Truck sales are down nationally.
Part of it has been the general economy and jobs have been crap.
And part of it is, new trucks are ungodly overpriced. Nearly every manufacturer jacked their prices to the moon during covid when supplies were limited, and thought that it would run forever.
Base Models of just a basic work truck MSRP’s are 37kish for Ford and Chevy.. get into the more commonly bough models you are looking mid to upper 40s to 50s an least and pushing close to 100k for some models... with Dodge/Ram the most ridiculous, with their BASE model starting with an MSRP of over 40k. Even the Toyota Tacoma has a lower MSRP than Dodge for their base full size truck.
For trucks most people want, you are looking at 50’s to 60s at least at MSRP, and that’s just grossly overpriced. Companies are starting to give incentives, and realize the heady days of the pandemic are over, but they are still just grossly overpriced.
Stallantis just drover Chrysler/Dodge/Jeep into the ground, thinking they could just put some spit polish on their mediocre Products and suddenly they were a Premium brand and charge premium prices.
During the COVID they couldn’t put brakes on a new gasoline powered truck because of the chip shortage, of all things. Didn’t stop Tesla from expanding production and completing their vehicles though, ironically.
They also make better markup on trucks, making sedans a tough sell. I’ve got a sedan that gets decent fuel economy now, but once it is paid off (probably early next year) I plan to get a small SUV or crossover, I can clamber in and out of those much more easily.