Pickup Truck Sales Breakdown: Third Quarter 2018

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As car sales continue to struggle, pickup truck sales (especially full-size pickups) are doing well. Although analysts continue to predict a sales declines, it's beginning to look possible for 2018 to meet or exceed 2017 totals, with much of the credit falling to pickups and SUVs. Of course, just in case you haven't noticed, fuel prices are climbing and the much of the auto industry is tense about the U.S. imposing tariffs on steel and aluminum from China. And don't get us started on the issues with Canadian automotive production plants.

In the mid-size pickup class, the Toyota Tacoma continues to flex its muscles as it had a strong three-month stretch averaging more than 20,000 units per month. When looking at third quarter results, Toyota sold as many small pickups as the rest of the mid-size class combined. Likewise, when comparing 2017 Q3 numbers with 2018 Q3 numbers, we see that the mid-size class is growing slowly, largely due to the Tacoma's increased production numbers. In 2017, the mid-size class accounted for roughly 16 percent of total Q3 pickup truck sales; for 2018 Q3, mid-sizers accounted for 18.5 percent. We're guessing the mid-size sales numbers will continue to grow in 2019 with the advent of a new 2019 Ford Ranger and in 2020, when we expect a new Nissan Frontier and possibly Hyundai and Volkswagen pickups.

The Ford F-Series continues to dominate the full-size pickup class, leading in both the half-ton and heavy-duty categories. However, when looking at all pickup truck sales, GM's four-truck strategy — mid-size, half ton, three-quarter ton and one ton — across two brands — Chevrolet and GMC — seems to be making the difference. There's no question that Ford's returning Ranger will have an impact on sales, but by how much? It wouldn't surprise us to see something close to or just more than 100,000 units in its first full year, which would give Ford the undisputed lead in pickup sales. Even now, with just three trucks — the F-150, F-250 and F-350 — to GM's eight, Ford is trailing GM by less than 30,000 units. Surely Ford can sell that many Rangers in 2019, even without the possible arrival of the Ranger Raptor.

If the last quarter of 2018 is anything like the last quarter from the last five years, 2018 could be a big year for all the big truckmakers. As it stands through September, pickup sales numbers are up almost 2 percent compared to 2017, and with just a few well-placed incentives or year-end sales events to fan the spread of pickup truck fever, the numbers could go much higher. How long it will last is another question entirely.

Editor's Note: This story was updated Oct. 8, 2018, to correct the full-size pickup third quarter chart.

Cars.com photos by Evan Sears; Christian Lantry; Mark Williams

 

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Comments

The graph that answers the question, what manufacturer builds and sells the most pick-ups?

http://cars.typepad.com/.a/6a00d83451b3c669e2022ad3709742200c-pi

GM the McDonald's of pickup manufacturers. But they can only sell 200 more by adding up all of their truck lines. Something wrong in GMville.

All I care about is reliability! GM has done that for me. Ford never has. Buy what you like and go with it. Great job RAM on sales. Now let's see how much it changes with GM rolling out a large portion of their new trucks these next few months.

For midsize Tacoma still crushes it. Amazing! Colorado has great numbers as well. I think the GMC canyon is best looking but GM prices it way to high! You can buy a pretty loaded LT Silverado for a loaded SLT or Denali canyon.


@Chris and Frank


The gm fan boys on here only like the McDonalds comparison when they talk Ford's sales when its the other way around they always deflect deflect deflect.... They're always good for a laugh!

The gm fan boys on here only like the McDonalds comparison when they talk Ford's sales when its the other way around they always deflect deflect deflect.... They're always good for a laugh!


Posted by: FullSize_only | Oct 8, 2018 7:53:49 AM

I'll take MaDonald's over Ford slop anyday.

I love the McDonald's dollar menu.

I think the GMC canyon is best looking but GM prices it way to high! ...Posted by: TNTGMC | Oct 8, 2018

Remember what Papajim says about this: If GMC dealers actually were yelling about getting a less expensive Canyon for their lots, they'd be getting one. It's all about giving the dealers what they want, and clearly GM sells the most trucks.

The dealers must be happy about GM's product allocation. Go ask Ford dealers if THEY are.

In 2017, the mid-size class accounted for roughly 16 percent of total Q3 pickup truck sales; for 2018 Q3, mid-sizers accounted for 18.5 percent.

@PUTC

I recall there was not a whole lot of new product or excitement in 2017, apart from the growth in economic performance, and some better housing numbers, and employment stats.

In 2018 the president's new tax cuts were being felt and showing up on paychecks, while fleet sales grew as well. One of the White House's big initiatives in 2019 will be to make the tax cuts permanent, assuming the opposition party does not retake the Senate or House in this fall's elections.

