New ATD report details first-quarter new truck sales losses

As many expected, commercial truck sales slipped in the first quarter of 2025, falling by 6.5% in the medium- and heavy-duty markets compared to the same period last year, the American Truck Dealers (ATD) reported Wednesday in its most recent Truck Beat.

For the quarter, sales totaled 105,640 units, with medium-duty truck sales totaling 55,013 units and heavy-duty truck sales totaling 50,627 units. Those totals represent year-over-year declines of 3.8% and 9.4% respectively.

The fall in sales mirrors the drop currently seen in orders, which for a variety of reasons have been falling steadily throughout the new year. 

NADA/ATD Chief Economist Patrick Manzi writes trade policy uncertainty and a cooling economic outlook are likely responsible for the falling numbers across the new truck space. High levels of uncertainty stemming from daily changes in trade policies are making it challenging for trucking fleets to make investment decisions for new equipment.

[RELATED: Order boards open for fifth-generation Cascadia]

ATD also states the 25% tariffs on imported steel and aluminum as well as tariffs on imports from the U.S. and Canada will impact new truck pricing and sales. And while there are currently no tariffs on USMCA-compliant vehicles from Canada and Mexico, ATD is certain there will be impacts to commercial truck pricing from the tariffs on parts. As with light vehicles, components for commercial trucks can cross the Canadian and Mexican borders several times before a final vehicle is delivered to the U.S. 

Yet Manzi also notes even before the tariffs, commercial truck demand was weakening. "Given the uncertainty of the current sales environment and the longer the tariffs remain in place, sales forecasts are likely to be reduced further," he writes. 

[RELATED: Mack releases new on-highway flagship tractor]

On a market basis, International was the biggest winner in the Class 8 space in the first quarter, with its market share rising by 1.1% to 11.6% overall. Mack and Western Star also saw their sales rise in the first quarter. In the Class 4-7 segment, Ford remained well ahead of its competitors with 33.7% market share, up 3.0% year to date. Freightliner and International also improved their market share in the second and third positions, while most of the market's other OEMs saw their sales trend down.