Toyota Tacoma Controls 44.6% Of U.S. Midsize Truck Market in 2023, But Sales Decline A Lot Overall – Winners & Losers

2023 q3 usa sales toyota tacoma ford ranger chevy colorado gladiator

2023 was supposed to be the year of the midsize truck in the United States! Most manufacturers aimed to bring all-new or refreshed versions of their midsize pickups in 2023. The reality is a bit different and it’s mostly bad news.

This manufacturing switchover usually means that there is a temporary sales slowdown, followed by a sales surge of new products. We have been semi-patiently waiting for an all-new 2024 Toyota Tacoma – it’s still not on sale. We saw the introduction of the all-new Chevy Colorado and GMC Canyon. This new truck launch has been slowed by some initial quality issues and a UAW strike. The Nissan Frontier did not change much in 2023, although a new Hardbody trim was introduced at the end of the year. The 2024 Jeep Gladiator refresh made its debut, but these updated trucks still have not reached many dealerships. The all-new 2024 Ford Ranger is still not on sale, and the current 2023 Ranger production has slowed down to a slow trickle. Ford sold just 839 Rangers in Q4 2023!

The only good news is that the Honda Ridgeline welcomed 21.6% more owners in 2023 than in 2022.

Full-Year 2023 Midsize Truck Sales Data

ModelFull-Year 2023 SalesFull-Year 2022 SalesChange (%)
Toyota Tacoma234,768237,323-1.1%
->GM (COMBINED)*->93,539*->117,016*-20.1%
Chevy Colorado71,08189,197-20.3%
Nissan Frontier58,13576,183-23.7%
Jeep Gladiator55,18877,855-29.1%
Honda Ridgeline52,00142,76221.6%
Ford Ranger32,33457,005-43.3%
GMC Canyon22,45827,819-19.3%
TOTAL MIDSIZE SALES525,965608,144-13.5%

What about the Rivian R1T electric pickup truck that we usually track along with similar-sized midsize pickup trucks? We do not have the latest R1T sales breakdown numbers. However, Rivian has officially stated that the company produced 57,232 vehicles and delivered 50,122 vehicles in 2023. It’s not yet clear how many R1T, R1S, or delivery vans this turns out to be delivered in the U.S.

Full-Year 2023 Maverick vs. Santa Cruz Sales

Now, while Ford dealers took a notable hit with Ranger sales, the same cannot be said for the Maverick. A full year of sales reveals that the company’s new small truck is remarkably popular. Not only does it offset the Ranger’s poorer performance, but it outsold its equally fresh rival, the Hyundai Santa Cruz, by almost three-to-one.

ModelFull-Year 2023 SalesFull-Year 2022 SalesChange (%)
Ford Maverick94,05874,370+26.5%
Hyundai Santa Cruz36,67536,480+1%
TOTAL SMALL TRUCK SALES130,733110,850+17.9%

Could it be that very strong compact pickup truck sales are eating away at midsize truck sales as well? Yes, this is another factor. Will the traditional midsize pickup truck market rebound in the United States in 2024? I am still bullish on this since the all-new 2024 Tacoma, 2024 Ranger, and 2024 Gladiator are just around the corner.