Ram’s share of the full-size truck segment grew by more than four percentage points.

How has the Chrysler Group’s fortunes changed? Not since January 2010 have Ram truck sales been in the four-digit range. Only 9957 were sold that month. Ram averaged fewer than 17,000 pickup sales in 2010, a figure which has risen 113% to more than 35,000 monthly sales in 2014 during a period in which the overall market grew by approximately 45%.

Truck
August
2014
August
2013
%
Change
8 mos.
2014
8 mos.
2013
%
Change
Ford F-Series
68,109 71,115 -4.2% 497,174 499,050 -0.4%
Chevrolet Silverado
49,201 43,603 12.8% 331,977 328,269 1.1%
Ram P/U
43,775 33,009 32.6% 283,256 234,642 20.7%
GMC Sierra
19,847 18,017 10.2% 130,526 122,232 6.8%
Toyota Tundra
11,834 11,365 4.1% 80,133 72,750 10.1%
Nissan Titan
1,231 1,261 -2.4% 8,719 11,281 -22.7%
Total
193,997 178,370 8.8% 1,331,785 1,268,224 5.0%

Jointly, the Chevrolet Silverado and GMC Sierra outsold Ford’s F-Series by 939 units in August 2014. GM says they haven’t sold this many pickups during the month of August since 2008. Combined sales of the Silverado and Sierra were up 12.1%. GM’s market share in the full-size category rose to 35.6% from 34.5% one year ago and from 35.1% one month ago.

The Toyota Tundra’s growth rate has slowed noticeably now that we’re comparing year-over-year sales with a healthier period for the biggest Toyota pickup. The Tundra was up 13% in January, 8% in February, 25% in March, 24% in April, and 15% in May, before falling 8% in June (when total pickup truck volume slid 5%) and rising 5% in July. Tundra volume is up 10% through the first eight months of 2014.

Nissan, which sorely needs its new Titan to arrive to a warm reception of the brand is to ever again be thought of in the full-size category, is pickup up scraps leftover from the popular nameplates. Only 0.6% of buyers interested in a new full-size pickup opted for a Titan in August, down from 0.7% a year ago.

GM is reporting a relatively large number of orders for its new not-full-size pickups: 28,000 for the Colorado; 14,000 for the Canyon. Production of the smaller GM twins is underway. In August, however, small and midsize trucks (Tacoma, Frontier, Ridgeline) accounted for just 10.4% of the overall pickup truck segment, down from 11.6% one year ago.

Truck
August
2014
Share
August
2013
Share
8 mos.
2014
Share
8 mos.
2013
Share
Ford F-Series
35.1% 39.9% 37.3% 39.4%
Chevrolet Silverado/GMC Sierra
35.6% 34.5% 34.7% 35.5%
Ram P/U
22.6% 18.5% 21.3% 18.5%
Toyota Tundra
6.1% 6.4% 6.0% 5.7%
Nissan Titan
0.6% 0.7% 0.7% 0.9%
Full-Size Share Of
Total Pickup Truck Market
89.6% 87.6% 89.2% 87.2%
Full-Size Pickup Share
Of Total Industry
 12.2% 11.9% 11.9%  11.9%

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15 Comments on “Cain’s Segments: Trucks – August 2014...”


  • avatar
    mjz

    IMO, the RAM is the best looking truck on the market, with the nicest interior to boot. Will be interesting to see how it does against the new soda pop can Fords in the future.

  • avatar
    Pch101

    So to summarize, YTD large truck sales are increasing at about the same rate as the overall vehicle market and maintaining their market share.

    Meanwhile, combined YTD Tacoma-Frontier sales are flat, which means that the smaller trucks are losing market share. The caliphate isn’t winning that jihad, apparently.

    • 0 avatar
      RobertRyan

      Early days GM is experiencing, a large number of orders for its new midsizers. The rest of the offerings in the bracket are far from new

    • 0 avatar
      Big Al from Oz

      @Pch101
      Oddly enough your comment makes sense if CUVs, SUVs are taken into account.

      But what about pickups???? Again, you are using data and distorting data to suit an argument.

      If you look, and not even closely at what you call a truck the figures overall as a percentage of vehicle sales is very close since 1990……but, wait……it seems the breakdown between CUVs, SUVs and another ‘segment’ pickups have altered.

      Pickups USED to be the biggest seller and now it appears SUVs and CUVs are the shining stars more so.

      What part did you play in Dumb and Dumber, I bet the doggy van;)

      http://www.statista.com/statistics/184398/us-market-share-of-sold-light-trucks-1990-2012/

      Hmmm……again it appears SUVs and CUVs are the ones impacting more so in your ‘truck’ sales. A PT Cruiser, is it a truck???

      http://online.wsj.com/mdc/public/page/2_3022-autosales.html

  • avatar
    jim brewer

    Ram is very price competitive with a competitive vehicle. It’s as up to date as any of them. Good for them.

  • avatar
    danio3834

    If those market share stats are correct, it appears that Ram’s rather large market share gain has been almost completely at the expense of Ford. No wonder Ford is taking such a big gamble on their next truck.

    • 0 avatar
      Hummer

      Re: Ford taking a chance.

      I can’t see that, with the amount of discounts availible it would seem that if the goal was quantity the easy answer is drop the sticker price 6-8k, obviously doesn’t leave much haggling room, but if your $8k cheaper than the competition, your automatically going to get a lot of attention.

      I want to see FCA sell on price, while the other two keep adding expensive technology chasing minimal gains, it would definately be the ultimate decider of what the market wants.

      • 0 avatar
        thornmark

        The “Big 3” have maintained outrageous profit margins on pickups and you have to wonder how that is done.

        Why hasn’t competition driven down margins the way it has in other segments?

        Ford’s Margins: It’s All About the Trucks
        http://blogs.wsj.com/corporate-intelligence/2013/01/29/fords-margins-its-all-about-the-trucks/

  • avatar
    Lou_BC

    The fact that GM is gaining ground is interesting. The 2014 truck launch has been panned as one of the worst in history.

    Ford’s flat sales may be due to the “faithful” waiting for the “new king”.

    The reported orders for the Colorado/Canyon are promising. Ram posted some great order numbers for the Ecodiesel with subsequent reports that they were selling very quickly. GM will be happy if this same phenomenon continues with these siblings.

    • 0 avatar
      28-Cars-Later

      “The fact that GM is gaining ground is interesting.”

      The power of subprime.

    • 0 avatar
      DenverMike

      Initial orders sound good, but they’re based on speculation. But trucks vary too much, compared to cars. You’ve got several axles, 2 cabs, 2 beds, several trim levels, packages including tow, payload, off-road, etc. Plus one extreme stripper.

      Lots of pickups trucks have to sit around to give consumers any kind of real selection. Even then, they’ll likely have to compromise on color.

      And anything that doesn’t sell will get tons of rebates from the OEM.

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