GM Is Winning the Sales Battle in First Half of 2018

2018-Chevrolet-Silverado-2500HD-002 II

If you compare pickup truck sales from the first half of 2018 with the first half of 2017, there are some interesting data points. Yes, Ford looks to be on track — if it has a normal second half and that's a big if — to sell 1 million F-Series pickups or just shy of that number. That's something no manufacturer has accomplished in the history of the auto industry. But that might not be the whole story.

Market share is the percentage of a manufacturer's total pickup sales, to both consumers and fleets buyers. For example, since GM has both Chevrolet and GMC nameplates in at least two pickup truck classes (mid-size and full-size) while Ford and Ram have just one nameplate in each class. Clearly, comparing Ford F-Series numbers with Chevrolet Silverado or Ram numbers tells only one piece of the story.

If we group pickup truck sales by manufacturer (and for GM that means the Chevrolet Colorado and Silverado, and the GMC Canyon and Sierra) and calculate market-share percentages, and then compare 2017 to 2018, we see some interesting results about which truckmaker is up and which one is down.

Total pickup truck sales for the first half (January to June) of 2017 were 1,336,706. Total pickup truck sales for the first half (January to June) of 2018 were 1,415,389. That's a healthy increase of almost 6 percent in overall pickup truck sales. Below are truckmakers respective market share percentages for the first half of 2017 and 2018:

  • Ford:     32.2 percent (2017);   31.9 percent (2018)
  • GM:       32.0 percent (2017);   33.8 percent (2018)
  • Ram:     18.7 percent (2017);   16.5 percent (2018)
  • Toyota:  11.1 percent (2017);   12.2 percent (2018)
  • Nissan:    4.7 percent (2017);    4.6 percent (2018)
  • Honda:     1.4 percent (2017);    1.1 percent (2018)

In market-share percentages, GM made the biggest jump — from 32.0 to 33.8 year to year — with an increase of more than 50,000 sales for 2018 (427,282 in 2017 versus 478,671 in 2018). Ford's market share, on the other hand, dropped slightly from 32.2 to 31.9, even though Ford sold more than 20,000 F-Series pickups in 2018 over 2017 (451,138 versus 429,860). Ram had the largest market-share drop, falling more than 2 full percentage points. Nissan and Honda lost market share, too.

Don't expect the Pickup Wars to slow down anytime soon, even if the economy takes a sharp turn and slows down. It's possible that an economic downturn could ramp up competition on dealer lots, triggering a wave of aggressive incentive spending like we haven't seen in years. Manufacturers will have to be smart about their tactics and choose their regional battles carefully if they don't want to make some of the same production mistakes they made in 2008-09.

Manufacturer images

 

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Comments

1) stop combining Mid and full-size truck sales. I'm with you if you want to compare GM full-sized trucks to Ford F-series but the mid-sized trucks are in another category.

2) Ford sold 450,000 in the first half, that means they'd have to sell 550,000 in the second half to get to 1 million. I doubt that will happen. Besides, these numbers aren't unheard of. In the mid 2000's Ford and GM sold 900,000+ units on a couple occasions each and 800,000+ was about the norm.

Then I think they should also separate half ton and 3/4 ton sales. There are indeed three categories for pickups (unless the Titan XD creates a new class that the others decide to play in ::doubtful::). But you can assume that the majority of midsize and half tons are sold to everyday consumers while a bigger portion of 3/4 tons go commercial. Those aren’t rules set in stone, just approximations.

I can't imagine how hard that was for Mark and the rest of the pickuptrucks.com staff to report a story that isn't pro Ford. Well, we won't have to worry about seeing another one like it for quite a while....

They don't need to separate anything because they all combine the same way. It's fine the way it is. As for work truck buyers they know more about trucks than the appearance buyers.

It's possible that an economic downturn could ramp up competition on dealer lots, triggering a wave of aggressive incentive spending like we haven't seen in years. Manufacturers will have to be smart about their tactics and choose their regional battles carefully if they don't want to make some of the same production mistakes they made in 2008-09.

@PUTC

RE: The US economy.

There is nothing remotely similar today that compares to 2008-09. The major "what-if" scenario is geo-political. Assuming that nobody pushes the big red button American workers and their families are better off than at any time in memory.


@Bob


I guess reporting facts that full-size Ford trucks outsell Gm full-size trucks is being pro-Ford. Yeah you go ahead and tell PUTC to not let facts get in the way when they write a full size truck sales article......

Ford is 4.1% of ahead of the record 2004 numbers. 1m or just shy is very likely. Educate yourself.

