Tundra 2010 Sales Growth Ahead of Chevy, GMC, and Ram
Yesterday Toyota announced their 2010 total sales figures, which were quickly pulled into a 2010 Pickup Sales Totals article on PickupTrucks.com. The highlight? Toyota Tundra sales in 2010 grew 17.5% compared to 2009, which means that Toyota sold a total of 93,309 trucks.
While Ram and GM both sold more trucks (199,652 Rams and 499,929 GM’s), sales growth at Ram was 12.6% and about 16.5% at GM. Ford was the big winner with 528,349 trucks sold in 2010 – 27.7% more than 2009. Titan pulled up the rear with 23,416 sales in 2010, growth of 23%.
While some people might look at the numbers for Ford, Ram, and GM and marvel, you have to handicap these numbers because:
- Ford, GM, and Chrysler are very dependent on fleet sales. About 30% (!) of Ford’s sales are fleet (according to Ford sales analyst George Pipas), while GM and Chrysler were shooting for only 25% fleet in 2010…which might be a little ambitious considering GM was at 31% fleet at the end of July and Chrysler was knocking on the door of 40% at the same time (read more here). Toyota fleet sales account for about 6% of total sales, with the Tundra being a very small component (most Toyota fleet sales are from Prius and Camry).
There’s nothing wrong with fleet sales of course, but it’s generally accepted that selling vehicles directly to individual consumers is better than selling them to corporate or government fleets. Considering that the Tundra out-gained GM and Chrysler compared to 2009 without strong fleet sales, that’s a good indicator that the Tundra is more than holding it’s own against those two.
- Total sales growth figures from Ram, Ford, and GM include heavy duty models. GM, Ford, and Ram all reported HD sales growth that was greater than sales growth from LD trucks.
In other words, GM had 16.5% sales growth total, but the light-duty trucks that compete directly with the Tundra probably didn’t grow sales as greatly. Same goes for the Ram sales numbers.
- GM, Ford, and Chrysler-Fiat still lead the auto industry in incentives. According to Edmunds.com, Toyota vehicle incentives for 2010 were 21% below the industry average. Ford? 26% above. GM and Chrysler? About 33% above average.
It’s great that GM, Ford, and Ram sell a lot of trucks, but it kills resale value when these trucks lead the industry in cash back incentives.
To be clear – 2010 was *not* a rosy year for Toyota as a whole. They lost market share to Ford and Hyundai, increased incentive spending compared to 2009, and they still have a lot of work to do to earn back the trust of the average consumer.
However, 2010 *was* a good year for the Tundra (and the Titan and the F150 too).
Haters GM and Ram owners? Comment below.
Filed Under: Auto News