GMADA Supplement - S4

GLORY DAYS

Light-truck stampede brings consumers a dazzling array of new choices
Back in the 1940s, psychologist Abraham Maslow
developed his now-famous, pyramid-shaped hierarchy
of needs-five things he theorized were essential to the
human condition.
For Americans, perhaps it's time to make room for a
sixth: light trucks.
Consumers' unabashed desire for all things truck is
one of the more remarkable developments in the auto
industry over the past decade, especially considering
the state of the light-vehicle market in 2009.
The numbers speak for themselves: Over the past
decade, sales of pickups more than doubled, to 3.1
million in 2019 from 1.4 million in 2009, according to
figures compiled by JATO Dynamics North America,
which helps automakers price and spec vehicles.
Drilling a little deeper into the numbers, crossovers
and SUVs showed even more dramatic growth, with
sales jumping to 7.9 million in 2019 from 2.8 million
in 2009-a roughly 182 percent increase. And when
combined, the overall light-truck segment-vans,
SUVs, crossovers and pickups-generated sales of 12.3
million in 2019 or about 72 percent of the 17.1 million
vehicles sold.
Even further evidence of the truck renaissance

4

comes from the Edmunds Truck Report 2020. Fullsize trucks accounted for 14.5 percent of the new light
vehicles sold in 2019-an all-time high. And sales of
midsize trucks skyrocketed 124 percent during the past
decade, the report said.

S

CONSUMER HEAVEN

"The landscape that we have
today is pretty awesome," JATO
North America President Matt
Weiss said of the light-truck
stampede. Weiss was a
featured speaker at the
National Truck Summit,
hosted by the Twin Cities
Auto Show in Minneapolis
and sponsored by the Greater
Metropolitan
Automobile
Dealers
Association
of
Minnesota and Automotive News.
"SUVs, crossovers and pickup
trucks have become staples on our roads,"
Weiss said, "used for adventure, off-road activities,

WEISS

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GMADA Supplement

Table of Contents for the Digital Edition of GMADA Supplement

GMADA Supplement - S1
GMADA Supplement - S2
GMADA Supplement - S3
GMADA Supplement - S4
GMADA Supplement - S5
GMADA Supplement - S6
GMADA Supplement - S7
GMADA Supplement - S8
GMADA Supplement - S9
GMADA Supplement - S10
GMADA Supplement - S11
GMADA Supplement - S12
GMADA Supplement - S13
GMADA Supplement - S14
GMADA Supplement - S15
GMADA Supplement - S16
GMADA Supplement - S17
GMADA Supplement - S18
GMADA Supplement - S19
GMADA Supplement - S20
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