In the first half of 2024, the truck market saw some interesting developments. Ford’s F-150 Lightning, a zero-emission truck, sold 15,645 units during this period. However, it was overshadowed by the F-150 PowerBoost, which sold a whopping 33,674 units. General Motors also had a strong showing with their Chevrolet Silverado and GMC Sierra lines. The Silverado sold a total of 281,099 trucks, while the Sierra had 148,785 deliveries. This means that General Motors outsold their rival Ford Motor Company in the full-size truck segment.
General Motors’ success was not limited to their traditional trucks. The Silverado EV, their electric offering, moved 3,257 units in the first six months of the year. Additionally, the GMC Hummer EV, which includes both pickup and SUV variants, had 4,597 deliveries. However, despite these numbers, General Motors still has some catching up to do.
On the other hand, Ram faced a decline in sales. Their P/U series saw a significant drop of -20% compared to the first half of the previous year. They sold 179,526 units, a far cry from the 223,049 deliveries they had in the same period last year. The reasons for this decline are not solely attributed to the changeover to the 2025 model year. The pricing of Ram trucks may have played a role, as they tend to be more expensive than their competitors. For example, the most work-oriented Ram 1500 starts at $40,275, while the F-150 and Silverado 1500 have lower starting prices.
Moving on to the foreign players in the full-size truck segment, Toyota’s Tundra dominated Nissan’s Titan. The Tundra had 78,454 deliveries, while the Titan only managed 8,209. Toyota saw a 31.3% increase in deliveries compared to the first half of 2023, while the Titan experienced a decline of -22.2%.
The Tundra is available with a twin-turbo V6 engine, similar to Ford’s offerings. It also offers a hybrid variant called the i-FORCE MAX. It’s important not to confuse this with the four-cylinder turbo i-FORCE MAX found in the smaller Tacoma. Toyota’s data for the second quarter of 2024 shows that the Tundra i-FORCE MAX had 26,867 deliveries in the first six months of the year, an 88.1% increase compared to the same period last year. It’s worth noting that the Tundra i-FORCE MAX is only 6,807 deliveries behind Ford’s F-150 PowerBoost in the US market.
Overall, the truck market in the first half of 2024 saw some interesting trends and competition among the major players.
