The Ford F-150 was the top-selling vehicle in the U.S. since 1991, up until May 2008, when it was bumped by four Japanese sedans. The Honda Civic finished first, with 53,299. The Toyota Corolla came next with 52,826, the Toyota Camry was third with 51,291, and Honda Accord brought up fourth with 43,728. The F-150 finished with 43,000. The bump was shortlived, though, with the F-150 reclaiming the top spot for July 2008, beating out the Camry in second place by almost 2700 sales. The increase in sales for the Ford pickup were attributed to employee pricing schemes and other discount incentives that helped the F-150 overcome the sales gap.
Sales for trucks are still down compared with those of last year, showing a 30.6-percent decline for the months of May 2007 and May 2008, and a 20.6-percent decline for July, due to record high fuel prices. With Americans shifting from trucks to passenger cars, truck sales are not expected to pick up significantly, despite the schemes and incentives offered for the F-series. Ford is working on a pair of smaller trucks to help sales, with one truck based on the F-series and the other set to replace the Ford Ranger. A redesigned F-150 model is also expected to be released later this year.