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The truck market, which has traditionally been a cornerstone for automotive manufacturers, is on the brink of collapse, with major players like Ford, GM, and Toyota reporting troubling sales figures. Despite a slight uptick in fourth-quarter sales for 2024, the reality underscores a precarious balance that could tip into a full-blown market crash.
Manufacturers have relied heavily on incentives to push truck sales, leading to inflated prices and a growing disconnect from what consumers are willing to pay. For instance, the Ford F-150 is now fetching prices upwards of $76,000, while premium trims easily breach the $100,000 mark. With consumers increasingly reluctant to spend such hefty amounts, the market is showing signs of strain.