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Customer LoginsF-Series and Silverado still way out in front in large pickup category
The large pickup segment, one of the highest volume and highest profits-per-vehicle new vehicle categories, is a battleground among just seven models. The Ford F-Series and Chevrolet Silverado perennially lead the segment, with the F-Series recently re-taking the retail sales crown from the Silverado. This is part of a recent industry trend in which Ford products have surged while GM has struggled with many automotive industry challenges such as bankruptcy.
The "middle level" players include the Dodge Ram, Toyota Tundra, and GMC Sierra. The Tundra's share of segment jumped dramatically in 2007 when the larger, more competitive version was launched, but its share has slipped slightly since then and hovers in the 10% range. The Ram also benefited from its re-design in late 2008, but also has not been able to maintain growth. The Ram's share is now slightly above that of the Tundra and the Sierra.
The Nissan Titan and Chevrolet Avalanche make up the rest of the segment (the Lincoln Mark LT has been discontinued), as the Titan has not been able to compete with the re-designed Tundra and the Avalanche has suffered from GM's general woes.
At one time not too long ago VW was seriously looking at entering this segment. There are rumors that Hyundai is currently working the numbers to determine if it makes sense to plunge in. Clearly there are risks for the OEMs when getting into this segment (the current Tundra is Toyota's third try), but the rewards - high profits, high volume, and potential advertising claims, among others - are considerable.
Posted by Tom Libby, PolkInsight Advisor, Polk (07.30.2010)