Pickup trucks are not only big-ticket items, but they are also some of the best-selling vehicles in the United States. Ford, Chevy, Ram, GMC, Toyota, Nissan, and now Tesla are all scrapping for slices of this lucrative pie. Now that 2023’s books have been wrapped up, manufacturers are sharing their year-end sales totals—and there’s lots to dig through.
Some of the biggest bragging rights in the industry go to makers of full-size pickup sales; it’s been a point of pride for Ford to tout its F-series as the best-selling truck on the market. Indeed, it has captured the title for best-selling model—several models actually—for 47 years in a row. In Ford’s year-end sales report, posted January 4, 2024, it claims, “Ford again was the No. 1 selling truck manufacturer for Q4 and for full year 2023. . . Ford sold 1,081,777 trucks and vans in 2023.”
Over at GM, its release touted that GM was the #1 in total trucks for the 10th straight year, citing 1.3 million “full-size pickups and vans, midsize pickups and full-size SUVs sold.”
The discrepancy, of course, comes from the fact that Ford is a manufacturer and also a brand. Meanwhile, Chevy and GMC are brands, while GM is the manufacturer. GM tallies up Silverado and Sierra sales to claim full-size pickup sales performance to investors, but Ford touts F-series sales in commercials to customers. Ford’s 750,789 F-Series truck sales in 2023 fell short of GM’s 840,000 combined sales of Silverado and Sierra 1500, 2500, and 3500 models. Still, both companies have a lot to brag about:
- Ford sold the most full-size hybrid and EV pickups, with 24,165 Lightning sales.
- Silverado sales are up 6 percent on the year, and Trail Boss and ZR2 models are flying off lots.
- GMC recorded its best-ever sales for Sierra (up 22 percent over last year) including record sales of AT4 and Denali trims.
In other 2023 full-size truck sales news, Tundra posted its best year ever, with 125,185 sales (up 20.5 percent). Nissan’s Titan saw a 27 percent increase in sales, although the brand still only managed to move 19,189 of them. Ram saw sales drop 5 percent, to 444,926 units, and looks to rebound in 2024 as it launches the 2025 Ram that transitions away from Hemi V-8 power to turbocharged inline-six power and launches an interesting plug-in hybrid powertrain. Tesla celebrated a record sales year, although wouldn’t break out how many of those vehicles were Cybertrucks, because, well, it’s Tesla.
The 2024 sales race is now on, and manufacturers are expecting the total market to grow year-over-year. We’re not sure if the full-size sales trends will continue, or if will we see a shakeup as hybrids and EVs gain ground, but it should remain interesting as newcomers challenge the status quo and innovation pushes power and efficiency higher.
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