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Incentives are a big deal here, said Edmunds.com analyst Jesse Toprak. Right now, truck buyers are just trying to lessen the financial burden.
"These are mostly need-based purchases," said Toprak.
Sales of the Ford F-series are down 40 percent so far this year. (Ford is just getting ready to roll out the delayed 2009 model year version.)
Toyota's competing Tundra truck is down too, but thanks to a full redesign it's down just 20% for the first nine months compared with 2007.
The Chevrolet Silverado has also done surprisingly well - or, at least, not too badly - with sales off 22% up to the end of September. GM's "Employee Pricing" promotion clearly helped last month. Silverado sales were only off about 4% compared with September 2007.
NEXT: Downside: Large SUVs
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