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EmailThe 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?
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.
| Rank | Model YTD Sales | YTD vs 2013 | YEAR-OVER-YEAR | MONTHLY SALES | MONTHLY CHANGE VS. 2013 |
|---|---|---|---|---|---|
| 1. Ford F-Series | 102,418 | +1.1% | Feb. 2014 Feb. 2013 | 55,882 54,489 | +2.6% |
| 2. Chevrolet Silverado | 65,510 | -15.0% | Feb. 2014 Feb. 2013 | 36,584 41,643 | -12.1% |
| 3. Ram Truck | 54,374 | +24.2% | Feb. 2014 Feb. 2013 | 29,303 23,289 | +25.8% |
| GMC Sierra | 25,350 | -6.0% | Feb. 2014 Feb. 2013 | 14,232 14,133 | +0.7% |
| Toyota Tacoma | 20,784 | -14.3% | Feb. 2014 Feb. 2013 | 10,942 12,644 | -13.5% |
| Toyota Tundra | 15,813 | +10.5 | Feb. 2014 Feb. 2013 | 7,923 7,306 | +8.4% |
| Nissan Frontier | 10,722 | +100.0% | Feb. 2014 Feb. 2013 | 5,791 2,736 | +111.7% |
| Honda Ridgeline | 2,306 | -9.7% | Feb. 2014 Feb. 2013 | 1,143 1,301 | -12.1% |
| Nissan Titan | 2,004 | -33.8% | Feb. 2014 Feb. 2013 | 1,117 1,634 | -31.6% |
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?
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