More than 1,100 pickup trucks are sold every day across Canada. In each of the last 10 years, Canada’s best-selling line of vehicles has been a pickup truck. Four of Canada’s seven most popular vehicles are pickups. In fact, better than one out of every five vehicles sold in Canada is a pickup truck.
Granted, part of the reason for Canada’s decreased pickup truck demand relates to the modest decline of the overall automotive industry. The boom years of auto sales, with record-setting volume in five consecutive years between 2013 and 2017, couldn’t continue forever. Through July, overall sales have slipped on a year-over-year basis in 17 consecutive months.
Nissan Titan: 1,737 Nissan launched a second-generation Titan in 2016, and it wasn’t a bad truck. It still isn’t. But a company that had little built-in truck loyalty needed a truck that stood head and shoulders above the competition just to be taken seriously. With few available configurations and missing features such as a sunroof, the Titan’s chances of success are limited. 5,692 Titans were sold in Canada in 2017, its best year ever. But 2019 is set to be the Titan’s worst year since 2010.
GMC Canyon: 2,405 As part of a General Motors duo that owns one-third of the midsize pickup truck market, the GMC Canyon is an important truck. But whether it’s the arrival of new competitors or the fact the Canyon and its Chevrolet Colorado twin have now been on the market largely unchanged for nearly five years, the Canyon’s contributions to GM’s bottom line is fading. Canyon volume in 2019 is on track to fall 1,500 units shy of last year’s 12-month total.
Toyota Tacoma: 6,319 Canada’s midsize pickup truck segment, even in its present growth mode, doesn’t measure up to the small/midsize segment that existed way back well before the previous Ford Ranger disappeared. But the demise of numerous non-full-size trucks made it possible for the Toyota Tacoma to dominate. Canadian Tacoma sales grew 80 per cent between 2011 and 2018, for example. The Tacoma is clearly struggling to match last year’s best-ever pace, but it remains No.
Sales figures don’t tell the whole story when it comes to revenue and profits, but in a segment where market share speaks nearly as loudly about the future as it does the present, GM’s big truck trendline in 2019 is by no means favourable.
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