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Ford’s marketing department won’t let us forget that the F-series is “America’s favorite truck.” But for the first time in 43 years another vehicle model actually outsold the F-150. That’s another North American classic: the Ontario/Kentucky-built Toyota RAV4 took the F-150’s crown in 2024.

The King is dead! Long live the King!

A 2024 Ford F-150 parked in gravel
2024 Ford F-150 | Ford

Ford supports its “America’s favorite truck” claim by only publishing sales data for its entire “F-Series” lineup. This includes every full-size pickup truck, from V6-powered, short-bed F-150s to chassis-cab Super Duty trucks destined to become small busses.

That’s like if BMW lumped together everything from its 1 Series to 7 Series limousine sedans, published sales data for “BMW cars” and bragged it was outselling the Mustang. Even the biased writers at “Ford Authority” admit the numbers are slanted. It labeled the F-Series a “duo–consisting of the Ford F-150 and Ford Super Duty.”

Ford Authority poked around and found JATO Dynamics publishes separate sales data for the F-150 and Super Duty. The F-150 is no slouch: It has been the USA’s best-selling truck for 48 years. It has also been the USA’s best-selling vehicle for 43 years. But its reign finally came to an end.

In 2024, Ford sold 460,915 F-150s. Meanwhile, Toyota is up to 475,193 RAV4 sales–just beating out the F-150. But don’t worry Ford fans, the F-150 is still the best selling truck model by a mile.

The Toyota RAV4 is a North American classic, and outsold the F-150

2025 Toyota RAV4 | Toyota

Ford also loves to remind us that it assembles all its full-size trucks in the USA. And with both Ram and GM moving some full-size truck assembly south of the border, this is worth bragging about. But Japanese automakers have also been investing in factories in the USA, and across North America.

Toyota builds its hybrid RAV4 in Georgetown, Kentucky. The hybrid version is assembled alongside the Camry at Toyota’s largest factory in the world. Meanwhile, regular powertrain RAV4s hail from Canada. They are assembled at Canada’s Woodstock plant, which is between Detroit and Toronto.

So there you have it: after four decades of dominance the Ford F-150 is no longer the USA’s favorite vehicle–losing out to the RAV4. But Ford fans can still safely call it America’s favorite truck.

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Staff Writer

Henry Cesari

Henry Cesari is a MotorBiscuit Staff Writer who brings his deep interest in vintage cars, trucks, and motorcycles to the site. Having restored his first classic car at just 16 years old, Henry has wrenched on everything from overland campers to Japanese motorcycles and even pre-war Bugattis. Henry is also an avid attendee at local car shows and genuinely enjoys connecting with fellow auto enthusiasts. Henry earned a Bachelor’s in Anthropology and English from the University of Vermont. While Henry is interested in vintage cars, he believes the golden age of cars is yet to come. He is confident journalists will play an important role in this revolution by exposing the industry as it is now and envisioning its possible future.