General Motors increased their share of America’s full-size pickup truck market from 35.5% in May 2014 to 38.1% in May 2015.
Grabbing hold of an opportunity presented by Ford’s F-150 supply constraints and consequent 10% overall F-Series decline, U.S. sales of the Chevrolet Silverado jumped 11%; GMC Sierra sales increased 4%. The full-size pickup truck market was up just 1.1%, year-over-year.
The pickup truck world’s consistent hold on the whole of American best seller’s podium is steadily tightening.
January 2015 was the fifth consecutive month in which all three of America’s best-selling vehicle lines were pickup trucks.
It’s nothing new for Americans to see the Ford F-Series atop the monthly leaderboard. Not since the Cash For Clunkers-fuelled August 2009 has the F-Series not been the top-selling vehicle line in America.
February 2014 sales of America’s six continuing full-size pickup lineups grew 1.8%, but GM’s truck twins, the newest trucks on the block, fell 8.9%. Ford, Ram, Toyota, and Nissan combined for an 8.7% year-over-year increase to 94,225 units. The Chevrolet Silverado and GMC Sierra’s decline equalled a loss of 4960 units compared with February 2013.
The 234,066 extra new truck registrations in 2013 came about despite the loss of 70,077 sales from trucks that had either died off, been discontinued, or were on hiatus in 2013.
Excluding the Chevrolet Avalanche, Chevrolet Colorado, GMC Canyon, Suzuki Equator, Ford Ranger, and Dodge Dakota from the equation results in a 16.4% year-over-year increase in truck sales.
Usually, in the U.S. pickup truck market, whichever company has the newest truck normally gets a bump in sales. While it’s hard to get Chevy guys into Fords and vice versa, about 6% of the market does shift to the most recently updated pickup because of businesses making decisions based on dollars and cents, not brand loyalty.
Step 1. Put on Fanfare for the Common Man.
Step 2. Light a hand-rolled cigarette. Take a deep drag.
Step 3. Begin reading aloud with as low and gravelly a voice as you can muster.
Your script: Pickup trucks are America. In the vast expanses that make up this country, they feel completely comfortable with their bulk. These are the broad-shouldered blue-collar working class of the vehicular world. Just like the people that drive them, these trucks are alternately unembellished hard workers or rhinestone cowboys. They give of their bodies and brawn to get.work.done. At every disaster, you’ll find trucks. Construction sites, too.
GM’s new large pickups might be locked up at NAIAS, but they were wide open at the launch event I attended last month. The event included three presentations: one of both trucks together, then one each from the two marketing teams explaining how their truck was different…by saying pretty much the same thing. Both Chevrolet and GMC truck buyers have perfectly organized garages where you can eat off the floor. People with messy, disorganized garages must buy someone else’s truck.
One of the most conspicuous absences from GM’s full-size truck reveal was the lack of any hybrid variants. The highly-touted but slow selling hybrid full-size trucks and SUVs were never intended to be the darlings of America’s truck space, but they played an important behind the scenes role for the company.