Just got a call from a smart guy who told me that a very big move at Ford Motor Co. widely expected to happen soon. Either way it is expected to move the stock price.

Is some big shot announcing retirement? Is somebody being added to the Board of Directors. Is it a big merger or partnership announcement. We'll just have to see.

Next week begins a couple of weeks of big economic and financial news so we'll just have to see. Maybe Ford's getting a new CEO, it's about that time again. Fields has been there more than a year so it might be about time for a new guy (or girl?) at the top.

There really is no such thing as 1/2-ton, 3/4-ton, etc. in the industry anymore. Sure, you will hear folks refer to them in that nomenclature, but you will not see the trucks referred as such by the manufacturers.

If you want to split hairs, we should get vehicle sales by weight class (1-6) with Class 2 separated into 2a and 2b. To further split hairs, separate consumer, commercial and fleet sales, and add in average number of days spent on dealers' lots. Then you can add the numbers in a variety of ways to fit specific arguments. However, you won't get any of that info from the mfrs.

A year from now the people advocating adding mid size and full size together will likely want to stop adding them together. This another case of Figures don't lie but liars figure.

This another case of Figures don't lie but liars figure.


Posted by: frankinFL | Jul 20, 2018 12:13:42 PM

Good one.

@FrankinFL

How does it feel when you post a comment, and FRANK is the only one who replies to it? That had to hurt. Please let us know.

@papajim It seems he agrees with me.

@papajim--Frank in FL got you there. 12 months from now you will stop talking midsize sales and go back to talking stock prices. We know you too well.

That had to hurt. Please let us know.


Posted by: papajim | Jul 20, 2018 12:29:17 PM

Nobody agree's with you, and we know how hard it hurts you.

Good one.

GARBAGE MOTORS(GM) HAVING TWO LINE OF TRUCKS AND FORD IS JUST HAVING ONE. GARBAGE MOTORS SUCKS PIPI.

1) stop combining Mid and full-size truck sales. I'm with you if you want to compare GM full-sized trucks to Ford F-series but the mid-sized trucks are in another category.

Posted by: Jack | Jul 20, 2018 11:19:37 AM

This site is called PUTC, what do you think the should do with the mid size truck sales #'s, shove them under the rug? Geez, what a spazz.

1) stop combining Mid and full-size truck sales. I'm with you if you want to compare GM full-sized trucks to Ford F-series but the mid-sized trucks are in another category.

Posted by: Jack | Jul 20, 2018 11:19:37 AM

This site is called PUTC, what do you think the should do with the mid size truck sales #'s, shove them under the rug? Geez, what a spazz.


Posted by: GMSRGREAT | Jul 20, 2018 12:47:34 PM

No, I think they should be reported separately. The full-sized truck share a lot throughout the lines (though this hasn't been true of Ford until recently). The midsize trucks are completely different and share nothing with the full size lines.

To me, it would be like combining sales of Camaro and Corvette, Mustang and Focus RS, or Viper and Challenger. While all cars have a similar goal they all have their own R&D and built on completely different platforms.

Ford s$%^t box trucks still can't out sell GM! Yawn this nothing new. Great job GM and Ram keep stomping Ford's s%^&#t box trucks into the ground! LMBO!!!!!!!!!!!!!!!

hey johnny, you're helmet fell off your head again. Dunce

No, I think they should be reported separately.

Posted by: Jack | Jul 20, 2018 2:32:35 PM

Jack, they are reported separately. Are you suggesting that there not be any acknowledgment of GM mid size truck sales. I f I didn't know better, I would think that you are upset with the fact the GM sells more pick-ups than FORD.

While not all the manufacturers produce them, there are three basic sizes of pickup trucks available to both commercial and everyday consumers. Midsize, 1/2 ton (full size) and 3/4 ton (heavy duty). And if your going to expect that midsize PUs be separated then the 2500-4500 class should be separate from the 1500s. Then you have an apples to apples comparison. But there is no incentive for MFRs to be that honest about their sales figures. And unless the average joe wants to do some serious digging and homework, they’re subject to whatever the advertising says along with the media outlets biased information. One will cry foul when GM combines figures and includes midsizers while another will take issue with ford using fleet sales or even leases of regular cab v6 units. Everyone has A glass of Kool Aid in their hands. They’re just different flavors.

Don't let this distract you, the pure facts state that a single brand of Ford F-Series outsells anything GM with a 1500, 200, 3500, 4500 5500 badge. I threw in GM Medium Duty Unicorn as they came back and copied Ford.

