The three best-selling cars in the United States in 2023 were the Ford F Series (750,789 units), the Chevy Silverado (543,319) and the Ram Pickup (444,926). The three models repeated the 2022 podium in the same order and the first two improved their results. Sales of Ford trucks experienced a 15% increase compared to the previous year while those of the Chevy Silverado increased to a lesser extent.
These figures highlight the preference of United States drivers for pickup trucks, a type of vehicle that stands out for its dimensions and high fuel consumption, compared to the predilection of European motorists for a smaller, more efficient type of vehicle. . In Spain, for example, the best-selling car in 2023 was the Dacia Sandero (27,951 examples), a low-cost model from the Renault Group that was ahead of the Seat Arona (21,639) and the Toyota Corolla (19,845).
“In the United States, everything is big. The streets, the distances, the cars... You notice this feeling anywhere. In the supermarket, in the stores, in the size of the appliances...", says Carla Perucca, political scientist and master in International Security, to explain the reason for these differences between the typical car in the United States and in Spain.
The Ford F-150, which has been the best-selling car in the United States for four decades, measures 5.89 meters long, and the Dacia Sandero, 4.08 meters. That is, almost two meters of difference in length between both vehicles. Regarding fuel consumption, the Ford F-150 registers an average of 12.4 liters per 100 kilometers, while the Dacia Sandero presents a significantly lower figure, with a consumption of 5.4 l/100 km .
“In the United States there is almost total dependence on the car. Cities, with exceptions like Los Angeles or New York, are not made for walking. To get anywhere you have to take the car no matter what, and this is why most homes have two or three vehicles,” says Perucca.
However, it is surprising that pickup trucks are the best-selling type of car and not other more functional models. According to an Axios study, most pickup truck owners rarely, if ever, use their vehicles to transport goods, tow, or perform tasks associated with this type of truck. Instead, they are more likely to use them for shopping and commuting.
For Perucca, there is a geographical factor and a cultural factor that influence the preference of American drivers for pickup trucks. “Geographically, in countries like the United States, Argentina or Brazil, the distances are enormous. Trips of 500 kilometers are considered short, and a large car allows you to cover these distances more comfortably. As for cultural reasons, in most cases a certain appearance is sought,” says Perucca.
The political scientist remembers that when she lived in the United States, she observed how girls who had just obtained their license, were barely 16 years old, and had small builds, drove vehicles that looked like trucks. “It's something that has always surprised me. These girls don't need a car with these characteristics. “They do it for show.”
Dolors Martín, graduate in Political Science and master in Territorial Planning, endorses Carla Perucca's theory. She believes that it is necessary to differentiate between the most populated cities in the United States and rural areas to make a more accurate x-ray of North American society and the preference for the car they use.
“In California or New York state, there is a big difference when choosing a type of car compared to deep America. In rural areas, where there is more space and distances are greater, pickups and Hammer-type vehicles triumph. This responds to a culture based on greatness. Having more land allows you to have this type of vehicles. On the other hand, people who live in more European-style cities, such as New York, Boston or Chicago, do not have it so easy to get around in large cars and end up opting for more functional models.”
Over the years, pickup truck owners have begun to use the truck not only as a cargo vehicle, but also for commuting. Manufacturers have been able to take advantage of this trend to change the proportions between the cabin and the cargo space.
According to a publication on the powernationtv website between 1961 and 1979, Ford pickups had 64% of the space for cargo and the cabin only represented the remaining 36%. However, between 2015 and 2021, the Ford F-150 cab already represented 63% of the truck, while the bed was reduced to 37%. That is, in four decades, the proportion had reversed.
Martín believes that it is difficult for pickup trucks to stop leading the market of the best-selling vehicles in the United States. “It is true that in cities like New York you see many Smart-type cars, although mainly from national and Japanese brands. But this trend is unlikely to change in other areas where there is more dependence on the car. In addition, it must be taken into account that the price of gasoline is not very high either, so the preference for large and powerful vehicles will continue to be high.”
Carla Perucca also does not believe that this trend will reverse in the coming years, although she believes that “we must put an end to this logic that we need the car to live.” “In places where there are alternatives to the private vehicle, we should not treat the car as a right. In rural areas it is different, since dependency can be total,” she concludes.
