The 2025 Q1 truck sales are in and the results are all over the place with the Ford F-Series and Toyota Tacoma booming; meanwhile the Nissan Frontier saw a big drop.
In the sales summary reports from the automakers, most talked about how March was a big month thanks to the pending automotive tariff on new vehicles driving customers to the lots to buy now.
2025 Q1 truck sales, full-size trucks
Kicking off the truck sales report are the full-size trucks with the Ford F-Series (F-150, F-250, F-350 and F-450) turning in a big sales jump.
GM had a good quarter with the Silverado LD (light duty) and the HD (heavy duty) up and the Sierra was up for both categories. In their press release, they stated they are the “market leader in full-size pickups and SUVs.”
Ram’s truck sales results are interesting for two reasons. First, Ram sales they were actually up in retail sales and the decrease is really due to less fleet sales. Second, for the first time in my recent memory, Ram broke out the sales data for the heavy-duty trucks.
The Toyota Tundra sales were basically flat and the Nissan Titan continues selling off its remaining models.
Midsize truck sales
On the midsize truck sales, the Tacoma had a massive quarter up 184.9 percent that’s directly tied to finally have a full assortment of inventory on dealership lots.
The Chevy Colorado and GMC Canyon both had a big rebound quarter from a year ago when the UAW strike caused issues with production. Along those same lines, the Ford Ranger had a big quarter for the same reasons.
This new competition took a big bite out of the Nissan Frontier sales down 26.7 percent. Also, affected were the Jeep Gladiator and Honda Ridgeline.
Compact truck sales
For the smaller compact truck sales, the Ford Maverick had its first quarter ever, if my memory serves me right, showing a decline in sales.
The Hyundai Santa Cruz also saw a big decline in sales. With only 6,648 trucks sold, it seems like Hyundai needs to do something to either increase sales or plan to discontinue the truck especially with rumors of new competitors from GM and Toyota on the horizon.
Electric truck sales
EV truck sales are hard to figure out with brands like Rivian and Tesla never sharing detailed information. GMC also puts the Hummer SUV and Hummer truck together in one category.
Overall, the low sales volume is a challenge for automakers with billions invested in their success.
| 2025 Q1 Pickup Sales | ||||||
|---|---|---|---|---|---|---|
| Full-Size Truck Sales | Q1 Sales | Last Year Q1 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Ford F-Series | 183,202 | 145,200 | 26.17 | 183,202 | 145,200 | 26.17 |
| Chevy Silverado | 125,298 | 125,502 | .01 | 125,298 | 125,502 | .01 |
| LD | 78,199 | 84,586 | -7.6 | 78,199 | 84,586 | -7.6 |
| HD | 47,099 | 41,916 | 12.4 | 47,099 | 41,916 | 12.4 |
| Ram Truck | 78,848 | 89,417 | -11 | 78,848 | 89,417 | -11 |
| LD | 47,067 | 53,031 | -11 | 47,067 | 53,031 | -11 |
| HD | 31,781 | 36,386 | -12.7 | 31,781 | 36,386 | -12.7 |
| GMC Sierra | 77,292 | 68,597 | 13.6 | 77,292 | 68,597 | 13.6 |
| LD | 52,891 | 46,223 | 14.4 | 52,891 | 46,223 | 14.4 |
| HD | 24,401 | 22,374 | 9.1 | 24,401 | 22,374 | 9.1 |
| Toyota Tundra | 35,550 | 36,215 | -0.8 | 35,550 | 36,215 | -0.8 |
| Nissan Titan | 1,556 | 4,145 | -62.5 | 1,556 | 4,145 | -62.5 |
| Midsize Truck Sales | Q1 Sales | Last Year Q1 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Toyota Tacoma | 59,285 | 21,558 | 184.9 | 59,285 | 21,558 | 184.9 |
| Chevrolet Colorado | 25,856 | 14,922 | 73.3 | 25,856 | 14,922 | 73.3 |
| Ford Ranger | 14,913 | 1,918 | 677.53 | 14,913 | 1,918 | 677.53 |
| Nissan Frontier | 14,481 | 19,744 | -26.7 | 14,481 | 19,744 | -26.7 |
| Jeep Gladiator | 12,057 | 12,989 | -7 | 12,057 | 12,989 | -7 |
| Honda Ridgeline | 10,951 | 11,296 | -0.5 | 10,951 | 11,296 | -0.5 |
| GMC Canyon | 9,096 | 5,484 | 65.9 | 9,096 | 5,484 | 65.9 |
| Compact Pickup Sales | Q1 Sales | Last Year Q1 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Ford Maverick | 38,015 | 39,061 | -2.68 | 38,015 | 39,061 | -2.68 |
| Hyundai Santa Cruz | 6,648 | 8,417 | -21 | 6,648 | 8,417 | -21 |
| EV Truck Sales | Q1 Sales | Last Year Q1 Sales | Quarterly % Change | Year-to-Date | Last Year-to-Date | Year-over-Year % Change |
| Rivian - R1T, R1S, Van | 8,640 | 13,588 | -36.5 | 8,640 | 13,588 | -36.5 |
| Tesla Cybertruck | 5-8,000 | - | - | - | - | - |
| Ford Lightning | 7,187 | 7,743 | -7.18 | 7,187 | 7,743 | -7.18 |
| GMC Hummer EV | 3,479 | 1,668 | 108.6 | 3,479 | 1,668 | 108.6 |
| Chevrolet Silverado EV | 2,383 | 1,016 | 124.6 | 2,383 | 1,016 | 124.6 |
Our take on the 2025 Q1 truck sales
This is likely going to be the last quarter without a sales drop with expectations the planned tariffs are going to be very challenging for the automotive market. I’d suspect we are going to head back to low 2020 sales numbers which were hampered by Covid-19 and related the supply chain shortages.
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