suggests that the light-duty full-size and half-ton pickups segment has shrunk to its smallest level since the third quarter of 2012. That follows two years of declining sales since Q2 2020.
At their peak, pickups controlled 12.2 percent of the overall American market. In Q3 of 2022, that portion shrank to 7.8 percent, and in Q4 numbers fell further to 7.5 percent. That’s the smallest proportion of the market belonging to pickup trucks since 2012, when they made up 7.4 percent of all vehicle sales.
Instead, households that had previously owned quarter-ton pickups moved to sport utility vehicles. Brand loyalty was down for all three of Detroit’s big automakers, namely Ford, Chevrolet and Ram. The drop was the most pronounced for Ram, though, with loyaltyWhile the rates of owners shifting to sedans increased across the board, it was SUVs that conquered the greatest number of pickup buyers.
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