The pandemic meant that automakers couldn’t produce a lot of vehicles, so they turned to high-margin models, which for American manufacturers meant full-size SUVs
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While Americans have always had a reputation for loving big SUVs, that has never been truer than it is now. As compared to a decade ago, full-size SUV sales have grown significantly, thanks in part to the pandemic.
In the first half of 2013, full-size SUVs accounted for just 1.9 percent of auto sales. In the first six months of 2023, they accounted for 3.5 percent of the market. The figures are even impressive when compared to the same period in 2019, when they made up just 2.6 percent of sales.
Data from S&P Global Mobility suggests that growth in the segment is coming from both mass market vehicles, like the Chevrolet Suburban, and luxury vehicles, like the G-Class.
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However, as you would expect, the real gainers are the mass market SUVs. For example, sales of the Ford Expedition are up 43.8 percent in the first half of 2023, as compared to the same period in 2022. Similarly, sales of the Suburban are up 31.4 percent, and for the volume leader, the Tahoe, they’re up by 4.5 percent.
Not every mass market full-size SUV is as successful, though. The Jeep Wagoneer and Grand Wagoneer have struggled, in particular. Deliveries of the former are down 33.1 percent, while sales of the latter have fallen 38.7 percent. Although the two SUVs are sold by a mass market brand, Jeep, they straddle the line with the luxury segment, which has grown more slowly. Whereas mainstream SUVs went from controlling 1.2 to 2.3 percent of the market between 2019 and 2023, higher-end SUVs grew less, going from accounting for 0.7 to 1.2 percent of the market.
As for why full-size SUVs have gained such popularity, and why luxury ones grew slower, the pandemic offers a compelling answer. During the initial stages of the global emergency, automakers turned to higher margin vehicles because volumes were low. For Detroit’s big three, that was their SUVs and pickups. On the other hand, luxury automakers had a wider variety of high-margin vehicles to turn to.
Whether big SUVs can maintain their growth remains to be seen. If the Mercedes EQS’ rising sales is an indication, Americans’ appetite for big SUVs can translate to electric vehicles, more and more of which are expected to hit the market in the coming years.
