Ford F-Series Dominates 2018 Pickup Market, Ram Outsells Silverado

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Ford Motor Co. (NYSE: F) sold 87,772 F-Series pickups in December, topping sales of Fiat Chrysler Automobiles N.V. (NYSE: FCAU) Ram pickups of 60,155 units. General Motors Co. (NYSE: GM), which reports only quarterly sales, reported full-size pickup sales of 228,490 units.

For all of 2018, Ford sold 909,330 F-Series pickups to Ram’s total of 597,368. General Motors Co. (NYSE: GM) sold 585,581 Chevy Silverado pickups and 219,554 GMC Sierra pickups for a total of 805,135 units.

Ford F-Series pickup sales rose 1.4% year over year in 2018, compared to a sales gain of about 0.2% for the two GM models. Ram pickup sales rose 7% year over year in 2018.

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 December totaled 11,216, up 3% year over year for the month. Full-year sales rose 1.7% to 118,258 units.

Nissan reported December Titan sales of 4,661 units, down 16.5% year over year. For the full year, Titan sales totaled 50,459, a decrease of 4.7% compared with 2017.

Toyota sold 21,531 of the company’s midsize Tacoma pickups in December, up 15.1% compared with December of last year. Tacoma’s total sales for the year rang in at 245,659, up 24% year over year.

Nissan’s midsize Frontier pickup sold 7,492 units in December, a jump of 27.4% year over year. Sales for the year rose 7.1% to 79,646 units.

Honda Motor Co. Ltd. (NYSE: HMC) sold 2,867 midsize Ridgeline pickups in the month, up by 0.5% year over year. Honda Ridgeline sales of 30,592 units in all of 2018 are down 12% year over year.

GM’s midsize pair, the Chevy Colorado and the GMC Canyon, sold 134,842 units and 33,492 units, respectively, in 2018.

Total midsize pickup sales came in at 524,231 last year, with Toyota’s Tacoma nabbing nearly half (46.8%) of the market. The market for midsize trucks will get a shake-up in 2019, with Ford’s new midsize Ranger pickup hitting dealer showrooms beginning this month after a seven-year absence. Many Tacoma buyers were previous Ranger owners — how loyal will they be?

For the full year, Ford captured 39.3% of full-size pickup sales among the Detroit Three. Ram took 25.8% of sales, GM Silverado took 25.3% and Sierra nabbed 9.5%.

In 2017, Ford’s share of the full-size pickup market came in at 39.7%, while Chevrolet Silverado nabbed 26.0%, Ram rang up 24.7% and GMC Sierra took 9.6%.