This Toyota Stole the F-150’s Crown in 2024

The Ford F-150 has been a dominant force in American auto sales for decades. Its reign has ended, as for the first time in a decade the Toyota RAV4 has claimed the title of the most-registered vehicle in the U.S., according to data from JATO Dynamics.

Beloved by Americans for decades, the workhorse that is the F-150 now sits in second place—a shift not seen since the Toyota Camry briefly took the crown in 2009. A modest decline in sales, combined with a strong year for the RAV4, was enough to tip the balance in 2024.

The Toyota RAV4 Had a Strong Year, But…

While the RAV4 had a strong year, there’s a catch. JATO’s numbers differ from those of traditional manufacturer-reported sales as they separate the F-150 from the automaker’s larger Super Duty truck models. Where Ford typically reports all F-Series trucks under one umbrella, JATO splits them, which results in the RAV4 being ahead by 14,278 units.

As expected, Ford has its own take on this tally. Product communications director Mike Levine pointed out that all F-Series trucks—from the F-150 to the F-600—share a common cab structure and powertrain options, in the same way Toyota offers different configurations of the RAV4.

The ranking shake-up doesn’t end there, though, as the Chevrolet Silverado 1500 has dropped to fifth place, the GMC Sierra has slipped to tenth place, and the RAM 1500 has fallen out of the top ten entirely. There’s good news for GM: the Chevrolet Trax is making waves as the best-selling subcompact SUV, with an impressive 83 percent year-over-year sales surge.

From a brand perspective, Toyota is still out front, with Ford a close second. Honda jumped the biggest market share, while Stellantis—which houses brands like RAM and Jeep—took the hardest hit.

Compact SUVs Are Taking Over Right Now

More often than enough, buyers seek a balance between utility, efficiency, and affordability, so compact SUVs, like the RAV4, have surged in popularity. With persistently high interest rates, the RAV4’s lower price tag makes it an appealing option, especially with leasing gaining little traction in recent years.

Toyota capitalized on this momentum by offering attractive financing and lease incentives. Meanwhile, hybrid and alternative fuel vehicles comprised 43 percent of Toyota’s total U.S. sales, highlighting the ongoing shift toward electrification.

While the RAV4 saw a 9 percent sales increase, reaching 475,193 units, the F-150 saw a 5 percent decline with 460,915 units sold. Ford’s slowdown wasn’t just due to market trends—production halts at key assembly plans and quality control measures delayed deliveries. In response to its slipping rank, Ford argues that JATO’s methodology excludes heavy-duty trucks, asserting that the full F-Series lineup remains dominant.

Full-size truck sales remained robust, with GM leading the segment, selling 875,800 combined Silverado and Sierra units. Ford’s total F-Series sales, including heavy-duty models, grew by 2 percent to 765,649, while RAM saw a significant decline of 16.1 percent. Meanwhile, the Toyota Tundra experienced a strong 27.4 percent sales increase, fueled by aggressive incentives.

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How-To Geek’s Take

Looking ahead, upcoming tariffs on vehicles and components from Mexico, Canada, and Japan could significantly impact pricing and sales rankings in 2025. With both the RAV4 and F-150 dependent on international supply chains, the competition for the top-selling spot is far from settled.

Sources: Wards Auto, Car Industry Analysis, TopSpeed