GM Still Remains U.S. Full-Size Pickup Truck Market King While The Ford F-Series Remains Best-Selling

General Motors leads the U.S. full-size pickup market, though Ford’s F-Series remains the top-selling nameplate. While GM’s Q3 sales grew 0.69% to 233,229 units, Ford is steadily closing the gap.

During the third quarter of 2026, Ford sold 204,007 F-Series trucks, trailing General Motors by 29,222 units. This represents a notable reduction in the gap compared to the first quarter of 2026, when GM maintained a lead of 44,524 units, which held steady at 44,503 in the second quarter. A primary factor in this narrowing margin was the performance of the GMC Sierra, which saw sales of 86,590 units in Q3 2026, marking a 9% decline of 8,557 units from the previous quarter.

These figures encompass all-electric variants, which also experienced a downturn in sales. This trend is largely attributed to the expiration of the $7,500 federal EV tax credit at the end of the previous year, which had previously incentivized consumers to accelerate their purchases. While the now-discontinued Ford F-150 Lightning recorded a significant sales decline, this was partially mitigated by robust demand for conventional F-Series pickups.

Silverado sales rose 4.4% to 144,984 units, or 2.7% to 146,639 including the EV. Ford is closing the gap due to production recovery and record-high Q3 Super Duty output of 110,275 units following the resolution of last year’s aluminum supply issues.

Regarding General Motors, prospective buyers may be deferring their purchases in anticipation of the next-generation Chevrolet Silverado and GMC Sierra, both of which are scheduled to arrive at U.S. dealerships before the end of the year. These models will feature a more rugged, boxy aesthetic and will be equipped with more powerful engines from GM’s sixth-generation small-block V8 family.

Consequently, it remains to be seen whether Ford can continue to narrow the competitive gap within the highly lucrative U.S. full-size pickup segment. As Ford plans to rely on a refreshed version of the F-150 for the 2027 model year, a significant redesign is not expected in the immediate future.

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