Prior to the arrival of the all-new from the ground-up 2022 Toyota Tundra, that particular full-size pickup was the oldest on the market, which didn’t exactly help it in the sales department. In this hyper-competitive segment, vehicles like the top-selling Ford F-150 are refreshed on a regular basis, and typically get redesigns every 5-6 years, too. However, it seems like the new Toyota Tundra has done a pretty good job of attracting Ford F-150 owners since it launched.
According to S&P Global Mobility, the Toyota Tundra continues to gain market share, hitting a new personal record of 15.3 percent in April – over four times higher than December 2021, when the all-new 2022 model launched. That was good enough to move the Tundra into fourth-place in the full-size pickup segment in the U.S., behind the Ford F-150, Chevy Silverado, and GMC Sierra 1500, but perhaps even more notable is how the Tundra has improved its conquest to defection ratios against its competitors over that same time period.
Conquest/defection ratios are merely conquests or inflow divided by defections or outflow, and in this case, the 2021 Toyota Tundra had a net outflow with each of the aforementioned three competitors in every month except for two. However, in early 2022, that changed in a big way, as the all-new 2022 Toyota Tundra saw its ratio rise, to the point where it has been greater than 1.0 in every month since February 2024 – surpassing 2.0 compared to the F-150 in multiple months along the way.
This is obviously a problem for Ford, even as the F-150 has beaten the new Tundra in multiple comparison tests since its launch. After all, brand loyalty has always proven strong in the full-size truck market, with The Blue Oval routinely winning awards for precisely that, proving that F-Series owners tend to be more loyal than most.
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Comments
Just wait until all the recalls and bad press about Toyota’s 3.4 twin turbo engines start showing sales numbers drop for Toyota. This new engine has been a disaster for Toyota. I like Toyotas, we when have a V8 4Runner at our house. It’s been reliable as a stone. They’ll need to figure it out to get back to that reliability.
Tundra sales were down 20 percent in May compared to April. The Ram also outsold the Tundra by a 2 to 1 ratio in April.
This Tundra is hideously ugly (redundancy intended). But Ford’s lack of quality is opening the door for Tundra. Shameful. The 1997 generation F-150 equaled or beat Toyota quality. That hasn’t been the case in a long time.
Also lack of inventory. The desperately need more F series capacity, but are TOO CHEAP to retool another plant for it.
One of the uglies front ends I have seen, well maybe the Lexus spindle grill is worse.
It’s a quality issue/perception for Ford. Although Toyota had some hiccups with the new 3.4 turbo V-6, Some of us, though diehard Ford Fans, are more than a little frustrated with ongoing Ford quality issues. If Ford can’t fix their multitude of issues, the inability/unwillingness of dealers to work through quality problems…. there might be more defections in the future.
Ford has its own share of problems with the ecoboost and crappy transmissions.
Oh you’re referring to the same 10spd transmission gm uses…
EcoBoost is fine, can your nonsense
^^^^
Troll alert…shockandawe is a paid troll
The very main reason Toyota mabe gaining on Ford and others in Pickups…is very simple..is quaility…..this recall after recall paying high price for a truck ….is getting old to a lot of former Ford, GM and Ram customers….so like cars….they losing there way in trucks…
RAM is down 20% YTD
Due to a refreshed model coming out.
Due to poor quality.
The real issue is, the F-150 looks very old no matter how much Ford lies and say it is all new, it isn’t. It looks like 2016. Until for change the entire design, people will flock to other vehicles. The F-150 Raptor is still nice but the standard truck is boring.
I really don’t like the taillight design at all!