Nothing lasts forever. Can that be said for the Ford F-Series’ reign? Or is this just a blip on the radar, and that regular programming will resume shortly? For nearly 50 years, the Ford F-Series has remained the top choice of American Motorists, and for the first time, in 2024, an SUV has knocked it off its perch. Nothing is ever as cut and dry as it seems, but you can’t knock down the growth and might of the SUV movement and what it means for motoring. At the forefront of that movement is Toyota’s RAV4.
Unprecedented, but has the writing been on the wall for some time now, and has the pickup’s dominance finally started showing cracks and signs of losing the all-out battle?
America Wants Bigger SUVs, but Ones That Are Also More Affordable
Three points to acknowledge. One is the global trend of downsizing in general, amidst a post-COVID economic downturn that can’t be ignored. Two: As people become aware of the actual costs of owning larger, more expensive cars and face the reality of reduced disposable income in the economy, decisions need to be made. Lastly, buyers want bigger SUVs, but at more affordable price points. In steps, the RAV4 plays to those points. For years, it has been in its final development cycle, building a solid foundation and quietly accumulating sales numbers, which has brought us to where we are today. That is before the new 2026 version is released. Something that will undoubtedly be a strong follow-up to the current version.
That model will be bigger and, based on the current infrastructure, better suited to meet the growing demand as displayed in 2024. This demand has set a trend in motion, and I expect it to snowball as Toyota is a master at navigating the market. If it’s bigger (and more affordable) SUVs America wants, then it’s bigger (And more affordable) SUVs America will get.
Boxing Clever – Toyota Is Doing What Toyota Does Best
Toyota, as a brand, has always boxed clever. Instead of going for outright premium qualities (which come at increased cost), they leave that for their Lexus brand and play a much simpler game, catering to the “working man”, something Ford’s F Series has always done. Toyota is playing Ford at their own game.
However, this time, other factors are involved, as the world is no longer as prosperous as it once was, and wallet share will be impacted. No longer can a blind eye be turned on rising gas prices. Everyone is feeling the pinch, but instead of trying to be something they’re not, Toyota is sticking to the program and keeping things simple. It’s what they do best.
Has Ford Been Scoring Own Goals?
Recalls on the F-Series have undoubtedly played a role in shaping the consumer mindset. Perhaps not entirely a dealbreaker given Ford’s strong infrastructure, but one can’t keep ignoring issue after issue. Neither can the consumer who will ultimately live with a product resist wondering about “What else will go wrong down the line”? Given the reliance on Toyota’s build quality that the brand has built on, it’s undoubtedly a thorn in Ford’s side. However, to Ford’s defense, with any large-scale manufacturer, quality standards must be continuously upheld, and a recall is naturally part of the process. Countless issues, however, are bound to slow down the production process. Ford cannot afford that.
We can’t continue burning fossil fuels at this rate, and despite our love for gas, the market is waking up; therefore, Ford’s insistence on avoiding prioritizing more efficient power plants is understandable. Despite the advances of Ecoboost and Powerboost technologies, this avoidance may be coming back to plague them. In this world of modernization, it’s always a game of catching up, and Ford will no doubt prioritize fuel efficiency, along with better manufacturing processes. It may only be a matter of time.
Are the Days of the Pickup Numbered, in General?
The modern world is a much different place than it was decades ago. Semigration, increased emission regulations in built-up areas due to potential policy changes, and the growth of cities with smaller parking spaces, both on-street and underground, have put pressure on the average car choice size. The RAV4 is one choice that is not affected, unlike the F-Series. Along with that, let’s not forget the types of jobs workers do with increased digital presence that don’t require pickup of any sort.
Social changes aside, with the age of instant shopping, the mission of getting into your truck and heading down to the mall is changing the way we shop, and the question begs whether having a load bin at the rear is needed at all anymore? Can an SUV do the same job with less fuss? It’s a practical question that needs a sensible answer, and I hate to break it to you, but the answer is “Yes”.
Global Issues and a Semiconductor Itch That Can’t Be Scratched
We’ve had our fair share of global issues affecting manufacturing, including rising costs and changing consumer behavior. Amidst an ongoing semiconductor supply issue and a supply chain that has been slowly recovering from the COVID-19 pandemic, other problems have arisen, such as wars in strategically important regions of the world.
We’ve all heard the old saying, “The bigger the ship, the harder it turns”, and given the sheer size of the Ford Group, which sources its parts from every part of the world, issues like these do not help the cause of the F-Series.
It’s certainly a realistic issue impacting all manufacturers, and specifically Ford, with the F-Series spearheading sales efforts, especially as cars in general become increasingly reliant on technology, and more specifically, the semiconductor supply. Has Toyota, which is facing the same global issues, albeit to a lesser degree, been more astute with its action plan and achieved a better global position leading up to these issues? Could be.
Affordability – Ford F-Series versus RAV4
The factors favoring the RAV4 over the F-Series cannot be exhausted without listing external issues, such as rising interest rates and the list prices of the cars themselves. An entry-level Ford Truck comes in at $39,000, which is the same price as the full-specced TRD Off-Road version of the RAV4. A base model of the RAV4 will have a list price of around $28,675, and coupled with rising interest rates, this type of consumer decision can be a deal-breaker or deal-maker when buying.
Adding to the misery, the RAV4’s fuel economy numbers are 27mpg in the city and 35mpg on the highway, compared to the 25mpg and 26mpg, respectively, of Ford’s most economical option, the 3.5L PowerBoost full hybrid V6. This comparison begins to paint a rather dreary picture. From there, the numbers only start to become less frugal, and that’s a sign the market can no longer ignore. Compare it against Toyota’s Hybrid option, and the numbers only show up worse, making the situation that extra bit awkward.
Pickups Have Become More Car-Like, but Have They Done Enough
Gone are the days of front bench seats, brain-rattling hard rides, and leaf spring suspension. Motorists have wanted more “car-like” attributes, such as ride comfort, from their pickups. However, does the inherent ruggedness of a ladder frame prevent it from fully embracing every car-like attribute that an SUV could achieve with ease?
The experience in a truck has always been, let’s put it, “agricultural” and something that I feel some people might be getting a little tired of. Whereas the RAV4 offers the type of ride comfort a pickup can only dream of, along with the kind of comforts that come naturally. This gap may have been bridged over recent years, but a pickup will remain rugged, regardless of how you dress it up.
At face value, it may seem like Toyota has the upper hand, given the cold, hard facts of sales numbers, but once you peel away the layers, you’ll discover deeper underlying reasons. Some micro and some macro, some in control and some out of Ford’s control, as the world readjusts itself in a post-COVID wake. These situations are never cut and dry, and they will never be.
Whether this ultimately leads to a complete shift in buyer habits in the future, favoring the SUV in America to occupy that top spot, only time will reveal. Still, for now, it is certainly making more quality entertainment in corporate America as the two manufacturing giants trade blows, fighting for that all-important spending power of the consumer.