General Motors took a risk when it reintroduced the Chevrolet Colorado and GMC Canyon, but that gamble has paid off. Combined with sales of its full-size pickups, the GMC Sierra and Chevrolet Silverado, GM now tops Ford in pickup truck market share.
The latest data comes from a Detroit Free Press published Thursday, which combines full- and mid-size pickup truck sales. Ford does not currently sell a mid-size pickup, but it will introduce the 2019 Ranger next year. For the first half of the year, GM sold 478,671 pickups to Ford’s 451,138 pickups. The figure represents a 12 percent gain for GM year-over-year.
GM and Ford were tied with 32 percent market share this time last year; GM now has 34 percent of the market as the numbers stand. Again, it’s worth noting the figures include all of GM’s trucks, while Ford’s figures just feature the F-series line.
Part of the spike in sales of Chevy and GMC full-size trucks comes from deep discounts on 2018 models. GM is busy clearing out inventory ahead of the 2019 Chevrolet Silverado and 2019 GMC Sierra, which launch later this year. As a result, dealerships have begun offering cranked up incentives to move pickups.
A GM spokesperson told the Detroit Free Press that the booming sales are due to its three-truck strategy. Chevy and GMC offer a mid-size, full-size, and heavy-duty full-size truck, unlike Ford or Ram.
“Ford missed the market and they won’t have the Ranger until sometime early next year,” GM spokesman Jim Cain, said.
Fiat-Chrysler Automobiles will also introduce a mid-size pickup under the Jeep brand, likely to be called the Scrambler.