Endangered species: Jumbo truck haters get their wish as Toyota Tundra, Chevrolet Silverado and Ram 1500 truck sales vanish in Australia

The popularity of one the most controversial vehicles types in Australia has plummeted so far in 2025, with sales of American-style jumbo trucks like the Ford F-150, Toyota Tundra and Ram 1500 driving off a cliff.

Loved by those who buy them, but ridiculed by plenty who don't, the big trucks have been accused of being "big, dumb utes" that exploit tax loopholes by The Australia Institute, been threatened with higher parking charges, and been flagged by some MPs as candidates for higher registration fees.

And now sales are hurting. Some 640 examples of the Toyota Tundra, Chevrolet Silverado, Chevrolet Silverado HD, Ford F150, Ram 1500, Ram 2500 and Ram 3500 were sold across Australia in April, bringing the group's year-to-date tally to 3010.

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That's down 26.2 per cent on the single month result in April 2024 (867 sales), while the year to date total has fallen 13.8 per cent, from 3490 over the first four months of 2024.

But because, at this time last year, Toyota was delivering very few Tundras as part of a customer testing program, their results (up 171.4 per cent month-on-month and 99.3 per cent year to date) are actually propping up the segment's percentages. Remove the Tundra sales, and the segment for the remaining brands has actually fallen 32.7 per cent month on month, and 18.8 per cent year to date.

Interestingly, the numbers in 2025 are even smaller than in 2023 (787 month and 3043 year to date), despite there only being four models in market then, compared to the seven being sold today.

It spells hard news for all brands, with significant remanufacturing investment required to convert the models from left- to right-hand drive, but perhaps none more so than Toyota, who – after a six-year program to develop the vehicle for Australia – only put the Tundra on sale in November last year.

2025 Ram 1500

At the time, media was told production was being ramped up to five vehicles per day, or up to 110 per month and 1300 vehicles annually. Last month, just 76 found homes, pushing the year-to-date tally to 299 vehicles - an average of 74 per month, or 888 annually, should the trend continue all year.

We asked Toyota about the Tundra's slow start in February, and the brand told us "It’s very early days, but we are pleased with the response to Tundra since its official launch in the middle of November. Our forward orders are in line with our forecasts and we look forward to expanding the line up with the introduction of a new premium grade in Q2 2025."

Clearly it's not just Toyota struggling to move the big trucks at the moment. The most popular Ram, the 1500, was down 18.1 per cent for the month and 24.9 per cent year to date, the Chevrolet Silverado was done 18.3 per cent for the month (but is up six per cent for the year), the Ford F-150 is down 69.9 per cent for the month and 35.9 per cent for the year.