A concern is emerging about the future softening of full-size pickup resale values, based on a potential supply-and-demand imbalance in the segment that may parallel the soft full-size SUV resale market.
The used-vehicle market in the 2002-2003 calendar years was among the most difficult markets in recent memory. As we enter 2004, the near-term concern is the volume of new-vehicle incentives that auto manufacturers are offering to stimulate the retail sales of their 2004 models. Historically, retail incentives have exerted downward pressure on used-vehicle prices.
However, a new and embryonic concern is emerging about a future softening of resale values for full-size pickups. Currently, and throughout the 1990s, resale values for full-size pickups have been extremely strong. The concern is that the supply-and-demand imbalance we are seeing today with SUVs in the wholesale market may be repeated in upcoming years in the full-size pickup market.
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Although the lease guide books have lowered forecasts for pickup truck residuals, along with all other vehicle segments, the question by some is whether pickup residuals were lowered enough. Will we see a softening in the used-pickup truck market? Might pickups be headed down the same path as full-size sport/utility vehicles? There are arguments to support this contention if you look at the dynamics of today’s pickup truck market and how it parallels the SUV market.
According to Raj Sundaram, president of Automotive Lease Guide (ALG), pickups continue to be in strong demand in the wholesale market. But there is a concern that future residual values for pickups may follow the same course as the resale values of full-size SUVs. As the full-size SUV category proliferated with new models, they saturated the wholesale market, causing supply to exceed dealer and consumer demand. These types of imbalances in the wholesale market have a way of correcting themselves with downward price adjustments. As a result, resale values plummeted for full-size SUVs.
“While it is not an exact comparison, our concern is that there are some parallels between full-size SUVs and what’s happening today with full-size pickups. For example, in 2004, Ford wants to increase the sales volume for its new F-Series, Nissan wants to sell 100,000 units of its all-new Titan full-size pickup, while Toyota wants to sell an additional 30,000 units of its extra cab Tundra pickup. Between just these three manufacturers, they want to sell an additional 200,000 units in the full-size pickup market, which is more than 9 percent of the entire segment’s current volume,” said Sundaram. “The interesting question is where will this volume come from? No industry analyst is forecasting a huge increase in sales volume in 2004. It could be argued that the full-size pickup segment will grow at the expense of the compact pickup segment. Although that may occur, based on the past experience with SUVs, ALG has taken proactive actions and lowered future residuals for full-size pickups. Our concern is that it might be tough for the market to swallow a 200,000-unit increase,” said Sundaram.
Blocking and Tackling
The best way to cope with these difficult market conditions is a need to stick to the basics — the “blocking and tackling” of remarketing, best expressed by veteran remarketer Denny Eisenbrey, national remarketing manager for Household Automotive Finance Corp. “The most efficient and successful remarketing programs ensure that a portfolio performs at the top of a given market, regardless of upturn or downslide. The basics are what make it happen — know your portfolio intimately, know your buyers, and bring them together at your respective auction venues,” said Eisenbrey. This is sound advice to anyone who remarkets vehicles. If you focus on the basics, regardless of market conditions, your portfolio will perform at the top of the market.
The 2026 Conference of Automotive Remarketing convened with a mandate to involve a new constituency — fleet managers — and an updated mission to demonstrate unrealized value in de-fleeted vehicles.
From a Wall Street analyst's take on remarketing's key players to whether fleets need their own version of Carfax, CAR 2026's afternoon roundtables will answer key operational and industry questions.
A panel at the 2026 Conference of Automotive Remarketing will examine how resale value is created across the vehicle lifecycle and which traditional remarketing practices still deliver ROI.
Smart operational and spec'ing decisions can dramatically improve both the total cost of ownership during use and the resale value when it's time to remarket day cabs.
