The rebirth of the US mid-range pickup market
- While the US market for large pickups (Ford F Series, Chevrolet Silverado, Dodge Ram, GMC Sierra) has remained robust, that of mid-range pickups suffered a real collapse of registrations between 2000 and 2009. It seems that the customers of this kind of vehicles have been shifting to bigger pickups but also to SUVs. In 2018, the mid-range pickup market totals just over 500,000 units (compared to 250,000 in 2014 and 600,000 in 2006), while the large pick-up market exceeds 2.3 million units (compared to 2 million in 2014 and 2.2 million in 2006).
- GM, Ford and FCA have removed their mid-range pickups in the early 2010s, while competing Japanese models (Toyota Tacoma, Nissan Frontier) managed to maintain and even progress, winning some of the customers abandoned by GM, Ford and FCA. Since 2014, however, there has been a total shift in strategy by GM, Ford and FCA. GM has launched new mid-range pickups in 2014 (Chevrolet Colorado, GMC Canyon), Ford has just launched its new Ranger in 2018 and FCA its new Jeep Gladiator to be marketed from 2019. The mid-range pickup market seems attractive again and is growing rapidly (more than 500,000 sales in 2018, against 250,000 in 2014).
- Toyota and Nissan continue their momentum and even break sales records in 2018 (245 000 Tacoma sold in 2018 and 80 000 Frontier, against 200 000 and 75 000 in 2017) but GM has already recovered its 2005 levels this year (more than 150,000 units per year). The 2018 results of Ford and FCA will soon show whether they too have experienced the same comeback.
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