Toyota Tundra Sales Right on Track – November 2013

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Toyota released its sales results for November 2013 today, December 3, and the Tundra is meeting its goals. Can it sustain the momentum or is the sales trend just a result of a hot truck market?

Toyota Tundra Sales Right on Track - November 2013

Toyota has the sales of its fullsize truck right on track where it wanted it.

When Toyota released its predictions for the “newish” Tundra pickup, they said the goal was to increase market share and volume incrementally. Paul Holdridge, Vice President, Sales, Toyota Division told us at the August Media event that the goals are:

We expect to sell about 107,000 this year with a combination of 2013 and 2014 models.

Next year, with full production of the 2014 model, sales will increase about 30 percent to 137,000.

Currently, Toyota has sold 101,744 units (91,367 LY) which is up 11 percent. For the month of November, the Tundra sold 10,010 units (8,309 LY). Unless the truck market completely falls off the face of the earth, Toyota will hit their sales mark for 2013.

Looking into the future though, hitting the 137k mark will be more difficult. On a monthly basis, Toyota needs to average 11,416 units. With analysts predicting a slowdown and the new Ram EcoDiesel and Ford F-150 on the horizon, it is hard to see Toyota keeping up the momentum. Plus, the Tacoma continues to sell well, so we wonder about the capacity issue again. The Tacoma sold fairly well considering the shrinking midsize market. For November, the Tacoma sold 12,601 units (12,272LY, +2.7%) and for the year 146,724 trucks have been sold (127,335 LY, +20.5%).

Ford

Ford meanwhile continues to increase its sales (although who knows if that is HD or Fleet sales). Their press release states “sales of 65,501 F-Series trucks in November represents an increase of 16 percent compared with a year ago.”  For the month last year, they sold 56,299 units and for the year they have sold 688,810 units which is a 19.5 increase over last year.

GM

Not to be outdone by Ford, GM has a big sales increase as well. The Silverado sold 34,386 units (30,647LY, + 12%) which adds to their yearly total of 437,821 (367,613LY, +19%). For the Sierra, GM sold 14,362 units (11,726, +22.5%) and for the year 166,535 (138,475LY, + 20.3%).

Ram

Meanwhile over at Ram, sales continue to be really strong and Chrysler has declared that November was the 44th-consecutive month of year-over-year sales gains. (always wonder about that statement with the previous recession quashing everyone’s sales). Ram has also announced that both of its vans are now going to be counted under the “Ram Brand” umbrella. Yet, they did break out their numbers and the Ram P/U sold 29,635 units (24,337LY, +22%) and for the year 322,268 units have been sold (263,152LY, +22%)

Nissan

The Titan continues to tank with just 1,180 units sold (1,750 LY, -32.6) and year to date 14,407 (19,738 LY, – 27.0%). However, the Frontier is a big surprise. For November, Nissan sold 6,003 units versus 3,882 a year ago, +54.6%, and for the year, Nissan has sold 57,426 units versus 51,747, +11%. In other words, Nissan really needed that big month to ensure they sold more year over year.

Honda

Is it a fullsize truck competitor or a midsize truck? Apparently we aren’t the only ones confused as customers continue to barely look at it. Honda says they sold 1,353 units, up 4.9%. For year to date, it is up a respectable 29.1% with 16,160 units. That sounds great until you consider the discontinued Chevy Avalanche has sold 16,399 units year to date. If your sales can’t beat a discontinued truck, well, then…

Looking at these numbers another way, with total GM trucks, Tacoma/Tundra and Nissan Titan/Frontier trucks combined, the picture is more interesting.

2013 November Sales

What conclusions do you draw? Is the Tundra on track like we say it is?

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  1. Goldie says:

    Tacoma is selling surprisingly well for an old platform. According cars.com, it’s averaging only 12 days to on the lot. Compare that to the “all-new” Silverado 1500 at 63 days. Looks like Toyota could sell all the Tacomas they make.

    http://blogs.cars.com/kickingt.....-cars.html

    • Tim Esterdahl says:

      Goldie,

      I feel like they are selling everything they build. When you consider they sold a little over 22k trucks last month from one plant, I wonder how close they are to max. Everyone I have talked to with an automotive factory background says 200k is about max. 22k times 12 months is more than 200k! :)

      -Tim

  2. Mickey says:

    The test will be how much the Tundra will sell for 2014. Hoping for the best. I still prefer Toyota quality. So if it cost more than it is what it is. I’ll just have to pay more. Good to see the Tacoma doing well. I just think it’s to small for the room I already have in a CM. Can’t give up the space.

  3. DJ says:

    while the Tacoma is a great truck and a proven platform it is so far past needing an update. A buddy of mine put 357k on his 96′ Tacoma, but when he finally sold it he said he didn’t want a Tacoma because they’re so dated and “haven’t done anything new to them”. Frankly I don’t blame him it’s a truck designed in the early 2000′s.

  4. breathing borla says:

    nice to see you include a little section on all the makes, not just a toyota article.

    This is the kind of stuff I was talking about, a well rounded article.

    well done.

    It looks like if this keeps up Toyota is losing market share since they are growing at a slower pace as the others. I guess as long as they are meeting their sales goals, then their happy. Hopefully they are happy enough to add some more features, options, and storage to the tundra as time goes along.

  5. Mason says:

    I’ve seen a lot of new Tundras here in the seattle area but only about 3 new GM trucks. I wouldn’t be surprised if the Tundra was the second best selling truck in my state.

  6. mk says:

    the problem with slow new 2014 GM truck sales is the rebates are under 2K when in all years past you could get at anytime 4-5K in rebates. Plus, the msrp has gone up a ton. The new CM 6 1/2 bed is 43K msrp and about a 2 grand markup is still over 40K for a new truck and then take off 1500 for rebates or so still pushing 40K. Hard to swallow a truck much over 30K in price for most people.

  7. Brad says:

    Tim,

    Here in my city, my dealer posts on his web site all available Tundras in the Southeast, those that are on hand in the Southeast and the date the vehicle is available, if it is on order by a dealer. For September, October and November the inventory on hand or on order was about 800-1000. In December, the total is now 499 as of today, 12/12/13, with not many showing on order. Is this a factory order slowdown by all the Toyota dealers or just a Southeast (location) or a Christmas (seasonal) phenomenon or maybe even a tax-driven (inventory) situation? The sales of the Tundras from the dealers appears to be unchanged. They are still moving at a pretty good clip. About 50 were sold yesterday.

    • Tim Esterdahl says:

      Brad,

      You got me that is certainly interesting news. I wouldn’t expect it to be anything more than just way the business is done with ordering. I wonder if it might have something to do with end of year sales and the need to close out books. I’m going to work on getting Jason’s insight. He will probably have a better idea.

      -Tim

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