For years, it seemed like America’s obsession with giant trucks and SUVs would never end. The bigger they got, the more we loved them—price tags and gas mileage be damned. Even with rising concerns about safety and pollution, buyers kept lining up. But maybe, just maybe, that non-stop love affair is finally cooling off.
According to a new analysis from the Dave Cantin Group, we might be standing on the edge of what they’re calling “Peak Truck.” Yeah, full-size pickups aren’t exactly falling off a cliff, but there’s a shift happening—and it has everything to do with money.
Big Truck, Big Payments, Bigger Problems
So what’s driving this change? In short: affordability. Brian Gordon, president of the Dave Cantin Group, explained in a recent Autoline interview that Americans aren’t ditching their trucks just yet. But the rising cost of ownership is starting to hit home.
“We’re seeing sentiment shift,” Gordon said. “It’s not about going back to sedans because we suddenly love them again—it’s about what people can realistically afford right now.”
With car payments climbing, especially for big-ticket trucks and SUVs, more buyers are thinking twice before signing that loan paperwork.
Midsize Trucks and Sedans Making a Comeback
While full-size trucks like the Ford F-150 and Chevy Silverado are still selling decently (except for the Ram 1500), something interesting is happening in the midsize truck world. Sales are spiking like crazy.
Just look at the numbers from Q1:
- Toyota Tacoma: Up 177%
- Chevy Colorado: Up 73%
- Ford Ranger: Up a ridiculous 677% (though that’s partly due to production hiccups last year)
People are clearly leaning toward smaller, more affordable trucks. They still want utility—but maybe not with a $75K price tag and a 7-year loan.
And guess what else is seeing a surprising rise? Sedans. Remember those? After years of getting sidelined in favor of crossovers, sedans are quietly sneaking back into driveways. Nissan is moving more Altimas and Sentras, and Hyundai, Kia, and even Toyota are seeing decent bumps in sales of their Sonata, Forte, and Prius models. Sure, the Camry might be an exception, but overall, small cars are back in the conversation.
Tariffs and Turmoil Don’t Help
Of course, it’s not just the price tag of the vehicle itself. Tariffs are still creating chaos in the auto industry, and even though Trump backed off on doubling some of them, the damage is done. Car prices are getting pushed up because of how deeply the global supply chain is woven into vehicle production.
And let’s be real: no one knows what economic curveball is coming next. Rising costs, inflation, and the very real fear of a recession are making people extra cautious with big financial decisions—especially ones that require monthly payments.
The Future Is Fuzzy, but Pragmatism Is In
Nobody’s saying the truck era is over. But what used to be a guaranteed bet—America’s endless appetite for trucks—might finally be leveling out.
“Peak Truck is a trend worth watching,” Gordon emphasized. “Because if economic conditions stay rough or uncertain, consumers will keep getting more practical in the kinds of vehicles they’re willing to consider.”
And that might just mean fewer towering trucks with $900 monthly payments and more down-to-earth rides that don’t break the bank.