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Toyota Tacoma February 2014 Sales Drop – Consumer Response to New GM Twins?

The sales numbers are out for February 2014 and the Toyota Tacoma saw a pretty significant decline.  With most automakers blaming cold weather for their poor sales, the larger Tundra showed an increase. Is the sales drop due to the recent GMC Canyon reveal and Chevy Colorado? Or are the comparable numbers just too high?

Toyota Tacoma February 2014 Sales Drop - Response to New GM Twins?

The Toyota Tacoma continues to fall short of last year’s sales mark. Is this a sign of the changing truck market?

Overall, the Tacoma showed a drop of 14.3 percent which was 1,702 trucks. Yet, it was much more inline with January, 2014 sales of about 10,000 units. Currently, the LY monthly sales numbers are in the 11-12k range.

RankModel YTD SalesYTD vs 2013YEAR-OVER-YEARMONTHLY SALESMONTHLY CHANGE VS. 2013
1. Ford F-Series102,418+1.1%Feb. 2014
Feb. 2013
55,882
54,489
+2.6%
2. Chevrolet Silverado65,510-15.0%Feb. 2014
Feb. 2013
36,584
41,643
-12.1%
3. Ram Truck54,374+24.2%Feb. 2014
Feb. 2013
29,303
23,289
+25.8%
GMC Sierra25,350-6.0%Feb. 2014
Feb. 2013
14,232
14,133
+0.7%
Toyota Tacoma20,784-14.3%Feb. 2014
Feb. 2013
10,942
12,644
-13.5%
Toyota Tundra15,813+10.5Feb. 2014
Feb. 2013
7,923
7,306
+8.4%
Nissan Frontier10,722+100.0%Feb. 2014
Feb. 2013
5,791
2,736
+111.7%
Honda Ridgeline2,306-9.7%Feb. 2014
Feb. 2013
1,143
1,301
-12.1%
Nissan Titan2,004-33.8%Feb. 2014
Feb. 2013
1,117
1,634
-31.6%
While the cold weather impacted the entire automotive industry, Ram trucks and the Tundra showed an improvement. Surely, with these trucks selling, the Tacoma shouldn’t have dropped that much, right? Maybe so. Maybe the “long-in-the-tooth” pickup’s lack of new features and excitement is starting to show.

Also, customers could be reacting to a quickly changing mid-size truck market. In late January, the GMC Canyon was unveiled a few days before the Detroit Auto Show. This reveal lacked a lot of the media “wow” of say the new F-150, it was definitely of interest to those shopping for a new truck.

Then, we had the Cummin’s powered, diesel Nissan Frontier concept show up in Chicago. The use of a diesel is yet another new competitor to the Tacoma that has had the same engine for quite a while.

With these sales drops, one begins to wonder if Toyota will invest in the Tacoma or wait until the other trucks hit the market. Our guess? They are working on new ideas, but they will probably wait until they see some sales figures from the new trucks.

What do you think? Are the comparables too high? Or are truck customers waiting?