Cain's Segments: Full-Size Trucks In November 2014 – GM Twins Outsell F-Series Again
Full-size pickup trucks generated 13.1% of all U.S. new vehicle sales in November 2014, up from 12.5% in November 2013 thanks to a 10% volume gain.
That 10% segment-wide increase occurred despite a 10% decrease from America’s best-selling vehicle line, the Ford F-Series. New F-150s are arriving at dealers now, but overall F-Series volume will be volatile for a few months as the aluminum F-150 takes over from the outgoing model.
The F-Series’ share of the full-size category slid from 42.2% in November 2013 to 34.6% last month.
GM and Chrysler Group’s Ram more than picked up the slack, while the Toyota Tundra and Nissan Titan stumbled. Chevrolet’s Silverado soared to its highest November total since 2006. GMC Sierra sales climbed to the highest November level ever. The same best-ever label can be applied to Ram’s November.
TruckNovember2014November2013%Change11 mos.201411 mos.2013%ChangeFord F-Series 59,04965,501-9.9%679,496688,810-1.4%Chevrolet Silverado 42,79934,38624.5%471,918437,8217.8%Ram P/U 35,86529,63521.0%395,567322,26822.7%GMC Sierra22,54414,36257.0%188,397166,53513.1%Toyota Tundra 9,58010,010-4.3%107,974101,7446.1%Nissan Titan 9721,180-17.6%11,65814,407-19.1%—— —————Total170,809155,07410.1%1,855,0101,731,5857.1%GMC has already sold more Sierras through the first eleven months of 2014 than in all of 2013, or any year going back to 2007, for that matter.
With 395,567 sales through the end of November, the Ram pickup range has already exceeded the year-end totals it achieved in any of the preceding eight years. 2014 should end as the Ram’s best year since 2004, if not 2003.
TruckNovember2014ShareNovember2013Share11 mos. 2014 Share11 mos. 2013ShareFord F-Series34.6%42.2%36.6%39.8%Chevrolet Silverado/GMC Sierra38.3%31.4%35.6%34.9%Ram P/U21.0%19.1%21.3%18.6%Toyota Tundra5.6%6.5%5.8%5.9%Nissan Titan0.6%0.8%0.6%0.8%—————Full-Size Share Of Total Pickup Truck Market88.1%88.4%89.1%87.7%Full-Size Pickup Share Of Total Industry 13.1%12.5%12.3%12.2%November also marked the fourth consecutive month in which the full-size GM twins outsold the F-Series. Undoubtedly, it helps to be at different life stages, but GM still needed to make a conscious effort to take advantage of a unique opportunity to cash in on some available volume. (Or, with incentives assisting, is it time to cash out?)
Through the first eleven months of 2014, Ford has sold 679,496 pickup trucks. Pickup sales at General Motors totalled 665,961 units over the same time period, including 3966 Colorados, 1537 Canyons, 90 Avalanches, and 53 Escalade EXTs.
Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures.
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There is an ongoing shift from cars (sedans) to trucks (pick ups,SUV,CUV) which simply continues on. Full size pick ups are the equivalent and the same size as the old full size cars with a frame from way back in the day. When North America was populated with "land barges" its now populated with full size crew cab pick ups. The 5.5 foot box of a crew cab is not much longer than the trunk of a "land barge". Ram has the "eco diesel" to meet fuel economy ratings. GM has gone to mid size pick ups. Ford has gone to aluminum. There is strong brand loyalty in the pick up segment, is Silverado, Sierra, Ram stealing sales from the F150, or acquiring sales from the sedan migration especially in non urban areas. It takes massive discounts, programs, incentives to move pick ups, and while GM was attempting to get premium pricing, and Ford had steel F150's, Ram was picking up the slack from the GM pricing strategy. Is a crew cab GMC Sierra comparable to a land barge Cadillac Fleetwood with a 429. A crew cab F150 is it comparable to a Lincoln land barge, A Silverado to an Oldsmobile 98, a Ram to an Imperial. Most families that spend time with a crew cab find a sedan or SUV cramped for room. As for HD work trucks most have a GVW that exempts them from the fuel economy ratings. The long term game changer is the aluminum F150 which will provides improved fuel economy, and will recycle a "gazillion" aluminum cans.
Have the aluminum F-150s hit the market yet? Is Ford's drop because of low inventory, slow start-up of the new truck, or general wariness of Ford changing things up, or something else? Does anyone know if the change in positions is due to GM conquests of prior Ford owners? Wasn't the current Silverado in a sales slump recently? Why the change?