Q1 2019 U.S. DIESEL VEHICLE SALES COMMENTARY AND INSIGHT BY BAUM & ASSOCIATES

In the diesel category, the Ford Transit, Mercedes Sprinter (now produced in the U.S.), and the Ford F-150 lead the category. The Chevrolet Silverado and Sierra 1500s will soon be available with a diesel, with the Ram 1500 likely to appear shortly thereafter. Each of the three category leaders had a strong March. However, as compared to last year for the entire quarter, diesel sales were down from last year, specifically with respect to the Ford Transit. We remind you that Ford diesel product volumes are estimated.

Commercial diesel products are of course focused on Detroit 3 Class 2 and 3 diesels with March and year-to-date sales down from year-ago. Ford is the market leader with almost half of these products, with GM and FCA equally sharing the rest of the market.

Q1 2019 U.S. DIESEL CAR SALES BY BRAND AND MODEL

2018 U.S. DIESEL VEHICLE SALES COMMENTARY AND INSIGHT BY BAUM & ASSOCIATES

The light-duty diesel segment is paced by three entrants: the Mercedes Sprinter, Ford Transit, and Ford F-150. The F-150 is of course new for 2018 and launched last Spring. Sales represent approximately 5 percent of total F-150 sales. Note that sales of the F-150 diesel are now included and have been added for the entire year. In Spring 2019, diesel sales will increase significantly as the Silverado and Sierra half-ton pickups and the Ram 1500 will all offer diesel entrants. There is a large drop off after the three category leaders, with GM and the European-based manufacturers completing the category. Sales of these light-duty diesels represent approximately 0.8 percent of total sales, which is up modestly from 2017.

Commercial diesel sales are sold on the ¾ and 1 ton versions of the Ram, F-Series Super Duty, and Silverado/Sierra. Sales increased in 2018 and total sales represent 2.2 percent of sales, but of course a much larger share of large pickups, where these engines are common. It should be noted that GM has seen strong growth in this category as their new product in the medium-duty segment is enabling increased sales in Class 2 and 3 as many corporate customers buy trucks of various classes (as a package) for their business needs. Ford’s market-leading position in this segment of course translates into its leading position in diesel sales.

Read more - We Know Where We’ve Been, But Where are We Going?

2018 U.S. DIESEL CAR SALES BY BRAND AND MODEL