The new Toyota Tacoma sales numbers are still down in a big way mainly due to model changeover. Chevrolet and GMC midsize pickups are gaining in a big way. Take a look, Nissan Frontier is also gaining. The United States sales numbers show big losers and winners in the 1st half of 2024. Here is how it all breaks down. Let’s dig in!
Altogether, the midsize pickup truck segment shrank in a big way (-17.5%).
Midsize Pickup Truck Sales Report (Q1+Q2 2024)
| Model | Q1+Q2 2024 | Q1+Q2 2023 | Change (%) |
|---|---|---|---|
| Toyota Tacoma | 69,437 | 116,845 | -40.6% |
| – GM (COMBINED)* | 58,658* | 44,889* | 30.7% |
| ->Chevy Colorado | ->41,823 | ->33,165 | 26.1% |
| Nissan Frontier | 39,963 | 34,139 | 17.1% |
| Jeep Gladiator | 23,478 | 27,326 | -14.1% |
| Honda Ridgeline | 19,922 | 27,430 | -27.4% |
| ->GMC Canyon | ->16,835 | ->11,724 | 43.6% |
| Ford Ranger | 15,175 | 24,118 | -37.1% |
| ——– | ——— | ——— | |
| Totals: | 226,633 | 274,747 | -17.5% |
As already mentioned, the Tacoma sales downturn is mainly due to the new 2024 generation of the truck changeover. Tacoma is down -40.6%. Chevy Colorado and GMC Canyon combined to big gains! The GM twins are closer than ever to where Tacoma sales currently sit. The next quarter will be very telling. Nissan Frontier is showing healthy growth, as its big brother (the Nissan Titan) is discontinued.
Jeep Gladiator and Honda Ridgeline decline significantly. The Ford Ranger sales are still in the very last place. This is also due to a new generation changeover, and company’s previous focus on the Bronco two & four door SUVs. We will have to wait and see whether Ford Ranger sales are able to rebound. We are still waiting for Ford to start selling the 2024 Ranger with the 2.7L twin-turbo V6. It should come any week now.
Compact Pickup Trucks
Take a look below. Ford sold more Maverick pickups in the U.S. than Toyota sold Tacomas over the same time period! Whoa! This should be a wake-up call for all manufacturers. Small affordable pickup trucks are selling better than all midsize and some full-size pickup trucks.
| Q1+Q2 2024 | Q1+Q2 2023 | % Change | |
| Ford Maverick | 77,113 | 42,499 | +81.4% |
| Hyundai Santa Cruz | 17,945 | 20,050 | -10% |
Ford is currently on pace to sell around 150,000 Ford Maverick compact pickups in the United States in 2024. This would be an amazing result.
Here is what Tommy and I think about the sales in general.