Hopefully for Ford, the economic wave continues and the Ranger is welcomed in next year to a warm and enthusiastic market.

If the trend or the last several years continue 2019 will be a somewhat pivotal truck sales year. Ram will likely surpass Chevy to become second in brand sales. Ford will claim the title of best selling line of trucks.

brand sales???

Who gives a rat's a*s?

Go talk to the big institutional investors on Wall Street and ask them if they give a second thought to "brand sales." They would look at you like some kind of rare insect.

Corporate momentum, global reach, profitability, great management---these are the things that keep investors awake nights, not silly ideas about brand...

"I'll take MaDonald's over Ford slop anyday.

Posted by: GMSRGREAT | Oct 8, 2018 8:00:02 AM"

You also gladly take the Gm slop every day....

You really think investors won't care if ram surpasses Chevy in sales? Ok then.

Papajim I made no comment about investors. This is a truck forum not an investor forum.

papajim was asked about investing one day.

He said he wasn't very good at it.

If you want sound investing information, you better check with someone else.

Man, the Silverado is struggling. 3rd place for the 3rd quarter.

F-series sales have plateaued and will likely decline following the release of newer more advanced trucks from Ram and GM. I'm sure ford will attribute the F-series sales drop as being cannibalized by the Ranger at future sales # release dates.

It’s a shame that the only way Garbage Motors can beat Ford in sales is by combining Two lines of trucks.

"GM the McDonald's of pickup manufacturers. But they can only sell 200 more by adding up all of their truck lines. Something wrong in GMville..."
Posted by: Chris and Frank | Oct 8, 2018 7:34:19 AM

The gay couple Chris and Frank actually wrote that if you take all of the pick-ups that GM sells they sell more than Ford. Apparently that's a problem for the couple...lol. As with their trucks catching fire, addition is also problem for many Ford lovers.

"It’s a shame that the only way Garbage Motors can beat Ford in sales is by combining Two lines of trucks..."
Posted by: Chingon | Oct 8, 2018 11:24:22 AM

What's really a shame is how Fix Or Repaid Daily lovers have such a hard time counting lines. While Chitgon while you are putting out the Ford fire, you might want to review this video...

https://www.youtube.com/watch?v=CECA1juUHPk

Most of the F$rd buyers will understand the video!

Rather than address the peanut gallery as individuals, in reaction I'll make a broader statement for their exclusive benefit.

Discussions about "brand" are the domain of the Marketing Dept guys, both in Detroit and on Wall Street. Major investors aren't breaking it down that small.

Investors want to know about momentum, P/E ratios, ROI, horizons, etc.

Marketing guys worry about the new grille, or the colors, or dopey questions about trim packages. What do women think? All that stuff.

Investors? No.

Papajim I thought this was a truck forum not an investor forum. That said GM's eroding full-size trucks sales certainly speaks to momentum. The introduction of the Ranger will likely affect GM mid-size momentum.

@FIF

You chose a topic you know ZERO about to challenge me?

“ Even now, with just three trucks — the F-150, F-250 and F-350 — to GM's eight, Ford is trailing GM by less than 30,000 units. Surely Ford can sell that many Rangers in 2019, even without the possible arrival of the Ranger Raptor. “

Well well well...looks look me more proof that GMSHILL is wrong.

Only one Silverado he says. Hahaha.

@ PapaJoke

Get on topic you bloody moron.

You feel challenged by a post on a forum!

@FIF

You do it quite a lot more than your small brain can quantify, evidently.

@ The dummy really it’s that what you watch to entertain your self what a LOOSERS maybe he doesn’t know how to count.So he spent most of his horrible time watching kids videos hahahah. What a MORON!!! Let’s be realistic the chebby can keep up with the Ford F-150 and that’s a shame that all the garbage motors fan GIRLYS have to count two lines of trucks against one line of truck THE F-Series.

Can’t

I don't like papajim's tone.

This paragraph says it all;
The Ford F-Series continues to dominate the full-size pickup class, leading in both the half-ton and heavy-duty categories. However, when looking at all pickup truck sales, GM's four-truck strategy — mid-size, half ton, three-quarter ton and one ton — across two brands — Chevrolet and GMC — seems to be making the difference. There's no question that Ford's returning Ranger will have an impact on sales, but by how much? It wouldn't surprise us to see something close to or just more than 100,000 units in its first full year, which would give Ford the undisputed lead in pickup sales. Even now, with just three trucks — the F-150, F-250 and F-350 — to GM's eight, Ford is trailing GM by less than 30,000 units. Surely Ford can sell that many Rangers in 2019, even without the possible arrival of the Ranger Raptor.

For everyone telling Papajim to stay on topic, please follow your own directions and stay on topic.

Again great job by Ram and Toyota Tacoma for big months. GM sells most trucks Great job.

