Ford wins, Tundra gains, Tacoma slides

The 2024 Q4 truck sales figures are in. Once again, Ford leads the way in total sales, Tundra sees big gains and the Toyota Tacoma sees a sales slide.

Overall, the automotive market is hot and should exceed 16 million vehicles sold in 2024. This is close to the record-setting 17 million that were sold in 2019.

Trucks are a big part of the reason for this growth with the additions of compact trucks, electric trucks and most automakers having freshened their trucks in the past few years. 

2024 Q4 truck sales results for full-size

Starting with the full-size truck category, the Ford F-series, including F-150, F-250, F-350 and F-450, had a great year picking up an additional 15,000 truck sales resulting in a 2.0% increase.

Following closely behind is the Chevy Silverado with a very slight drop in sales. If you combine the GMC Sierra with the Silverado, GM trucks outsold Ford for the fifth year in a row. 

Next is Ram which has a crazy year losing then getting back their CEO Tim Kuniskis. This, along with a host of other leadership issues, lead to them basically bungling the launch of the new 2025 Ram 1500. While sales were down double-digits throughout the year, they did manage to close the gap in the 4th quarter to post a smaller drop in sales. 

The Toyota Tundra gained a lot of sales momentum putting up its best sales year since it became a full-size truck back in 2007. If it keeps this momentum, 2025 could be the best year ever for the Tundra.

Finally, the Nissan Titan continues its march to falling off our list as Nissan sells all remaining inventory. 

2024 Q4 truck sales results for midsize

In the midsize segment, the Toyota Tacoma leads again even with seeing a double-digit sales drop overall. This is largely due to inventory constraints on the newly redesigned hybrid versions of the truck hitting dealer lots in the Summer/Fall of the year. It rebounded in the 4th quarter and will likely rebound throughout next year.

Next, the Chevy Colorado made up a lot of ground on the Tacoma in the 4th quarter and year to date. With the UAW strike long over, production at the Wentzville, MO assembly plant should be much steadier heading into 2025. 

The Ford Ranger sees a massive increase in the 4th quarter as a direct consequence of the UAW strike destroying inventory levels. Like the Colorado, it will benefit from less disruptions in 2025.

The Nissan Frontier had another good quarter and posted a new gain year over year. This should continue with the changes the 2024 Frontier receives.

Next, the Honda Ridgeline is struggling with “lingering inventory issues,” according to Honda, and as a result sees a pretty big sales drop in the 4th quarter.

The GMC Canyon had a large 4th quarter and is “the hottest midsize truck in the segment” according to GM. It will be interesting to watch if this carries into 2025.

Finally, the Jeep Gladiator rounds out the list with a pretty disappointing year. With a new Ram midsize truck on the horizon one has to wonder if we are seeing the last days for the Gladiator. 

Compact truck sales

On the compact truck side, the Ford Maverick had another big year even with a bad 4th quarter.

The Hyundai Santa Cruz did even worse posting both a 4th quarter drop and a year over year drop in sales. 

Rumors are strong Toyota will join this segment as early as next year. Could others launch a compact truck like GM or Ram? 

Electric truck sales

On the EV side, we got a mixed bag.

Rivian cut back projections on vehicle deliveries a few months ago and hit those new expectations. After a hot start, things are slowing down for the upstart EV maker.

Ford Lightning sales were down for the quarter but up for the year driven by the “Ford Power Promise” according to the automaker. This promotion provides a free home charger and standard installation for customers.

The Tesla Cybertruck has its first full year of sales results thanks to data gathered by the Troy Teslike X account. 

He tweeted out: “I had good data for Cybertruck production, but not much for Cybertruck deliveries, and it turns out deliveries were a lot lower than I expected.”

Rounding out the bunch are the four GM EV vehicles that all saw big sales jumps with deliveries ramping up. 

2024 Q4 Pickup Sales
Full-Size Truck Sales	Q4 Sales	Last Year Q4 Sales	Quarterly % Change	Year-to-Date	Last Year-to-Date	Year-over-Year % Change
Ford F-Series	214,814	177,419	21.1	765,649	750,789	2.0
Chevy Silverado	142,913	139,916	2.1	542,517	543,319	-0.1
LD	88,835	89,398	-0.6	358,771	354,775	1.1
HD	54,078	50,518	7.0	183,746	188,544	-2.5
Ram Truck	104,454	112,486	-7.1	373,120	444,926	-16.1
GMC Sierra	93,935	79,510	18.1	322,946	295,737	9.2
LD	60,899	51,541	18.2	214,819	189,288	13.5
HD	33,036	27,969	18.1	108,127	106,449	1.6
Toyota Tundra	81,074	65,450	23.9	159,528	125,185	27.4
Nissan Titan	2,477	3,782	-34.5	14,622	19,189	-23.8
Midsize Truck Sales	Q4 Sales	Last Year Q4 Sales	Quarterly % Change	Year-to-Date	Last Year-to-Date	Year-over-Year % Change
Toyota Tacoma	66,008	55,087	19.8	192,813	234,768	-17.9
Chevrolet Colorado	27,302	12,396	120.2	98,012	71,081	37.9
Ford Ranger	15,526	831	1768.4	46,205	32,334	42.9
Nissan Frontier	13,898	12,240	13.5	68,155	58,135	17.2
Honda Ridgeline	12,387	24,571	-49.6	45,421	52,001	-12.7
GMC Canyon	11,259	3,107	262.4	38,215	22,458	70.2
Jeep Gladiator	9,453	13,660	-30.8	42,123	55,188	-23.7
Compact Pickup Sales	Q4 Sales	Last Year Q4 Sales	Quarterly % Change	Year-to-Date	Last Year-to-Date	Year-over-Year % Change
Ford Maverick	22,146	27,628	-19.8	131,142	94,058	39.4
Hyundai Santa Cruz	6,862	7,592	-9.6	32,033	36,675	-12.7
EV Truck Sales	Q4 Sales	Last Year Q4 Sales	Quarterly % Change	Year-to-Date	Last Year-to-Date	Year-over-Year % Change
Rivian – R1T, R1S, Van	14,183	17,541	-19.1	51,579	57,232	-9.9
Ford Lightning	10,703	11,905	-10.1	33,510	24,165	38.7
Tesla Cybertruck	9,600	106	8956.6	31,714	106	29818.9
Chevrolet Silverado EV	2,176	443	391.2	7,428	461	1511.3
GMC Hummer EV	5,091	2,028	151.0	13,993	3,244	331.4
GMC Sierra EV	1,401	–		1,788	–

The bottom line

Heading into 2025, things are up in the air. There’s a lot of talk about tariffs that could have a big negative impact on sales. On the positive side, the Federal Reserve plans more interest rate cuts and gas prices should stabilize with record setting U.S. oil production. Plus, hopefully the Ukraine war and the conflicts in Gaza could be resolved leading to more stability in the energy sector.