March 2015 U.S. Full-Size Truck Sales Decline – Cain's Segments
Forecasts suggested that U.S. new vehicle sales would decline in March 2015, but the auto industry reported a slight uptick compared with March 2014. The moderate 0.5% improvement occurred despite a 4% passenger car sales decline and a 0.6% drop in full-size pickup truck sales.
• GM truck increase contrasts with overall GM decline
• Ram truck decrease contrasts with overall FCA improvement
Granted, the March decline for full-size trucks was slight; the F-Series, Ram, Tundra, and Titan decreases were nearly completely counteracted by a GM increase.
Moreover, the first-quarter of 2015 was a healthy one for full-size trucks, with the five top nameplates all reporting improved sales compared with the first three months of 2014.
TruckMarch2015March2014%Change3 mos.20153 mos.2014%ChangeFord F-Series 67,70670,940-4.6%177,312173,3582.3%Chevrolet Silverado 45,19342,2477.0%126,694107,75717.6%Ram P/U41,59542,532-2.2%101,51196,9064.8%GMC Sierra17,39516,8633.2%45,17342,2137.0%Toyota Tundra11,50811,589-0.7%28,75727,4024.9%Nissan Titan1,0481,314-20.2%2,6383,318-20.5%—— —————Total184,445185,485-0.6%482,085450,9546.9%But Ford F-Series sales slipped 5% last month compared with March 2014, an especially strong F-Series sales month, though F-Series sales were up narrowly compared with March 2013. The Ford outsold the combined efforts of the Chevrolet Silverado and GMC Sierra for the second time in three months.
GM’s twins posted a combined increase of 6% in March. Their 62,588 sales generated 34% market share, up two percentage points compared with March 2014. Their improvement didn’t stop GM from reporting a 5% loss – GM car sales plunged 21%.
TruckMarch2015ShareMarch2014Share3 mos. 2015Share3 mos.2014ShareFord F-Series36.7%38.2%36.8%38.4%Chevrolet Silverado/GMC Sierra33.9%31.9%35.7%33.3%Ram P/U22.6%22.9%21.1%21.5%Toyota Tundra6.2%6.2%6.0%6.1%Nissan Titan0.6%0.7%0.5%0.7%—————Full-Size Share Of Total Pickup Truck Market85.2%88.9%84.9%88.8%Full-Size Pickup Share Of Total Industry11.9%12.1% 12.2%12.0%Just days after TTAC explored the idea of 58 consecutive months of year-over-year, Ram truck improvement, Ram P/U sales in March 2015 declined for the first time since April 2010. The decrease was slight, only 937 units, and it didn’t stop the overarching FCA/Chrysler Group from posting the manufacturer’s 60th consecutive monthly increase.
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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@Lou BC--The new Colorado/Canyon is as rare as hens teeth--I think I have seen only one on the road. I have seen maybe 2 new 2015 F-150s as well. I don't think we can judge either the Colorado/Canyon or the new F-150s success or failure until both have reached full production and enough time has passed. Ford similar to GM produced excess of the outgoing models to assure dealers had adequate supplies during the transition to the new models. Dealers in the Cincinnati area stocked up on extra inventory. Not just Beechmont Ford is offering discounts but Kerry Ford, Castrucci Ford, Airport Ford, and a few other larger dealers. Having said that if you are looking for a base model/WT of the 2014 F-150 then you would not find it. Most of the remaining inventory is crew cabs and extended cabs but you would have a hard time finding a regular cab. I agree if I were to buy a Colorado/Canyon I would wait a year till the bugs get worked out. My dad in 1961 ordered one of the 1st Chevy IIs (1962) which was not a bad car for its time but the later models had less problems.
we have really good truck brand ads but they are diminished by ending the piece with $8500 off. building brand equity and aspirations is offset by the distress pricing. this ridiculous strategy also leads to higher net costs as most states charge sales tax before rebates which causes the consumer to pay more than necessary. for example, in Michigan at 6% my clients are forking over $520 in additional tax on their truck purchase. there are numerous other areas where GM's marketing is very poorly thought through but it's Easter with family and I don't have the time to elaborate.