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EmailThe numbers are in for June and the Toyota Tacoma had another drop in total sales volume. With a more competitive market place coming soon, the drop in volume is becoming a trend. How low will volume go before rebounding?
The Toyota Tacoma experienced yet another sales drop. Is this due to lack of demand or sales volume settling?
With yet another sales drop for the Tacoma, there has to be some growing concern about the competitiveness of the truck. Also, what is driving the decrease? Can it just be blamed on strong prior year sales or is something else going on? Either way, the volume of 12 units is great, the sales drop versus 2013 is not.
Our guess is that sales volume are evening out and around 12 units will be the average.
| Rank | Model YTD Sales | YTD vs 2013 | YEAR-OVER-YEAR | MONTHLY SALES | MONTHLY CHANGE VS. 2013 |
|---|---|---|---|---|---|
| 1. Ford F-Series | 365,825 | -0.5% | June 2014 June 2013 | 60,560 68,009 | -11.0% |
| 2. Chevrolet Silverado | 240,679 | -0.8% | June 2014 June 2013 | 43,519 43,259 | +0.6% |
| 3. Ram Truck | 230,860 | +19.7% | June 2014 June 2013 | 33,149 29,644 | +11.8% |
| 4. GMC Sierra | 93,191 | +6.3% | June 2014 June 2013 | 15,406 16,568 | -7.0% |
| 5. Toyota Tacoma | 75,149 | -7.4% | June 2014 June 2013 | 12,173 14,023 | -13.2% |
| 6. Toyota Tundra | 57,987 | +12.5% | June 2014 June 2013 | 8,977 9,759 | -8.0% |
| 7. Nissan Frontier | 35,943 | +22.6% | June 2014 June 2013 | 5,722 5,413 | +5.7% |
| 8. Honda Ridgeline | 7,906 | -12.4% | June 2014 June 2013 | 1,309 1,572 | -16.7% |
| 9. Nissan Titan | 6,416 | -27.5% | June 2014 June 2013 | 976 1,300 | -24.9% |
Overall, Ram Truck and the Nissan Frontier had strong months. GM still sold decent volume, but combining their numbers, they saw a sales decrease. Not as much as one would expect with their latest recall fiasco, but a slight drop. Ford’s drop can most likely be attributed to their new truck on the horizon.
The Nissan Frontier continues to be a consistent 5k unit seller. However, a badly needed update seems to be on the back burner – see our story on this.
Ram Truck’s sales improvements continue to surprise and they are certainly on a roll. Recently, I had the opportunity to drive one of their new EcoDiesel pickups and was really impressed with what it had to offer. However, long-term reliability continues to be a question that Ram Truck needs to answer for me. With the increase in fuel economy and price point, this truck further quashes any hope of a Dakota resurgence. A Jeep truck, though, still seems like a good possibility.
With summer upon us, it will be interesting to see if Toyota puts together a strong incentive package to move more Tacoma trucks. This could help them clear out inventory in anticipation of a new Tacoma. We are still thinking they will announce something at the 2015 Chicago Auto Show. However, we have zero confirmed sources on this. Just call it a gut feeling.
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