Midsize pickup trucks become latest auto battleground

2024 Toyota Tacoma Trailhunter


DETROIT — Dimension issues. Simply ask America’s largest automakers.

Ford, Common Motors and Toyota are amongst these more and more seeking to capitalize on the rising midsize pickup truck section: autos large enough to command excessive worth tags however sufficiently small to guard revenue margins.

The small pickups have developed from entry-level work vehicles into expensive, succesful and extremely worthwhile fashions that may value greater than $60,000 — consistent with luxurious autos from BMW, Cadillac and others.

“It is simply not geared toward individuals on a finances, as a result of I feel that is what the section was for a very long time,” stated Jessica Caldwell, govt director of insights at auto analysis agency Edmunds. “The vehicles are getting nicer with extra facilities, extra options and extra emphasis on design.”

Midsize pickup vehicles are following the lead of their bigger, full-size counterparts such because the Ford F-150, Chevrolet Silverado and Toyota Tundra. They’ve turn into extra succesful, bigger and pricier, with an inflow of latest luxurious and off-road variants, and particular options.

Gross sales of midsize autos have topped 600,000 autos since 2019, as shopper curiosity has moved away from conventional sedans to utility autos comparable to crossovers, SUVs and, after all, pickup vehicles.

Over the previous decade, conventional midsize pickup truck gross sales have greater than doubled to characterize 4.4% of U.S. car gross sales final yr — up from a minuscule 1.6% in 2013, and the best stage since 2005, in accordance with Edmunds.

S&P International Mobility expects gross sales of midsize pickups to proceed to develop within the coming years however prime out as a proportion of U.S. market share at 4.6% in 2026.

The typical worth paid for one of many autos is likewise rising: In the course of the previous decade, the common worth elevated 53% from about $28,100 to greater than $42,000, Edmunds studies. That worth development is 3 proportion factors stronger than the general trade.

Competitors rising

The midsize pickup section has grown from three autos in manufacturing a decade in the past to now seven gas-powered pickups from the likes of Chevrolet, Ford, GMC, Honda, Jeep, Nissan and Toyota. Half the manufacturers have introduced redesigned autos this yr, which is predicted to spice up curiosity and competitors within the section.

Toyota this week revealed its fourth-generation Tacoma pickup, per week after Ford Motor unveiled its redesigned Ranger for the U.S. Common Motors additionally has redesigned variations of its Chevrolet Colorado and GMC Canyon pickups arriving in dealerships.

2023 GMC Canyon AT4X Version 1


“It is actually hotter than it is ever been by way of midsize truck,” Patrick Finnegan, senior supervisor of GMC vehicles and full-size SUVs, advised CNBC. “There’s much more effort, power and enthusiasm [and] momentum constructing on this section than we have ever seen.”

Whereas the Detroit automakers dominate massive pickup truck gross sales, Toyota Motor is the clear chief in midsize pickup truck gross sales with its Tacoma.

Toyota has commanded a roughly 40% share of the American midsize pickup truck section since 2019, when Ford and Jeep reentered the market, Edmunds studies. That is down from a greater than 60% market share a decade in the past — regardless of Tacoma gross sales that surged roughly 150% since then — as rival automakers have launched new vehicles.

It is a place Toyota has no plans of relinquishing: “[Tacoma] is the No. 1 promoting car within the section … our intention is for that to stay,” stated Joseph Moses, Toyota North America basic supervisor of vehicles and SUVs.

Trailing Toyota is GM. Edmunds studies the Detroit automaker’s share of the U.S. midsize pickup section final yr was about 19%, adopted by Stellantis‘ Jeep Gladiator at 12.8% and the Nissan Frontier at 12.5%. Ford’s Ranger was at 9.4%, down from roughly 15% market share the earlier yr.

“I do not see any cause or approach Toyota’s dominance on this section would not maintain,” stated Stephanie Brinley, principal automotive analyst at S&P International. “It has gone down since 2017 … however they’re nonetheless properly over 200,000 models [annually]. Nobody else is even shut.”

Various methods

Automakers’ gross sales volumes communicate to their diverging methods within the midsize pickup truck section.

Toyota promotes what it calls “a Tacoma for everybody,” providing a number of variations of its customary mannequin, together with a two-door model of the Tacoma, two totally different mattress lengths, and a brand new high-end, off-road “Trailhunter” mannequin. It is also providing the Tacoma with a guide transmission — a rarity in at the moment’s automotive trade.

In the meantime, its rivals have restricted the variety of cab and pickup field configurations they provide, shifting to solely four-door midsize pickups with one mattress possibility to cut back complexity.

A lot of the midsize optionality tends to be a revenue play. Ford CEO Jim Farley final month advised buyers that particular variants — comparable to a brand new efficiency Raptor mannequin in Ford’s Ranger lineup — share roughly 80% of their components with common fashions however have 30% greater contribution margins.

The Raptor will begin at $56,960. That is almost $23,000 greater than the entry-level Ranger mannequin.

2024 Ford Ranger Raptor


“The Raptor’s going to be on the prime finish of our Ranger providing,” stated Gretchen Sauer, Ford’s advertising and marketing supervisor of the pickup. “It is going to lengthen up our total transaction worth for Ranger.”

GM counts Chevrolet as its mainstream model for the midsize pickup section, whereas GMC specializes on higher-end fashions.

GMC’s Finnegan stated the model expects to extend new prospects with its redesigned Canyon. A lot of that draw is predicted on the excessive finish of the market with GMC’s off-road AT4 and AT4X fashions, which may prime each prime $60,000.

“It is a precedence for us by way of stepping into that section and rising our share,” Finnegan stated. “I feel it is in all probability secure to say that with all the brand new entries within the section, we predict that the section will develop.”

Back To Top