U.S. Pickup Truck Sales: First Half of 2025 Overview
The American pickup truck market in the first half of 2025 demonstrated both its resilience and evolving dynamics. The overall vehicle market grew by 3.2% compared to H1 2024, with pickup trucks and SUVs continuing to dominate, accounting for a significant portion of sales .
The table below shows the sales figures for the top-selling pickup models .
| Rank | Model | H1 2025 Sales | Year-over-Year Change |
|---|---|---|---|
| 1 | Ford F-Series | 399,819 | +17% |
| 2 | Chevrolet Silverado | 283,812 | Information Missing |
| 3 | Ram Pickup | 174,320 | -3% |
| 4 | GMC Sierra | 166,409 | Information Missing |
| 5 | Toyota Tacoma | 130,873 | +89% |
Key Trends and Analysis
- The “Big Three” Maintain Dominance with Varied Performance
The traditional leaders—Ford, Chevrolet, and Ram—continued to hold the top spots in sales volume. Ford F-Series solidified its position as the undisputed leader with an impressive 17% growth, selling nearly 400,000 units . While Chevrolet Silverado held the second place, its overall performance was mixed; sales of its light-duty models declined, but this was partially offset by a 19% increase in heavy-duty (HD) model sales . Ram Pickup experienced a slight decline of 3% but remained a top choice for buyers prioritizing interior comfort . - Midsize Pickup Segment Shows Explosive Growth
A standout trend was the remarkable surge in the midsize pickup segment. The all-new, fourth-generation Toyota Tacoma saw a dramatic 89% increase in sales, making it one of the fastest-growing models in the market. Its success is attributed to its reputation for reliability, off-road capability, and the refresh from the new model . - Strong Overall Manufacturer Performance
At the corporate level, American automakers saw robust growth. General Motors reported a strong 11.6% increase in North American sales for the first half of the year, driven by its investments in crossovers, SUVs, and pickup trucks . Similarly, Ford Motor Company‘s U.S. sales grew 6.8% in H1 2025, with a significant 15% year-over-year increase in core pickup truck sales in the second quarter . - Market Context: Tariffs and Electrification
- Tariff Impact: The broader market was influenced by new import tariffs enacted in April 2025. This led to a surge in sales in the spring as consumers rushed to buy imported models before the tariffs took effect, followed by a market slowdown in June . This environment benefited manufacturers with a stronger domestic production footprint.
- Electrification Progress: The electric pickup truck segment continued to develop. General Motors reported a 111% increase in EV sales, with the Chevrolet Equinox EV becoming a notable performer, though specific electric pickup sales figures were not highlighted in the general data . The overall trend shows a gradual shift towards electrification within the portfolio of traditional truck manufacturers.
Summary
In summary, the first half of 2025 confirmed that pickup trucks remain the heart of the U.S. automotive market. The segment is characterized by the sustained dominance of full-size trucks, with Ford F-Series leading powerfully, and a revitalized and highly competitive midsize segment led by the Toyota Tacoma. Growth for major manufacturers like GM and Ford was strong, though the market began to feel the effects of new tariffs, which may influence trends in the latter half of the year.