By Gary S. Vasilash
One thing that is occurring is that OEMs are decreasing the number of types of vehicles that they have on offer.
Consider, for example, Ford.
If you want a “car,” then you’d better be happy with a Mustang because that’s all that’s available.
It has gone from arguably a “full-line” manufacturer to a SUV/truck manufacturer.
And it is doing well in that truck category, as the company announced that the F-Series is the best-selling truck in the U.S. for 46 years running, and that it sold more than 640,000 trucks in 2022 (this isn’t just the F-150 but the F-550 chassis cab, so it is a mix of personal and commercial vehicles).
Toyota is a full-line manufacturer, as it builds cars, trucks and utes.
And while it might seem as though this spreading might cause some dilution of vehicle sales (i.e., with a range to chose from, a consumer might pick a car rather than a ute or a truck rather than a car, thereby diminishing the overall sales for a given vehicle), when it added up its 2022 U.S. sales it had some impressive numbers:
- The Camry is the best-selling passenger car for 21 years running
- The Tacoma is the number-one small pickup and has been for the past 18 years
- The RAV4 is now the best-selling SUV for seven years in a row
While some might think that the car segment isn’t all that interesting, know that it sold 295,201 Camrys in 2022.
It also sold 222,216 Corollas (the number-one selling compact in the U.S.)
And there are other cars on offer: Supra, GR86, Mirai, Avalon, and Prius.
The Tacoma clearly is a truck with legs. There were 237,323 sold in 2022. A point of comparison would be the combined number of the Chevy Colorado and GMC Canyon: 117,016.
The RAV4 run is perhaps the most impressive of all. While Ford and GM can legitimately argue—as can the Stellantis Jeep brand—that they have deep, deep SUV know-how and capability, the RAV4, of which 399,941 were sold in 2022, just keeps leading the list.
Seems that offering a full line can have some advantages for the OEMs’ sales and the customers’ choice.