How's that crow taste? Hypocrites.

The Ford Transit is dominating, heck, GM discontinued that re- badged junk Nissan.

fken pathetic company.

Wow Frank isn't very intelligent

Why do you Ford guys get all upset that GM has two truck lines? Ford tried it with Lincoln and Mercury but never can make it work. So stop the complaining already. Plus you but stock as FORD and GM not by models.

Seriously who cares how the sales are separated. Unless your in the corporate office or on the dealer lot, who cares! If GM is barely ahead, if Ford is barely ahead..what does it matter?? So all the clowns can argue about it. They are all great trucks!!

@Longboat
Roughly 32%of the overall " F Series" production is non F150
Production.
This places the F150 within earshot of the Toyota Hilux cumulative total

@Papajim
The Global Colorado has lost it's way, more beefed up than the NA version, but really lagging in sales.
Hilux, Ranger and Mitsubishi Triton lead the pack. Nissan's Navara is like the Colorado way behind

@ Frank
The Ford Transit is dominating...😂
Is that your new vehicle to replace your 5.4?

@papajim
" Most Americans are poorer now" quote from a very non left wing publication.
Some parts of the US economy the rest has stalled.
https://www.cnbc.com/2018/07/10/strong-gdp-and-jobs-numbers-dont-tell-the-whole-story-about-americas.html?recirc=taboolainternal

The Global Colorado has lost it's way, more beefed up than the NA version, but really lagging in sales.


Posted by: Robert Ryan | Jul 20, 2018 6:00:44 PM

How would you know whether the global Colorado is more or less "beefed up" compared to the NA version?

1) stop combining Mid and full-size truck sales. I'm with you if you want to compare GM full-sized trucks to Ford F-series but the mid-sized trucks are in another category.

Posted by: Jack | Jul 20, 2018 11:19:37 AM

This site is called PUTC, what do you think the should do with the mid size truck sales #'s, shove them under the rug? Geez, what a spazz.


Posted by: GMSRGREAT | Jul 20, 2018 12:47:34 PM

No, I think they should be reported separately. The full-sized truck share a lot throughout the lines (though this hasn't been true of Ford until recently). The midsize trucks are completely different and share nothing with the full size lines.

To me, it would be like combining sales of Camaro and Corvette, Mustang and Focus RS, or Viper and Challenger. While all cars have a similar goal they all have their own R&D and built on completely different platforms.


Posted by: Jack | Jul 20, 2018 2:32:35 PM

////

So let's discuss just how much the HD lines have in common with the half tons now.

Virtually all the engines, transmissions, axles, suspensions, and frames are unrelated to the half tons from the big 3. Until recently, the superduty shared no common body parts with its half ton counterpart.

The Hd lines have about as much in common with the half tons mechanically as the mid size share with the half tons.

" Most Americans are poorer now" quote from a very non left wing publication. Some parts of the US economy the rest has stalled.
https://www.cnbc.com/2018/07/10/strong-gdp-and-jobs-numbers-dont-tell-the-whole-story-about-americas.html?recirc=taboolainternal
Posted by: Robert Ryan | Jul 20, 2018

@Robert Ryan

Stick to what you understand. CNBC is owed by the same corporate network that employs the likes of Rachel Maddow, Morning Joke, and Al Sharpton. Give me a break.

I would debate the economics with you if you had enough comprehension of the subject matter to make it interesting. Alas you do not.

@rammins
Pretty easy all so called " 1tonners" have payloads for a DualCab from 2000-2400lb. US Midsizers more 1500-1600lb

@papajim
Obviously you have a very limited knowledge of economics. Rich are getting richer in the US. Yes economic activity is up but only 50% are getting some benefit. Eventually the people will decrease over time

People getting benefits will decrease over time as a percentage of the population

Bet PapaJimmy can't stop touching himself over this article

People getting benefits will decrease over time as a percentage of the population

Posted by: Robert Ryan | Jul 20, 2018 7:29:19 PM

Don't worry about a thing Robert. The great capitalist has it all under control using his Twitter box.

Good luck Robert. Apart from your usual cluelessness you seem like a nice enough guy.

I just have zero interest in a conversation with you on a topic where your familiarity with the subject is so utterly lame.

Regarding economics, considering reading some of the Austrian writers of the 1890s. It's amazing how well they understood the future of macro economics. Von Mises in particular.

