The world of midsize pickup truck in the U.S. is turbulent in the first quarter of 2024 as far as sales are concerned. The Nissan Frontier has an amazing sales quarter. The Frontier is now in the number two position, behind the Toyota Tacoma. The Chevy Colorado and the GMC Canyon show significant sales growth.
The Toyota Tacoma sales fall down by -59.8% (mainly due to the new generation changeover), but the Tacoma still retains first place. This is how far ahead Tacoma sales were over every other midsize pickup truck. The Ford Ranger is by far in last place as the new generation of the Ranger comes online. The Honda Ridgeline and the Jeep Gladiator see declining sales numbers as well.
Here is how it breaks down.
Midsize Pickup Truck Sales Report
| Model | Q1 2024 (Jan – Mar) | Q1 2023 | Change (%) |
|---|---|---|---|
| Toyota Tacoma | 21,558 | 53,583 | -59.8% |
| – GM (COMBINED)* | 20,406* | 18,272* | 11.7% |
| Nissan Frontier | 19,744 | 16,926 | 16.6% |
| ->Chevy Colorado | 14,922 | 13,256 | 12.6% |
| Jeep Gladiator | 12,989 | 13,575 | -3% |
| Honda Ridgeline | 11,296 | 12,918 | -12.6% |
| ->GMC Canyon | 5,484 | 5,016 | 9.3% |
| Ford Ranger | 1,918 | 11,500 | -83.3% |
| ——– | ——— | ||
| Totals: | 87,911 | 126,774 | -30.7% |
The all-new 2024 Tacoma and 2024 Ranger generation changeover caused the entire segment to lose -30.7% when compared to Q1 of 2023. We expect the Tacoma and Ranger sales to pickup significant by the end of this calendar year. Generation changeover can have a lasting affect on a sales slump, so we do not anticipate this situation to get better within just a couple of months.
Watch our epic Ike Gauntlet world’s toughest towing test midsize truck comparison below! The results are somewhat surprising.
Compact Pickup Truck Sales
Here is what’s going on in the compact pickup truck market. The Ford Maverick sales are still on fire! The Maverick grew sales by 81.9%. If this Q1 2024 sales pace continues, Ford may sell around 156,000 Mavericks in 2024. We will have to wait and see how this story develops. We expect Ford to show an updated 2025 Ford Maverick later this year.
The same cannot be said about the Hyundai Santa Cruz. This little pickup lost -10% when compared to Q1 of 2023. The updated 2025 Hyundai Santa Cruz was shown at the 2024 New York Auto Show. This should make the Santa Cruz more competitive.
| Model | Q1 2024 | Q1 2023 | Change (%) |
| Ford Maverick | 39,061 | 21,478 | 81.9% |
| Hyundai Santa Cruz | 8,417 | 9,307 | -10% |
| —— | —— | ||
| Totals: | 47,478 | 30,785 | 54.2% |
Take a look at this 2025 Santa Cruz versus 2024 Maverick comparison.
