Sales of full sized pickup trucks in the US are down 6% in 2020, outperforming the overall market and improving their share from 14.5% in 2019 to 15.9% in 2020. After struggling with inventory levels in Q2 due to production interruptions and continued strong demand, the Detroit Three automakers kept sales of their money makers stable in the second half, with a 1% loss in Q3 and a 2% loss in Q4.
Traditional leader Ford F-Series has been renewed in 2020, and loses share due to the slow ramp up of the new generation. Ford delivers 109,000 fewer full-sized trucks in 2020, and its share of the class is down 2.4 percentage points to 33.7%. That also means it sold fewer trucks than its rival General Motors did with its two nameplates, and that’s happened for the first time since 2015. Sales of the Chevrolet Silverado and GMC Sierra add up to 848,200, or 36.3% of the class. The Silverado is up 3% in 2020 and reclaims its second place from the RAM Pickup, which is down 11% from its record in 2019. The Sierra is up 9% to set a new annual sales record at over 253,000 deliveries and 10.8% share. After finishing the year strong with a gain of 26.5% in Q4, the Toyota Tundra is down 2% for the year and gains share, despite being the oldest truck in the segment by a large margin. Its platform dates from 2007 and its last major update was in 2014, but an all-new generation will arrive in 2021. The Tundra still sold more than four times as much as the Nissan Titan, down 16% to be the worst performer of the class in 2020. The Titan now holds only 1.1% share.
US large pickup sales 2020
| Large Pickup segment | 2020 | 2019 | Change | Share | Share | |
| 1 | Ford F-series | 787.422 | 896.526 | -12% | 33,7% | 36,1% |
| 2 | Chevrolet Silverado | 595.184 | 575.603 | 3% | 25,5% | 23,2% |
| 3 | Ram Pickup | 563.676 | 633.694 | -11% | 24,1% | 25,5% |
| 4 | GMC Sierra | 253.016 | 232.323 | 9% | 10,8% | 9,4% |
| 5 | Toyota Tundra | 109.203 | 111.673 | -2% | 4,7% | 4,5% |
| 6 | Nissan Titan | 26.439 | 31.514 | -16% | 1,1% | 1,3% |
| Segment total | 2.334.940 | 2.481.333 | -6% |
Source: Manufacturers.