Full sized pickup truck sales in the US are down 16% in the first half of 2022, in an overall market down 18%. With just over 980,000 deliveries, the class is set to shrink once again after hitting a 7-year low last year. However, it’s still the third-largest class in the United States, after compact crossovers and midsized crossovers. Its share improved 0.4 percentage points to 14.4% so far this year. In Q2, large pickup deliveries were off 15% in an overall market down 21%The traditional class leader Ford F-Series started the year on a low note but stabilized its sales in the second quarter. Still, it’s down 17% so far this year, losing half a percentage point of share of the class, to 30.5%. After starting 2022 at the #2 spot, the RAM Pickup drops back to third place after seeing its deliveries drop 28% in Q2. This leads to a 22% decline year-to-date, the worst performance in the top-5. The Silverado on the other hand is the best performer in the top-4 with 10% fewer deliveries. Its luxury sibling GMC Sierra also gains share at -14% so far this year. As a result, General Motors adds 2 percentage points of class share to 38.8%, making it the biggest seller of full-sized pickup trucks. And that’s also because the GMC Hummer EV Pickup is still slow to reach customers, with just 272 deliveries in the second quarter.
The Toyota Tundra has just been redesigned for the first time in almost 15 years and promises to take a larger chunk of the full-sized pickup truck pie from its domestic rivals. And the new truck is the only nameplate in the class to improve on last year with sales up 1%, adding 0.7 percentage points of share to 4.5%. However, in Q2 the Tundra was already back down 12%. It still sells almost quadruple the numbers of the Nissan Titan, down 37% so far this year (and -53%). The rumors of its impeding demise, however unsurprising, probably didn’t help it much.
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