Toyota Tundra Sales Right on Track – November 2013
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?
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 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.
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%).
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%)
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.
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.
What conclusions do you draw? Is the Tundra on track like we say it is?
Filed Under: Tundra News