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Who Rules the Road? Full-Size Pickups, Apparently.

Published: January 24, 2018 by Guest Contributor

Benjamin Franklin famously said that nothing in life is certain except death and taxes. While that may be true, I think we can add another item to the list — traffic. An unfortunate part of many people’s day, traffic is an inevitable consequence when moving from point A to point B, especially when you consider the sheer volume of vehicles on the road.

According to the latest research from Experian, the number of vehicles in operation (VIO) has jumped 5.7 million, going from 265.3 million in Q3 2016 to 271 million in Q3 2017. In fact, more than 17 million new vehicles hit the road in the United States, with just 11.4 million exiting operation.

Numbers of that size can be hard to process, so let’s focus on something more relatable. When you’re stuck in traffic, what types of vehicles are inching along at a snail’s pace with you? No matter which state you live in, chances are you’ll see lots of full-size pickup trucks. Why? The top vehicle segment in 42 out of the 50 states is full-size pickups. The only exceptions are Hawaii — which has small pickup trucks as the number one segment — and Rhode Island, New York, New Jersey, Connecticut, Massachusetts, California and Maryland, which prefer midrange standard cars.

If you think about it, these exceptions make sense. Residents of the East Coast commuter states and California probably prefer smaller vehicles because they’re more fuel efficient and it’s easier to find parking.

But if you talk to a pickup truck owner, you’ll almost certainly hear why trucks are the best vehicle to own. Not surprisingly, full-size pickups aren’t just the top segment in most states; they also make up the largest vehicle segment currently on the road, at 15.3 percent.

In terms of top models for full-size pickups, the Ford F-150 and Chevy Silverado 1500 are the top two best-selling trucks nationwide.

Overall, Ford and GM still hold the largest market share across all makes and models. Toyota showed the greatest market share growth, going from 12.5 percent in 2016 to 13.6 percent in Q3 2017.

For more information about Experian’s most recent VIO data, watch our latest webinar.

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The pickup truck market is shifting gears, and hybrids are emerging as a driving force behind the change. As more drivers prioritize fuel efficiency while still expecting towing power, hybrid models are stepping in to redefine the segment. According to Experian’s Automotive Consumer Trends Report: Q3 2025, gas-hybrid and plug-in hybrid pickup trucks accounted for nearly one-in-five new light-duty trucks sold, coming in at 17.8% this quarter. This signals a major shift in a historically ICE-dominated category. Hybrids are likely gaining traction because they offer the best of both worlds. While their systems provide fuel efficiency by combining gas or diesel engines with electric motors to avoid range anxiety, they’re also meeting most towing and hauling requirements that accompany the traditional gas-powered trucks. Overall pickup truck market trends fueling hybrid growth When looking at the market from a broader perspective, there were 55.3 million light-duty trucks on U.S. roads in the third quarter of 2025, representing 20.10% of all vehicles in operation. Furthermore, as of Q3 2025, 34% of U.S. households with one-or-more vehicles also own a light-duty pickup truck, giving this segment a strong foothold in transportation options. The widespread presence underscores the pickup truck’s influence in the automotive industry as they set the pace for consumer expectations and steer market trends. The increased momentum for hybrid trucks can also help OEMs and dealers capitalize on growing their presence in an increasingly competitive space. It’s important for automotive professionals to consider aligning sales strategies with evolving buyer preference to elevate consumer engagement as this trend offers benefits today and even greater potential ahead. To learn more about pickup truck insights, view the full Automotive Consumer Trends Report: Q3 2025 presentation.

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