Ford Motor CompanyDemand for Ford's profitable full-size trucks and SUVs is softening due to high fuel prices and vehicle costs.
Detroit automakers are seeing early signs that demand for their highly profitable full-size trucks and SUVs is softening as fuel prices spike and new-vehicle affordability worsens. GM North America President Duncan Aldred told Automotive News the company is observing a shrinking of pickup trucks, full-size utilities, and some heavier vehicles, alongside an increase in more affordable segments. Gasoline prices surged from about $3.14 a gallon a year ago to $4.51 by mid-last month before easing back above $4, while the average new-vehicle price remains above $50,000. Stellantis is responding by planning nine vehicles priced under $40,000 in North America by the end of the decade, including two below $30,000, as part of its $70 billion turnaround plan. Ford is developing a midsize electric truck priced around $30,000 on its new Universal EV Platform, while GM notes it already has seven models starting at $30,000 or less and sold about 700,000 of them last year.
Ford Motor CompanyDemand for Ford's profitable full-size trucks and SUVs is softening due to high fuel prices and vehicle costs.
General Motors CompanyGM sees shrinking demand for its highly profitable pickup trucks and full-size utilities as fuel prices spike.
Stellantis NVStellantis faces softening demand for its full-size trucks and SUVs, prompting a shift to cheaper vehicles.