Toyota Steals the F-150’s Crown
For the first time in over a decade, the Ford F-150, a longtime leader in the American auto market, has been surpassed. Data from JATO Dynamics reveals the Toyota RAV4 as the most-registered vehicle in the U.S. for 2024.
For years, the F-150 has been a dominant force, beloved by American consumers. Now, it sits in second place following a modest sales decline. This shift hasn’t happened since the Toyota Camry briefly held the top spot in 2009. The RAV4, on the other hand, had a very strong sales year in 2024.
A Closer Look at the Numbers
It’s important to note that JATO’s figures differ from those typically reported by manufacturers. JATO separates the F-150 from Ford’s heavier-duty Super Duty truck models. Ford usually reports all F-Series trucks under one umbrella, while JATO splits them, which results in the RAV4 being ahead by approximately 14,278 units. This is the key difference in the numbers.
Ford has, unsurprisingly, presented its own perspective on these figures. Product communications director Mike Levine highlighted that all F-Series trucks—from the F-150 to the larger F-600—share a common cab structure and powertrain options. Similarly, Toyota offers different configurations of the RAV4.
Market Shifts and Future Projections
Upcoming tariffs on vehicles and components from Mexico, Canada, and Japan could significantly impact pricing and sales rankings in 2025, which will be something to watch.
The shake-up in rankings extends further. The Chevrolet Silverado 1500 dropped to fifth place, the GMC Sierra to tenth, and the RAM 1500 fell out of the top ten altogether—a significant move. However, there’s good news for General Motors: the Chevrolet Trax is gaining traction as the best-selling subcompact SUV, with an impressive 83 percent year-over-year sales surge.
From a brand perspective, Toyota remains in the lead, with Ford close behind. Honda saw the biggest market share increase, while Stellantis, including brands like RAM and Jeep, experienced the most significant decline.
Compact SUVs like the RAV4 are appealing to buyers seeking a balance between utility, efficiency, and affordability, which helps explain their rise in popularity. With persistently high-interest rates, the RAV4’s lower price point also makes it a more attractive option, especially as leasing becomes less popular.
Toyota effectively capitalized on this momentum by offering attractive financing and lease incentives. Additionally, hybrid and alternative fuel vehicles accounted for a significant 43 percent of Toyota’s total U.S. sales, highlighting the ongoing shift toward electrification.
While RAV4 sales increased by 9 percent to 475,193 units, F-150 sales declined by 5 percent, reaching 460,915 units. Ford’s slowdown wasn’t solely due to market trends; production challenges at key assembly plants, coupled with quality control measures, delayed deliveries.
Ford argues that the full F-Series lineup, including heavy-duty models, continues to be dominant. Full-size truck sales, including the Silverado and Sierra, remained robust. When factoring in heavy-duty models, Ford’s total F-Series sales grew by 2 percent to 765,649 units, while RAM experienced a considerable decline of 16.1 percent. The Toyota Tundra, on the other hand, saw a significant sales increase of 27.4 percent, driven by aggressive incentives.
Looking ahead, future tariffs will undoubtedly play a role in the competition for the top-selling spot. With both the RAV4 and F-150 reliant on international supply chains, the race for the top spot is far from over.
