Q1 2024 Midsize Truck Sales Report: Toyota Tacoma Sales are Down -59.8% & Frontier #2

[zachavm]

Couldn't have anything to do with significant price increases....nawww...

That is a factor. Lots of other factors too. Significant interest rate increases and significant price increases across the board. Food is way up in price. Insurance is up over 20% since last year. Meanwhile plenty of other things too. Pay is up for lower wage jobs (long needed), but higher wage earners (who are the primary buyers of high priced new vehicles) is not matching inflation at all.

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[RunDMG]

Yes, I understand the argument about lack of supply, but there are several at my local dealer. However, they are pretty much all lower trim models. Funny thing is that with the Tundra it is the opposite. They have a TON of Tundras deeply discounted with 0% interest. Mostly high trim levels. Seeing discounts as high as $8K, but starting around $5K on the Limited trim.

Anyway, my point is that assuming production is still ramping up, there being lots of inventory on lots is not a good sign for Toyota. Especially with this being the first year of a highly anticipated redesign. I expect sales to be slow overall this year even factoring in the production concerns. The consumer is getting absolutely hammered right now on virtually everything.

If you can wait to buy I ABSOLUTELY think you should. Toyota still is not giving promotional interest rates on the Tacoma, but I expect that will change before the end of the year. Also, I expect bargaining power for the consumer to go up a LOT!! End of the year could end up being a KILLER time to buy a vehicle.

Why buy a lower end trim in the current year model when you can buy one from the last gen for the same price with more bells and whistles? Right now there's more value in the mid-higher end range for the new Tacoma. If you're paying $40k for a new truck, you probably can afford the little bit extra dough to get one in the $45k-$50k range to get something that actually has more features you might want.

 

[oxi]

Not according to Ford! I came across the Ford Maverick sales stats and found it funny that they're trying to cast the Mav as a midsize in order to claim sales superiority over the Taco. Hmm what does that make the Ranger then

https://www.mavericktruckclub.com/f...production-13-357-sold-13-156-produced.46640/

"Maverick, with record Q1 sales, remains the No. 1 selling midsize pickup in America, outselling Toyota's Tacoma."

Why Ford gets no respect, they lie!

 

[Derek S.]

The price certainly doesn't help the Tacoma. While I had been interested in the Trailhunter, I ended up going with a 2023 Colorado ZR2 Desert Boss. Fully loaded and after TTL and warranties, it was $75k. And that was the highest I was willing to pay for a midsize... That Trailhunter is gonna probably have some issues. If you're happy with it straight from the factory, you could probably roll off paying $70k all told. Problem is... Start adding accessories, dealer markup (and you know a lot of them will try it), and you're easily looking at $85k or more. And for that, you could get a nicely outfitted Silverado ZR2.

I have a hard time thinking that the Trailhunter and TRD Pro will be seen on the road much. Not for what most dealerships will end up listing them for. At least... not until later in the year, when the dealerships decide to drop the markups and actually move the vehicles they'll be sitting on.

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