Outside the Middle East, the world's biggest consumer of pickup trucks is undoubtedly the U.S. For decades, the Ford F-150 has been the best-selling model in the country, with virtually no serious competition threatening its dominance.
However, according to data from analytics firm JATO Dynamics, the best-selling vehicle in the U.S. in 2024 was not the F-150 but Toyota's RAV4—a surprising shift in the rankings.
This result may come as a surprise to many, given the common perception that Americans prefer large-displacement, full-size vehicles. How did a compact C-SUV manage to claim the top spot?
In 2024, total U.S. vehicle sales reached 16.09 million units, marking a 3% increase from the previous year. Toyota’s RAV4 led the market with 475,193 units sold, a 9% year-over-year increase. This made 2024 the model’s best sales year ever and cemented its position as the best-selling vehicle in the U.S.
Since 2017, the Toyota RAV4 has consistently sold around 400,000 units annually, demonstrating its strong appeal among American buyers. Despite being a C-segment SUV, Toyota's reputation for reliability and durability has played a significant role in its success. Given this track record, the RAV4's rise to the top is not entirely unexpected.
Meanwhile, the Ford F-150 recorded 460,915 units sold in 2024—a 5% decline from the previous year—making it the second best-selling vehicle in the country.
It’s important to note that the sales figures provided by JATO Dynamics account only for the F-150, whereas Ford typically reports total F-Series sales, including models such as the F-250, F-350, and F-450. When considering the entire F-Series lineup, Ford sold 765,649 units in 2024, meaning it technically remains the best-selling vehicle series in the U.S. However, comparing an entire truck lineup to individual models from other brands creates an uneven playing field.s.
Rounding out the top five:
3rd place: Honda CR-V – 402,791 units
4th place: Tesla Model Y – 372,613 units
5th place: Chevrolet Silverado – 344,022 units
Tesla remains the only battery-electric vehicle (BEV) brand on the 2024 best-sellers list, with only the Model Y making the cut. This highlights the continued dominance of internal combustion engine (ICE) vehicles in the U.S. market, in contrast to China's growing BEV adoption.
As for the F-150's decline in rankings, it could be attributed to the model's aging lifecycle—it has been more than six years since its current generation launched in 2018. An update is long overdue.
So far, Ford has not provided concrete details about the next-generation F-150. Meanwhile, Toyota is set to introduce a new-generation RAV4 in 2025, with prototype testing already spotted by overseas media. Will the new RAV4 maintain its top position, or will the F-150 reclaim the throne? That will depend on Ford’s next move.
Adrian is an Editor. Psychology graduate with over 4 years in the automotive industry, 3 in front of the camera. Occasionally seen at his family owned tyre shop. He will only buy cars that pass the big bottle test.
