Executive summary
U.S. sales and loyalty in full-size, half-ton pickups are concentrating around a few models—primarily the Ford F-Series, Chevrolet Silverado, and Toyota Tundra—according to S&P Global Mobility. Including closely related heavy-duty pickups and full-size utilities, this ecosystem represents roughly 15% of new-vehicle sales through the first eight months of 2025 and remains the financial engine of dealer showrooms.
Key numbers
- 8.2% share: half-ton pickups (Jan–Aug 2025).
- 3.4% share: heavy-duty pickups (three-quarter-ton and one-ton) on related platforms.
- 3.6% share: full-size utilities on related architectures.
- ~15% combined share—would rank second only to compact utilities if treated as a single segment.
- Per-vehicle profits: $10,000+ on half-tons; up to $30,000 on heavy-duty trucks and full-size utilities.
Loyalty trends
- F-150, Silverado 1500, Tundra: consistently in the 55%–65% brand-loyalty range for years.
- Ram 1500: loyalty fell from 49.5% (Jan 2020) to 31.9% (Aug 2025); below 40% since Feb 2022, with only modest recent improvement.
- Tundra gained share beginning in 2022, though growth has recently plateaued.
Why it matters
- These trucks are the showroom’s financial core, helping cover overhead, discounting on slower models, and investment in new tech (including EVs).
- Shared platforms link half-tons to HD pickups and full-size SUVs, amplifying economic impact across lineups.
- Concentration around a few nameplates raises the bar for competitors to win back lapsed owners or conquest loyal buyers.
Implications for automakers and dealers
- Double down on retention for high-margin truck owners via service, trade-in programs, and targeted incentives.
- Optimize trims, mix, and incentives on half-tons to drive traffic, trade-ins, and F&I performance.
- Track Ram’s loyalty recovery; shifts could ripple through HD and full-size utility sales built on shared architectures.
Timeframe and scope
The report covers the U.S. market for the first eight months of 2025 and reflects multi-year patterns with Ford and Chevrolet maintaining leadership, Toyota strengthening ties since 2022, and Ram working to rebuild repeat purchase rates.
