Best-Selling Pickup Trucks In America – December 2018 | GCBC
The US pickup truck market is about 3M units. Sales were 2,944k in 2018 up 122k or 4.34% from prior year. GM specifically sold 973k, up 25k or 2.68% over prior year. So GM is loosing market share. GM needed to grow truck sales by 41k just to preserve market share.
If GM were to target selling 50k electric trucks per year in coming years, it could be in a position to gain market share rather than losing it.
The market as a whole need to add about 130k per year to get to a point where EV trucks are dominating segment growth. At that point ICE trucks peak. To this end, I'd like to see Tesla target an eventual 10% market share, about 300k/yr. Growing to this level over several years will suck most of the growth out of the market, forcing truck makers to build electric or lose share.
Obviously pushing Tesla trucks to 10% share of market leaves 90% of the market for the "diehard" to cling to their cherished brands and drivetrains. The "diehard" will be among the last 10% truck buyers to convert, not the first 10%. Commercial and government fleet operators will be looking for a favorable total cost of ownership and may have some interest in greenwashing their organizations. I suspect that TCO economics will be key to getting to the first 10% of the market. EV enthusiasts wanting an electric truck for personal use also can buy up the first 5%. My expectation is that EVs will comprise 15% to 20% of the market by 2025 and Tesla can command half of that.
Honestly, the problem for Tesla is that the truck market is too small to give it a lot of running room. While the Model 3 can reach 800k levels and Model Y 1200k levels, I think it will be challenging for a pickup to hit 600k level worldwide by virtue of the global market being only 6.2M (
Focus2move| World Best Selling Pick up - The top in the 2017). Midsize car sold 9.5M worldwide in 2018, coupes 0.8M, "Executive cars" 2.4M, and SUVs a staggering 32.1M. So the Tesla Models S/X/3/Y will address a market of at least 45M, and this excludes small cars (10.1M), compacts (14.1M) and city cars (4.2). So in light of the 45M market that Tesla is addressing, the 6.2M pickup market is not so substantial. It's definitely worth going after, but market saturation is less of an issue with Model 3 and Y.