Photo: Ford
Traditionally, American car buyers have a thing for pickup trucks. Over the years, this segment has left a bigger mark than anywhere else on the local industry, and not even the rise to power of the SUV was enough to shift the buyers’ perspective.
As the decade draws to a close, JATO Dynamics released its findings after ten years of continuously crunching in the numbers. And the bottom line is pickups still rule the game. In fact, they are so popular that at times there were more pickups sold in the States than all cars, regardless of their type, in Russia, Canada, or Italy.
To put that into numbers, see it this way: from the 2010 model year and all the way to September 2019, pickups accounted for 14.6 percent of all American car sales. Over the same period, globally, pickups only managed to snatch 3.7 percent of the market.
JATO does not say exactly how many vehicles from this class were sold, but it does say the leader of the pack is the Ford F-150, with a total of 5.2 million units of that undisclosed total in the ten years.
The number is so large that if the truck were to be its own brand, it would have ranked 9th in the country, sandwiched between cars regardless of shape and size manufactured by Kia and Subaru.
“Americans have been able to transform a work vehicle into a fashionable and semi-luxury product that appeals to more consumers than ever before, and the recent Tesla Cybertruck is a good example of this,” said in a statement Donald Smith, Vice President Sales & Marketing at JATO.
“Despite price increases, consumers are willing to pay more if the offer is in appealing sub-sectors- such as trucks and SUVs - and continue to be upgraded with new applications and accessories.”
And pickups keep on selling, despite being increasingly expensive. On average, Americans today spend $44,039 for a pickup, 35.1 percent more than they did a decade ago.
To put that into numbers, see it this way: from the 2010 model year and all the way to September 2019, pickups accounted for 14.6 percent of all American car sales. Over the same period, globally, pickups only managed to snatch 3.7 percent of the market.
JATO does not say exactly how many vehicles from this class were sold, but it does say the leader of the pack is the Ford F-150, with a total of 5.2 million units of that undisclosed total in the ten years.
The number is so large that if the truck were to be its own brand, it would have ranked 9th in the country, sandwiched between cars regardless of shape and size manufactured by Kia and Subaru.
“Americans have been able to transform a work vehicle into a fashionable and semi-luxury product that appeals to more consumers than ever before, and the recent Tesla Cybertruck is a good example of this,” said in a statement Donald Smith, Vice President Sales & Marketing at JATO.
“Despite price increases, consumers are willing to pay more if the offer is in appealing sub-sectors- such as trucks and SUVs - and continue to be upgraded with new applications and accessories.”
And pickups keep on selling, despite being increasingly expensive. On average, Americans today spend $44,039 for a pickup, 35.1 percent more than they did a decade ago.
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