The 2024 Q3 truck sales results are out and most trucks saw a sales decline with just a few posting gains.
Full-size 2024 Q3 truck sales
Starting off with the full-size truck sales, we see Ford continues to post steady sales nearly hitting 200k F-series trucks sold.
Chevrolet Silverado and GMC Sierra were a mixed bag with one up and the other down for sales. Combined they total 207,395 trucks sold besting Ford.
Ram truck sales had another bad quarter, which isn’t so surprising with a new 2025 Ram 1500 just now hitting dealer lots and a new Ram HD truck making its debut by the end of the year. Many consumers are in wait and see mode right now with new trucks coming.
The Toyota Tundra posted yet another nice gain and looks to be having its best year ever for sales. With the San Antonio, Texas plant building only the Tundra and Sequoia now plus having the engine recall issue resolved, it would be expected to see sales continue to grow.
Finally, the Nissan Titan continues to see sales drops and dealers sell off the remaining inventory of the discontinued truck.
Midsize truck sales
On the midsize truck sales, the Toyota Tacoma remains in first place even with posting a negative quarter. The drop in sales is probably two-fold with inventory finally starting to build for the new truck and the much higher price of the truck versus the competition especially for the top trim TRD Pro and Trailhunter.
The Chevy Colorado and GMC Canyon both posted nice sales gains and with the Missouri plant back on track after last Fall’s UAW strike, sales should continue to grow with more inventory.
Ford Ranger sales are finally booming and, like the GM midsize twins, this all has to do with inventory of the new model finally getting on dealer lots. It was delayed for much of last year and early this year after the strike.
The Nissan Frontier sales are a nice surprise for the brand which was down double-digits overall. With plant space being allocated to the Frontier and the fact it is a pretty darn good midsize truck, it is expected sales will keep growing with the slight refresh hitting dealer lots soon.
Honda Ridgeline showed a nice increase and it continues to be a great alternative truck for people who don’t need all the body-on-frame characteristics of other midsize trucks.
Finally, the Jeep Gladiator had another poor quarter for sales. It is going through a transition right now with the addition of a 4xe plug-in hybrid variant starting production this month and a marketplace that has seen all the other trucks get major overhauls. If the 4xe doesn’t turn into a sales hit for the Gladiator, it is going to be tough to justify keeping the truck in production.
Compact truck sales
On the compact side, the Ford Maverick continues to dominate and be a big hit for the brand. With the new Lobo truck and the addition of AWD to the hybrid powertrain, the Maverick sales should continue to grow.
The Hyundai Santa Cruz meanwhile saw a sizable sales drop and with just a new front fascia and new infotainment system being the main updates for this year, it doesn’t seem likely sales will turn around that sharply.
Electric truck sales
For electric trucks, the sales are all over the place from what I could find. Tesla doesn’t report sales numbers, Rivian doesn’t break them out and the GMC Hummer EV numbers include the SUV and the truck.
With all that said, I’d take these numbers with a big grain of salt with only the Ford Lightning and Chevrolet Silverado EV being completely factual. Both of the those trucks continue to see sales growth, yet it is just way too early to tell if they are going to be a sizable part of the truck market.
| 2024 Q3 Pickup Sales | ||||||
|---|---|---|---|---|---|---|
| Full-Size Truck Sales | Q3 Sales | Last Year Q3 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Ford F-Series | 198,429 | 190,477 | 4.2 | 550,835 | 573,370 | -3.9 |
| Chevy Silverado LD HD | 127,169 85,190 41,979 | 140,076 85,262 54,071 | -9.3 -0.1 -22 | 399,604 269,936 129,668 | 403,403 265,377 138,026 | -1 1.7 -6.1 |
| Ram Truck | 89,140 | 109,391 | -19 | 268,666 | 332,440 | -19 |
| GMC Sierra LD HD | 80,226 52,647 27,579 | 73,219 44,769 28,450 | 9.6 17.6 -3.1 | 229,011 153,920 75,091 | 216,227 137,747 78,480 | 5.6 11.7 -4.3 |
| Toyota Tundra | 39,069 | 32,953 | 18.5 | 78,454 | 59,735 | 31.3 |
| Nissan Titan | 3,976 | 4,857 | -18 | 12,185 | 15,407 | -20.9 |
| Midsize Truck Sales | Q3 Sales | Last Year Q3 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Toyota Tacoma | 57,368 | 63,196 | -10.1 | 126,805 | 179,681 | -29.4 |
| Chevrolet Colorado | 28,887 | 25,520 | 13.2 | 70,710 | 58,685 | 20.5 |
| Ford Ranger | 15,504 | 7,385 | 109.9 | 30,679 | 31,503 | -2.6 |
| Nissan Frontier | 14,294 | 11,756 | 21.6 | 54,257 | 45,895 | 18.2 |
| Honda Ridgeline | 13,112 | 12,138 | 8 | 33,034 | 27,430 | -16.5 |
| GMC Canyon | 10,121 | 7,627 | 32.7 | 26,956 | 19,351 | 39.3 |
| Jeep Gladiator | 9,192 | 14,202 | -35 | 32,670 | 41,528 | -21 |
| Compact Pickup Sales | Q3 Sales | Last Year Q3 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Ford Maverick | 31,883 | 23,931 | 33.2 | 108,996 | 66,430 | 64.1 |
| Hyundai Santa Cruz | 7,226 | 9,033 | -20 | 25,171 | 29,083 | -13 |
| EV Truck Sales | Q3 Sales | Last Year Q3 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Rivian - R1T, R1S, Van | 15,232 | 15,564 | -2.2 | 42,610 | 36,150 | 17.8 |
| Tesla Cybertruck | 9,000* | - | - | - | - | - |
| Ford Lightning | 7,162 | 3,503 | 104.5 | 22,807 | 12,260 | 86 |
| GMC Hummer EV | 4,305 | 1,167 | 268.9 | 8,902 | 1,216 | 632.1 |
| Chevrolet Silverado EV | 1,995 | 18 | 10983 | 5,252 | 18 | 29077 |
The bottom line
With a new port strike going on disrupting the supply chain, a likely UAW strike against Stellantis and high-interest rates, I wouldn’t expect a stellar sales year for any of the brands.
