US car sales analysis 2020 first half – Midsized Pickups

Sales of midsized pickups in the US are down 9% in the first half of 2020, making it one of the best performing classes after subcompact crossovers but beating full-sized pickups. Still, at 4.2% of the total US car market (up from 3.5% in 2019), and almost 4 times lower volume than full-sized pickups, it remains a relatively small segment. The Toyota Tacoma remains untouched by recent new launches and while it’s sales are down 14%, it still holds 38.8% share of the segment and it sells more than double the numbers of its nearest rival. The Ford Ranger manages to claim the #2 spot from the Chevrolet Colorado thanks to sales up 52% on its introduction year. The Colorado loses 37% of its sales as it is feeling the heat from the fresher Ford. In Q2, the Colorado barely even outsold the other newcomer to the segment, the Jeep Gladiator, with fewer than 300 sales between them. It’s obvious those two newcomers are what’s boosting the segment, because all other nameplates were down by 20% or more, in line with the overall market. The Nissan Frontier is in the final year of its current generation before finally being replaced, although the new Frontier will still be based on the same platform. Still, the Frontier outsold the Honda Ridgeline and GMC Canyon in Q2 as well, despite the Ridgeline being the best performing existing nameplate at -5%.

US midsized pickup sales 2020-Q1

Midsized Pickup segment 2020 2019 Change Share
1 Toyota Tacoma 104.699 121.866 -14% 38,8%
2 Ford Ranger 45.988 30.301 52% 17,0%
3 Chevrolet Colorado 41.273 65.163 -37% 15,3%
4 Jeep Gladiator 34.827 7.242 381% 12,9%
5 Nissan Frontier 19.074 39.322 -51% 7,1%
6 Honda Ridgeline 14.505 15.255 -5% 5,4%
7 GMC Canyon 9.708 18.863 -49% 3,6%
Segment total 270.074 298.012 -9%

Source: Manufacturers.