Americans Vote for Pickups--With Their Wallets

Ford Motor Co. (NYSE: F) sold 70,949 F-Series pickups in July, topping sales of Fiat Chrysler Automobiles N.V. (NYSE: FCAU) Ram pickups of 40.276 units. For the year to date, Ford has sold 522,087 F-Series pickups to Ram’s total of 273,815. General Motors Co. (NYSE: GM) no longer reports monthly sales results.

For the first six months of 2018, GM has sold 291,074 Chevy Silverado pickups and 100,874 GMC Sierra pickups, for a total of 391,948 units.

Ford F-Series pickup sales rose 4.6% year over year for the first half of the year, compared to an overall sales gain of 8.2% for the two GM models and a decline of 7% in Ram pickup sales.

Other full-size pickups on offer in the United States are the Tundra from Toyota Motor Corp. (NYSE: TM) and the Nissan Titan. Tundra sales for July totaled 9,478, down 10.1% year over year. Nissan reported July Titan sales of 3,977 units, up 4.9% year over year.

Toyota sold 21,844 of the company’s midsize Tacoma pickups in July, up 25.7% compared with July of last year and the highest July sales level since 1996.

Nissan’s midsize Frontier pickup sold 4,582 units in June, a drop of 40.1% year over year. Honda Motor Co. Ltd. (NYSE: HMC) sold 2,488 midsize Ridgeline pickups in the month, up by 0.2% year over year.

For the year to date, Toyota has sold 65,270 Tundras (up 1.7% year over year) and 138,110 Tacomas (up 23.3%). Nissan has sold 27,271 Titans (down 3.5%) and 46,283 Frontiers (up 1.8%). Honda Ridgeline sales of 17,476 units are down 17.5% year over year.

Ford’s 2018 F-Series is new and has beaten both GM and FCA to market with a new truck. The 2019 GM trucks are due by the end of the year, and Ford is expected to have its new 2019 Ranger midsize pickup to dealers late this year or early next.

In 2017, Ford’s share of the full-size pickup market came in at 39.7%, while the Chevrolet Silverado nabbed 26%, GMC Sierra took 9.6% and Ram rang up 24.7%.

Passenger car sales at Toyota Nissan, and Honda are all down so far this year. On a volume basis, Toyota’s car sales are down 8% year over year, Nissan’s are down 13.7%, and Honda’s are down 6.7%. Ford’s are down 14.5%, while FCA’s Chrysler brand sales are down 13% and the Dodge brand is down 3%. It’s pickups, SUVs and crossovers for American car buyers.

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