The competition among American pickup truck giants like Ram 1500, Ford F-150, Chevrolet Silverado, and Toyota Tundra is fueling record-breaking sales in the Australian full-sized pickup market. Despite increasing scrutiny and public criticism, the demand for these supersized utes is soaring, with their market share expanding as more brands enter the segment.
In the first quarter of 2024, Australian sales of full-sized pickups reached 2623 units, marking a significant 16.3% increase compared to the same period last year. These figures encompass vehicles from the Chevrolet Silverado, Ram 1500/2500/3500, Ford F-150, and Toyota Tundra model lines. Despite this surge, American pickups constitute less than one percent of all new car sales in Australia.
The Ram 1500 remains the market leader with 886 sales this year despite experiencing a year-to-date decline, primarily attributed to the transition from DS-series 1500s to newer DT-series models. Following closely behind is the Ford F-150, which garnered 616 sales since its Australian debut in December 2023, outselling its Chevrolet Silverado 1500 counterpart.
Meanwhile, the Toyota Tundra’s limited rollout as part of a customer evaluation program, with approximately 300 units leased for 12 months, hints at its future retail availability. Notably, the Ford F-150 is the only model not locally remanufactured to right-hand drive, with all conversions performed by RMA Automotive in Melbourne.
In the heavy-duty pickup segment, the Chevrolet Silverado HD leads with 297 deliveries, surpassing the Ram 2500 and 3500 twins. The competition intensifies as these brands vie for dominance in the Australian market, reflecting the growing popularity of American pickup trucks despite challenges and criticisms.