Home News Study highlights new, used pickup truck sales during COVID-19 pandemic

Study highlights new, used pickup truck sales during COVID-19 pandemic

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2017 Ford F-150 King Ranch (Image courtesy of Ford Motor Co.)

With the shift in sales that COVID-19 has brought to the marketplace, has demand in the pickup and SUV segments been affected by the pandemic? The folks at PureCars were eager to find out and released a study that aims to answer this key question.

PureCars is a firm that specializes in following digital advertising trends for not only auto dealers but also the broader industry as a whole. Their findings revealed that new SUVs dominated across all segments for customers, with their sales numbers returning to pre-COVID sales levels. June and July numbers in particular actually pulled even with sales in February according to PureCar’s study.

The study also revealed that Crew Cab pickup trucks are the second most popular category in the pickup segment, with Extended Cab models being the third most popular choice for customers. Yet according to their data, only Crew Cab pickups saw persistent demand during the pandemic, with other entries seeing sharp decreases in truck sales during the pandemic period. This could partly be attributed to the closure of dealerships in some states as part of state shutdown plans, which had a role in affecting these numbers.

Last but certainly not least is the performance of used trucks, with the study using the Ford F-150, Chevrolet Silverado, GMC Sierra 1500, Toyota Tacoma and the Ram 1500. The F-150 and the Silverado had strong sales during the early part of the pandemic, with the two actually outpacing the others in this regard due to strong incentive offers. But with the incentives now ending, sales for the two have slid dramatically downward since then. In contrast the GMC Sierra and the Toyota Tacoma recorded steady sales, with the two maintaining their truck sales performances during the pandemic.

What the study shows is that while the utility and pickup segments took a beating during the onset of the pandemic, it appears that the numbers are indicating a recovery is in progress. The real test will be in the fall and winter, with the holiday season being a true barometer of how the two segments are doing.

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