August 2016 Truck Sales – Mid-Size Again Dominates
Tim Esterdahl | Sep 08, 2016 | Comments 5
In the land of full-size trucks, the mid-size market continues to prove critics and diehards wrong. While many wonder why people spend the same money for a smaller truck, the sales results tell the story. Mid-size trucks are simply hot right now.
Sales slowed for both Toyota truck products in August meaning many trucks like this one from Ashland Toyota Scion sat around in showrooms.
For the month of August, truck sales slipped a bit – a surprising first in a long stretch of impressive sales results.
Here is the data:
| Rank | Model YTD Sales | YTD vs. 2015 | Year-Over-Year | Monthly Sales | Monthly Change vs. 2015 |
|---|---|---|---|---|---|
| 1 - Ford F-Series | 527,847 | +6.7% | August 2016 August 2015 | 66,946 71,332 | -6.1% |
| 2 - Chevy Silverado | 380,176 | -1.8% | August 2016 August 2015 | 52,408 54,977 | -4.7% |
| 3 - Ram Truck | 308,970 | +4.6% | August 2016 August 2015 | 40,202 40,341 | -0.3% |
| 4 - GMC Sierra | 146,372 | +3.2% | August 2016 August 2015 | 17,478 21,241 | -17.7% |
| 5 - Toyota Tacoma | 126,988 | +4.0% | August 2016 August 2015 | 15,373 16,230 | -5.3% |
| 6 - Toyota Tundra | 75,315 | -7.7% | August 2016 August 2015 | 9,875 10,057 | -1.8% |
| 7 - Chevrolet Colorado | 69,664 | +24.6% | August 2016 August 2015 | 9,242 7,114 | +29.9% |
| 8 - Nissan Frontier | 61,792 | +44.9% | August 2016 August 2015 | 9,537 3,645 | +161.6% |
| 9 - GMC Canyon | 24,257 | +20.7% | August 2016 August 2015 | 3,363 2,423 | +38.8% |
| 10 - Honda Ridgeline | 9,429 | +1,738% | August 2016 August 2015 | 3,437 4 | +85,825% |
| 11 - Nissan Titan | 8,490 | +0.6% | August 2016 August 2015 | 1,248 1,268 | -1.6% |
A few items stand out with these results starting with the poor month for both Toyota products. This is a little surprising since the Tacoma had been selling really well. No knee-jerk reaction to the sales likely coming from Toyota, just an interesting result.
The Frontier continues to defy conventional wisdom and really shows the sales power of putting cash on the hood.
Finally, like we have been talking about, the Nissan Titan continues to struggle. While we have our suspicions why, this is simply disappointing for the company.
Filed Under: Auto News
Are fleet sales another driving force for Frontier sales?
Other stand outs are the strong sales for the Canyon and Colorado. Also, the new Ridgeline is off to a good start.
No. The price is a big driving indicator according to Nissan.
-Tim
You said: “A few items stand out with these results starting with the poor month for both Toyota products”
This is what the figures actually show: Even though sales for both lines are down, the Tundra Month over Month 2016/2015 was the half-ton leader by a wide margin. Tundra sales were virtually flat, the other half tons lost big percentage points. This is a major difference.
Poor Titan sales numbers. Once again this is due to the economy plain and simple. The Titan XD has been built for a market that is not what it was for 2001 through 2008; times have changed – the economy. Both GM and Ford are in a world of “extreme” hurt right now. The “only” thing that has been carrying them for the last two years is the “false sales” created by the sub-prime auto lending. That bubble will soon bust. RAM to a lesser extent. If our economy is “liberated” the Titan sales could explode.
So Toyota is doing things right. They are positioned correctly for the upcoming “poor automotive” market that will soon be upon us. Their proven QDR will help carry them through the tuff times.
The Ridgeline is now addressing a market that has been left unfilled over the last 10 years. Honda has the virtual equivalent of Toyota’s QDR. They should do very well in the upcoming down turn, just like Toyota.
Randy,
There is that take on it with the thinking the entire industry is in for a downturn. Interesting thought.
-Tim
The Tundra sales aren’t surprising. It’s the oldest half-ton on the market and fuel economy numbers that stand out when compared to the top 3. I don’t see how GM and Ford are in an “extreme” world of hurt. Ford can ride out the current half-ton platform for many years to come just as Toyota has the Tundra since 2007. GM, with its incremental update strategy, keeps production costs in check, along with maintaining competitive features. Yet the incremental strategy allows it to react quickly in the event that pickup sales take a major downturn. If anybody is an “extreme” world of hurt it’s Ram. The Ram 1500 is getting long in the tooth yet FCA is extremely tight on money for updating the old platform. The Tundra may be old and relatively uncompetitive, but Toyota could ride the platform out for a few more years without hesitation.
Honda certainly does not have the QDR Toyota is capable of. They have had major issues with oil consumption, rough idle issues, and transmission programming issues (check out the 2015/2016 Honda Pilot trans issues). The Tacoma is clearly limited by production capacity but I’m not so sure that’s a bad thing. The 2016 model year has had a number of quality issues that aren’t representative of the old Toyota. It’s clear that issues are being missed in the push to make as many Tacoma’s as possible. I’m suprised by the Colorado/Canyon. I didn’t think they would do nearly as well as they have thus far. If the 8-speed transmission rolls out with minimal issues, Toyota might finally have enough motivation to get the 8-speed into their truck lines.