Zac Quinn 
The SUV market remains the dominant force in a raging war of the segments, but that may change as more non-luxury vehicle buyers have shown a record-high interest in trucks in the third quarter of 2023. As a result, the Chevrolet Silverado 1500 and Ford F-150 fell in line as the top 2 pickup picks.
Chevrolet Silverado, Ford F-150 The Most Considered Vehicles
According to data from Cox Automotive, a record-high 36% of non-luxury vehicle buyers considered a pickup truck in the first quarter of 2023, with the segment slotting below SUVs which had a steady 66%, and ahead of cars with a declining 32%, with minivans sitting at a lowly 5% (unjustifiably so, as the minivan is better at being a transport vehicle than the typical SUV!). In addition, full-size trucks occupied six spots in the overall top ten of most considered vehicles – namely, the Chevrolet Silverado 1500 at #1, the Ford F-150 at #2, the GMC Sierra 1500 at #3, the Ram 1500 at #4, the Ford F-Series at #5, and the Chevrolet Silverado 2500/3500 at #8.
Unsurprisingly, midsize trucks are also becoming increasingly popular thanks to the Chevrolet Colorado, GMC Canyon, Ford Ranger, and Toyota Tacoma updates. It’ll be interesting to see what these numbers show in the future as the segment starts ramping up and people get their hands on the new Ford Ranger and Toyota Tacoma to compare them with the Chevy Colorado or GMC Canyon.
We’re bound to see car popularity deplete as we progress into the future since they’re known to be less safe in a collision than trucks or SUVs, and the utility of a truck or SUV is a draw over a car. That said, the Dodge Durango falls in as the most considered SUV, which combines utility and the ability to modify the vehicle to get that extra power and joy associated with the Dodge brand.
Toyota remains the most shopped non-luxury brand, with Chevrolet and Ford closing in behind it. Chevrolet came second with a record-high of 31%, while Ford occupied third place with 30% with the help of the Maverick. It’ll continue to grow with the launch of the Ranger, which shows that Toyota has some serious competition in the truck segment.
