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June 2014 U.S. Truck Sales – Toyota Tacoma Sales Drop

The 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?

June 2014 Truck Sales - Toyota Tacoma Sales Drop

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.

RankModel YTD SalesYTD vs 2013YEAR-OVER-YEARMONTHLY SALESMONTHLY CHANGE VS. 2013
1. Ford F-Series365,825-0.5%June 2014
June 2013
60,560
68,009
-11.0%
2. Chevrolet Silverado240,679-0.8%June 2014
June 2013
43,519
43,259
+0.6%
3. Ram Truck230,860+19.7%June 2014
June 2013
33,149
29,644
+11.8%
4. GMC Sierra93,191+6.3%June 2014
June 2013
15,406
16,568
-7.0%
5. Toyota Tacoma75,149-7.4%June 2014
June 2013
12,173
14,023
-13.2%
6. Toyota Tundra57,987+12.5%June 2014
June 2013
8,977
9,759
-8.0%
7. Nissan Frontier35,943+22.6%June 2014
June 2013
5,722
5,413
+5.7%
8. Honda Ridgeline7,906-12.4%June 2014
June 2013
1,309
1,572
-16.7%
9. Nissan Titan6,416-27.5%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.