The 2024 Q1 sales results are in with some of the same old, same old, and a few surprises as well, including the Toyota Tundra and the Ford Maverick.

These quarterly results show the industry is still handling the high interest rates and a lot of new models just now starting to ship to dealers.

2024 Q1 sales

Here are the sales results with commentary below on each segment.

2024 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 152,943 170,337 -10.2 152,943 170,337 -10.2
Chevy Silverado
LD
HD
126,502
84,586
41,916
123,994
87,111
36,883
2.0
-2.9
13.6
126,502
84,586
41,916
123,994
87,111
36,883
2.0
-2.9
13.6
Ram Truck 89,417 105,350 -15 89,417 105,350 -15
GMC Sierra
LD
HD
68,597
46,223
22,374
67,198
46,382
20,816
2.1
-0.3
7.5
68,597
46,223
22,374
67,198
46,382
20,816
2.1
-0.3
7.5
Toyota Tundra 36,215 27,651 27.6 36,215 27,651 27.6
Nissan Titan 4,145 4,038 2.6 4,145 4,038 2.6
Midsize Truck Sales Q1 Sales Last Year Q1 Sales Quarterly % Change Year-to-Date Last Year-to-Date Year-over-Year % Change
Toyota Tacoma 21,558 53,583 -60.8 21,558 53,583 -60.8
Nissan Frontier 19,744 16,926 14 19,744 16,926 14
Chevrolet Colorado 14,922 13,256 12.6 14,922 13,256 12.6
Jeep Gladiator 12,989 13,575 -4 12,989 13,575 -4
Honda Ridgeline 11,296 12,918 -14.8 11,296 12,918 -14.8
GMC Canyon 5,484 5,016 9.3 5,484 5,016 9.3
Ford Ranger 1,918 11,500 -83.3 1,918 11,500 -83.3
Compact Pickup Sales Q1 Sales Last Year Q1 Sales Quarterly % Change Year-to-Date Last Year-to-Date Year-over-Year % Change
Ford Maverick 39,061 21,478 81.9 39,061 21,478 81.9
Hyundai Santa Cruz 8,417 9,307 -10 8,417 9,307 -10
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 13,980 7,946 43.2 13,980 7,946 43.2
Ford Lightning 7,743 4,291 80.4 7,743 4,291 80.4
GMC Hummer EV 1,668 2 83300.0 1,668 2 83300.0
Chevrolet Silverado EV 1,061 1,061

Full-size truck sales

Starting with the most profitable trucks on our list, the Ford F-Series continues to dominate the segment.

There is a new 2024 Ford F-150 that is finally starting to ship after being delayed thanks to the 2023 UAW strike. It has a new trim level, trick tailgate and an inexpensive-ish entry off-road truck.

Next, the Chevy Silverado is flat year over year. The 2024 Silverado has some small changes and was just refreshed in 2023.

Coming in 3rd is Ram trucks which include heavy-duty models. With a new 2025 Ram 1500 full-size coming out this Spring and more new Ram trucks coming in the form of a RHO and a heavy-duty truck refresh, sales should rebound.

The GMC Sierra is flat just like the Chevy Silverado and the 2024 Sierra has the same story with small changes after being refreshed recently.

A big winner on our chart is the Toyota Tundra with an impressive 27.6% increase in sales. With some changes for the 2024 model and the San Antonio, Texas plant now running at full steam building just the Tundra and Sequoia (Tacoma is now built exclusively in Mexico), I’d expect sales to keep climbing.

Rounding out the list is the Nissan Titan. It has been discontinued for the 2024 model year and Nissan is pushing out its remaining inventory.

Lackluster midsize sales

For the midsize sales, they are all lackluster except for the Nissan Frontier.

These sales results have more to do with what’s available and what’s new more than what customers are buying.

For example, the Chevy Colorado, GMC Canyon, Ford Ranger and Toyota Tacoma are all in various stages of rolling out a new model year or a completely new model.

The Nissan Frontier has been out for a while and with the Titan sales ending, the growth could be explained by more Frontiers built as well as customers wanting a naturally aspirated engine. It also looks like it will live on for a while longer.  Nissan’s future plans look more like an EV truck is coming through its partnership with Mitsubishi.

Ford Maverick sales explodes

Looking at compact truck sales, the news here is the Ford Maverick with a stunning 81.9% increase in sales.

The Maverick has been and continues to be a big hit with customers and journalists who praise its smaller size, fuel economy and good price point.

For the Hyundai Santa Cruz, it should rebound after being recently refreshed. It remains one of the better selling Hyundai vehicles and has been a hit for the brand.

EV truck sales continue to grow

As we have seen in the past year, the EV truck market has been growing with sales and new models.

Rivian sees a big jump in deliveries and has some new models it will release in the coming years. With Rivian expanding their delivery van sales beyond Amazon and consumers desiring the R1T and R1S trucks, I’d say the company is doing just fine for a start-up company.

The Lightning sees a big growth as well although Ford just announced it will reduce the number of shifts at the plant.

GMC and Chevy are hard at producing more models and we should see more offerings in the coming months. The sales results are too little and too early to draw any real conclusions.

What about the Tesla Cybertruck? Unfortunately, Tesla hasn’t released official sales numbers and all we have is speculation.

The bottom line

It looks like the Federal Reserve could cut interest rates this year and automakers are rebounding post-pandemic with dealer lots starting to get stocked.

Also brands like Ram are offering pretty big incentives to move old inventory.

This should all translate into another healthy year of truck sales.








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