Ford gets most of its sales cause most state county and city municipalities are on a bidding process and ford will always lowball there prices to get the bid but will make up for it from there 3 year 36,000 mile warranty and $100 deductable warranty repair fee ! Im a fleet maintenance mechanic and also spec vehicles for my dept ! This may change here come 2019 chevy silverado 4500- 5500 and 6500 trucks ! Thats 3 more trucks ford will have to compete against and looking at the pricing there a steal !

@sjakubin

"Ford gets most of its sales cause most state county and city municipalities are on a bidding process and ford will always lowball there prices to get the bid but will make up for it from there 3 year 36,000 mile warranty and $100 deductable warranty repair fee !"

So because the local Ford outfit in your area wins the govt bids in your town "most of the Ford's sales" come from the govt
?? State the source of your delusions. Oh wait it's just your gm fan blindness talking..... LMFAO!!

@sjakubin: The Ford fans don't want to hear it but Ford has been government subsidized for decades.

@papajim
Stick too Pickups leave Economics too people whio know about what is happening

@ Longboat

Class 2, 3, and 4 are included in these F-series numbers.
Small/midsized trucks Class 1, and under 8600 GVWR class 2 trucks are governed by different EPA and CAFE regs than over 8600, as you indicated with your 2a, 2b distinction.

But that’s important. Over 8600 GVWR trucks don’t have to meet ridiculous fuel economy numbers so they largely don’t have gimmicks, rather proven, reliable powertrains.

When the classes are broken out, the total number is akin to saying yeah you won the electoral college, but we won the popular vote.

Where there is the most profit, 1500 and F150s, those numbers have the biggest punch.

GM has historically held a solid market share in the under 8600 GVWR sales, but struggles with around 20% of the OVER 8600 GVWR market.

When it comes to trucks, the market flutucates, but by and large people buy the same thing over and over. Proven platforms.

But let’s break these numbers out-
Class-1
Class-2 under 8600 GVWR
Class-2 OVER 8600 GVWR, and
Class-3 over 10k GVWR trucks. (Some Dodge and Ford packages on non-dually trucks are 9900, or 10,000 lbs)

How does everyone compete within these classes?
The results are often surprising in the over 8600.

Great job GM. That's a lot of trucks sold. More and more people are trading in their junk ecobusts and getting a reliable and dependable small block V8! That get better FE, perform better and don't fold up like a beer can when in an accident.

My Ecoboost is amazing!
It is SO thirsty when I'm towing, just gulping down the gas so I try NOT to do much work
I NEVER haul anything in the bed, don't want to risk damaging my pretty aluminum
Just love that V8 sound coming from the speakers, BEST in class

Now THIS is hilarious!!

" @sjakubin: The Ford fans don't want to hear it but Ford has been government subsidized for decades.


Posted by: GMSRGREAT | Jul 20, 2018 9:20:09 PM"


A goverment motors cheerleader talking about a carmaker that's govt subsidized. Hahahahaha. Only the gm blind.....



A goverment motors cheerleader talking about a carmaker that's govt subsidized. Hahahahaha. Only the gm blind.....


Posted by: FullSize_only | Jul 20, 2018 11:33:09 PM

Yet you don't address his statement directly. Does that mean you're okay with Ford suckling off the government teet while they ship jobs to Mexico? The 2018 Ford Raptor is 50% foreign made. The 3.5 EcoBoost is now made in Mexico. The 6.7 Powerjoke has been made in Mexico since it first went into production. Ford just invested $500 million in a Chinese engine plant. The new Ford Ecosport is made in India. The Mustang's 5.0 V8 is made in Canada and the manual transmission is made in China. The 2.3 EcoBoost is made in just about every country other than the US. And they still can't be bothered to pay back that free loan the US gov gave them. Gotta love getting a $9 billion dollar loan at an interest rate that guarantees the taxpayers lose money on it before the bums pay it off.

@Clant

I totally agree with you. Ford is on government welfare. I've said it time and time again, yet the Ford guys only wanna say well GM filed K! It was over 10 years ago! GM and everyone else has moved on while Ford is still a LEACH and sucking America and taxpayers dry!

Typical Ford fanboys... See what they wanna see

fake Ecoboost Rules

my F-150 Eco-Boost 3.5 is getting 31 MPG
I have a bed liner to protect my aluminum bed
just hauled a wood burning furnace the other day, damaged the plastic cover on top of my tailgate
my F-150 gets used hard

I would take the fake engine noise from the speakers instead of a girly dial shifter and cheap plastic hubcaps on a Ram

31 MPG
31 MPG
31 MPG
31 MPG
31 MPG
31 MPG



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