Driving By Numbers: We look at the booming Canadian pickup market, truck by truck

Okay, that’s an exaggeration. One in four would imply 25 per cent. In reality, pickups accounted for 24.6 per cent of Canadian light vehicle sales. Forgive the hyperbole.

Granted, pickups are unlikely to consistently hold onto one-quarter of the entire Canadian light vehicle market throughout the remainder of the year. In the first quarter of 2020, for example, pickup truck market share climbed all the way to 24.6 percent, yet the year ended with pickups at 21.1 percent.

Nissan Frontier: 0, down 100 per centNot even remotely a contributor to the sharp increase in midsize pickup truck sales so far this year, the departing Nissan Frontier lost 512 sales compared to the first quarter of 2019. Not significantly overhauled since the 2005 model year, the Frontier is finally seeing a major revamp for the yet-to-arrive 2022 model, pictured above. The Frontier owned 9 percent of Canada’s midsize truck market in 2019.

Jeep Gladiator: 1,189, up 64 per centThe Gladiator’s unusually off-road-oriented setup means it’s never going to be a mainstream force, but the sales growth is undeniable. Gladiator sales were climbing rapidly even before the auto sales recovery was in full swing. Last summer, Gladiator volume spiked 94 percent, year-over-year. By the fourth quarter of 2020, Gladiator volume shot up 54 percent. 2021’s first-quarter surge produced an extra 414 Gladiator sales.

Chevrolet Colorado: 1,956, up 63 per centPartnering the GMC Canyon in GM showrooms, the Chevrolet Colorado’s best year since returning from hiatus for the 2015 model year was 2018. 9,348 Colorados were sold in 2018, a year that began with an 1,884-unit Q1. The Colorado is ahead of that pace by 4 percent in 2021.

Chevrolet Silverado: 14,478, up 30 per centAs Ford struggled to supply dealers with enough copies of its new F-150, GM’s two-pronged approach to Canada’s truck market – Silverado and Sierra – actually resulted in more sales than Ford’s F-Series in 2021’s first-quarter. How unusual is that? On an annual basis, GM’s twins haven’t combined to outsell the F-Series since 2008.

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