Buy what you like, deal with it!

@Lionel:

That paragraph states that GM sold more trucks.

Where did everybody go?

Is anybody here?

F-series sales have plateaued and will likely decline following the release of newer more advanced trucks from Ram and GM. I'm sure ford will attribute the F-series sales drop as being cannibalized by the Ranger at future sales # release dates.


Posted by: GMSRGREAT | Oct 8, 2018 11:23:19 AM

The article states "F-Series Dominate."

You should kill yourself. Take TNT, and poopajim with you.

@ all ford guys

I dont know how any of u guys can attack any gm guys after observing what this character frank says.

PUTC needs to ban Frank and his other 20 user names for this:

"You should kill yourself. Take TNT, and poopajim with you."

Please get rid of this clown!

You should kill yourself.

Posted by: Frank | Oct 8, 2018 6:43:41 PM

Being the gentleman that I am, I insist, you go first.

The Silverado sales is killing it already this year. New models will wipe the floors with F-series.

In the third quarter Silverado sales were 59% of ford f-Series. I guess I don't understand killing it or more likely you don't.

Now instead of once a month, point less discussion on brand and who's better than who is discussed twice a month.

Mark, besides charting things a little different and adding a few things like midsize being 18.4% of total market, which I already calculated on 10/2/18, what's new with this breakdown. Oh you've speculated that Frontier isn't even coming out in 2019, but more like 2020, from a dependable source I presume. I guess we all have to make a living and if pickuptrucks.com isn't getting news, of any kind out, ie site hits, it isn't making a living, or at least a better one.

Just amazes me that much of the same bickering that occurred on 10/2/18 now gets repeated here.

@GMS Where'd everyone go? Places were the news isn't re-hashed. So why am I here? Maybe I have too much time on my hand, and am slightly addicted to this worthless babble.

So why am I here? Maybe I have too much time on my hand, and am slightly addicted to this worthless babble...Posted by: Angelo | Oct 8, 2018

@Angelo

Your commentary sounds like a lot of navel-gazing to me.

These comments at PUTC provide entertainment for some of us. The periodic research reports and vehicle comparisons offer a chance for people who have an opinion to share it---which is the entire point. It is even educational from time to time.

I've been grateful to simply have something like this to distract my attention. I have no doubt there are others on this site dealing with similar conditions or illnesses.

As far has having "time on your hands" have you ever considered volunteering?

Ford the McDonald's of pickup manufacturers. But they can only sell more by dumping 15 grand in incentives on the hood and flooding the market with fleet trucks built cheap thanks to Mexican made diesel engines. Something wrong in Fordville when the stock has lost half its value in under five years.

Posted by: Chris and Frank | Oct 8, 2018 7:34:19 AM

Finally some sensible posts by your guys. You finally get it. Ford has turned their truck line into a bunch of metro-oriented soft weights. The beds are the weakest of any full-size truck, the suspension is weaker, the 4-wheel drive system uses PLASTIC to lock the hubs, the dashes warp on the dealer lot, and the engines are throwaway-grade designs.

I agree with Nitro.

Me too!

Sell Ford. Buy GM!

In the third quarter Silverado sales were 59% of ford f-Series. I guess I don't understand killing it or more likely you don't.
Posted by: just the truth | Oct 8, 2018 10:00:14 PM

Back in early 2015, you fanboys were making excuses for Ford when they were switching models by saying:

"Ford is currently having supply issues with the frame and other parts. When those are sorted I'm sure their sales will rebound."
Posted by: Truck1 | Jun 2, 2015 12:15:52 PM

So quick to come up with excuses for Ford when they blame "frame supply issues" for huge sales drops, yet they're quick to proclaim GM's truck a failure when they only have one plant running anywhere near full capacity and currently having production issues due to a windshield shortage.

"Frame deleys and not running plants at full capacity due to the shortage is ultimately hurting Ford."
Posted by: freedomidi86 | Jun 2, 2015 12:37:15 PM

Hmm plants not running at full capacity... seems to be the EXACT situation that GM is in now that they have completely redesigned the entire truck from the ground up. But I guess it's only a valid reason for a sales dip when it's Ford making a truck with an aluminum body.


"A lot of Ford's inventory are remaining 2014's. There are not a lot of 2015 F-150's and the ones that are at the dealers are the higher trim models."
Posted by: Jeff S | Jun 2, 2015 1:38:23 PM

Hmm interesting. The exact same situation exists for GM right now. Very few 2019's and whatever remaining inventory of 2018's. But I guess that's only a valid reason for a sales dip when Ford replaces an old truck with a new truck.

