Report: Americans Growing Less Fond of Large Trucks

love big trucks. The current trend in the automobile industry reflects a possible change in consumer preferences. According to the market outlook report from the Dave Cantin Group, it seems that the US has reached “Peak Truck,” indicating a potential shift away from full-size trucks.

Chief business and strategy officer, Brian Gordon, mentioned in a recent Autoline Network video that consumer sentiment is beginning to change. Affordability and challenges related to car payments appear to be the driving factors influencing this shift. The company conducted surveys with consumers and dealerships, revealing a decrease in the intention to purchase full-size trucks and SUVs, with a growing interest in smaller, more affordable vehicles. It seems that sedans, in particular, have gained popularity according to the survey results.

While the survey data indicates a changing preference among consumers, sales trends for America’s top-selling pickup trucks tell a different story. The Ford F-Series has seen a significant increase of 24.5 percent in 2025. GMC Sierra sales are also up by 14.5 percent, and Chevrolet Silverado numbers have remained relatively stable with a small decrease of 1.2 percent. The Ram is the only full-size American truck that has shown a notable decline with an 11.8 percent drop in sales, possibly due to delays in releasing the updated 2025 model without a V-8 option.

The year 2024 was particularly successful for Ford’s F-Series with excellent sales, while Chevrolet and GMC also performed well. Ram experienced a decline, but it appears to be an exception among its Detroit-based competitors. The sales data contradicts the notion that Americans are losing interest in full-size trucks.

However, the mid-size truck segment is experiencing a revolution. Sales for Chevrolet Colorado have increased by 73.3 percent, the GMC Canyon by 65.9 percent, and the Ford Ranger by a staggering 677 percent, albeit influenced by issues affecting Q1 2024 sales. The Toyota Tacoma also saw a significant increase in sales by 177 percent.

On the other hand, sales for sedans are on the rise for various brands offering these models. The Hyundai Elantra increased by 25 percent, the Sonata by 20 percent, and the Toyota Prius by 25 percent. The trend suggests that smaller and more affordable options are gaining traction in the market, potentially indicating a shift in consumer preferences from larger trucks to smaller, more economical vehicles.