Supercars aren’t they only vehicle sold in the usa. While the slowdown of the automotive segment does bring concern for leather operators, pickups are sending good signals. An analysis by Jato Dinamics, British consulting and market research firm specialized in the automotive segment, reports that the market share of pickups within the US border has increased by 3% between 2010 and 2019. During this same period, this type of vehicle has drifted towards a high-end positioning, and has started using leather interiors.
Good signals from pickups
Pickups’ sales account for 14.9% of the total vehicles sold in the United States. The type’s market share increased from 13.1% to 16.8%, while in Canada it has reached 18.2% of the total. Counter to the mentioned data, pickups only represent 3.7% of global sales. But the analysis by the British company highlights how pickups have become more luxurious. In 2019, as reported by greencongress.com, the average sale price of this type of vehicle has reached 44,039 USD (+35.1% in comparison to 2010). In fact, only 17.8% of pickups had leather interiors in 2010: the percentage has climbed to 27.3% in 2019. A clear example of this is the Ford F-350 Limited 4X4 Crew Cab 8’ Box DRW, a vehicle that has massaging seat upholstered with camel leather. That being said, the attention towards interior detailing is also visible in more commercial vehicles, such as the Nissan Frontier and Titan, Toyota Tundra and Tacoma, the LTX version of the Chevy Silverado, GMC Canyon and Honda Ridgeline.
A recent report by Cox Automotive is also one of the few showcasing the improving signs of the industry. According to an analyst working for the US-based company, sales numbers for 2019 should show a decrease in volume, but an increment in the value of the purchases. Specifically, the financial statements of automakers should show a 1% reduction in units sold, but an increase of 8.4 billion USD in value, compared to 2018, reaching 462 billion USD. Moreover, always according to the analysis of Cox Automotive, 2020 could prolong the trend and register an ulterior decrement in volume, yet without reaching 2009, which was the peak of the crisis during which less than 11 million vehicles were sold.