"

Ford Tops Auto Companies in Brand Survey (Wall St Journal)

Ford’s brand value was pegged at $20.3 billion, which put it in the 25th place overall. Ford was followed on the list by Chevrolet, General Motors Co. largest division, with a value of $7.2 billion, which put it in 66th place. However, sales of its flagship Silverado full-sized pickup substantially trail Ford’s F-150, the best-selling vehicle in America.

GMC ranked 172nd in the Brand Finance study, with a value of $3.5 billion"
Posted by: Chuck Taylor | Jun 2, 2015 1:48:38 PM


Wow it's great looking back in time. What a transformation Ford has pulled off. They've lost nearly half their value in such a short amount of time despite the "advantage" of having trucks made of "game-changing" top secret "military grade" aluminum super-alloy technology.

"I'd feel good about these numbers given the constraints and facts if I was Ford.

Half the inventory and both plants have slowed and one plant isn't at full production yet. Didn't run any Memorial Day sales. Virtually no incentives."
Posted by: Thomas Lemon | Jun 2, 2015 2:03:18 PM

Hmm most plants were running at full capacity. The only GM plant we know of that's building 2019 trucks at anywhere near full capacity is the Fort Wayne plant and they've been slowed down due to issues with their windshield supplier. Yet here come the Ford hicks spinning this sales breakdown as a GM failure when they were so eager to make excuses in 2015. Funny, by early June 2015 Ford dealers were already throwing $11k on the hoods of 2015 F-150's. GM hasn't even come close to that incentive yet with their 2019 trucks.

"Now it's still early but GM combined is back to beating Ford's single truck line again but only after Ford shut down factories and have half the normal inventory. Not that there's anything wrong with that. But GM guys are sounding a little desperate to show they are beating Ford."
Posted by: Scott C. | Jun 2, 2015 3:22:23 PM

Sounds like Ford guys are a little desperate right now considering that even with an unhealthy reliance on low-margin fleet sales and huge $15k incentives on 2018 F-150's, sales are down and Ford has lost half its value in less than 5 years. GM's inventory is in the exact same transition that Ford was in in 2015, yet I doubt any of the fools that made some of the comments above would admit that it may be playing a role in GM's sales numbers. Especially when their inventory is largely made up of remaining 2018's and a small number of 2019 trucks. Ridiculous.

As per Wall Street Journal
Ford 1 Truck brand Company valued 20.3Billions
GM 4 Truck brand Company valued 10.5 Billions
Posted by: Chuck Taylor | Jun 2, 2015 4:02:18 PM

Hey Chuck, does it hurt inside to realize that Ford sales have been at their highest in years, yet they can barely muster a profit, their trucks have slowly built a reputation for being the weakest F-series trucks yet, and the company has lost half its value in less than 5 years? FCA OUTSOLD Ford in September. Very concerning indeed.

Clean sweep as usual for Ford Full size! Great Job!

TNT has no clue. For dis the big winner here. Gm cannot hold a candle to anything Ford did or ever will do.

"Hmm interesting. The exact same situation exists for GM right now. Very few 2019's and whatever remaining inventory of 2018's. But I guess that's only a valid reason for a sales dip when Ford replaces an old truck with a new truck.

Posted by: Casual Observer of Fools | Oct 9, 2018 4:20:49 AM"

WRONG!! Gm is making the old body design along with the redesigned 2019 so they dont only have "remaining" 2018's to sell along with the new 2019's. Much different scenario than when Ford actually stopping production completeley to re-tool for the new truck while not having the old-body truck to sell in the meantime.

"Ford the McDonald's of pickup manufacturers. But they can only sell more by dumping 15 grand in incentives on the hood and flooding the market with fleet trucks built cheap thanks to Mexican made diesel engines. Something wrong in Fordville when the stock has lost half its value in under five years.

Posted by: Chris and Frank | Oct 8, 2018 7:34:19 AM"

Where do you and casual fool get any of your facts regarding how many fleet trucks Ford sells?? Or is it just another running of your mouth? As far as flooding the market with trucks that have Mexican made diesel engines, if you are a Gm fan then you should be ashamed to bring that up being that not only does gm make engines but entire trucks in Mexico (Silao plant) http://gmauthority.com/blog/gm/gm-facilities/gm-mexico-facilities/gm-silao-plant/

http://gmauthority.com/blog/2018/08/how-gm-is-handling-2019-silverado-and-sierra-production-an-infographic/


Just another gm kool-aid drinking shill running at the mouth i guess.....

GM has no "four-truck strategy". The 3/4 and one-ton trucks aren't different enough to warrant this ad hoc foolishness.

RAM's 3/4 and one-tons actually have a different rear suspension setup and THEY aren't even considered different model lines.

The main difference in sales between the two top dogs are midsize truck numbers. To me, the manufacturer that builds and sells the most full-size trucks is the prime mover in the industry.



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