Why RAV4 and CR-V Have An Advantage Over F-150 Going Forward
A recent article in Forbes highlighted a key inflection point in the automotive industry, with the Toyota RAV4 overtaking the Ford F-150 as the highest selling vehicle in 2024 and interrupting an almost-unbroken string of model leadership spanning four decades. Additionally, the Honda CR-V is also encroaching on the F-150’s position, leaving it vulnerable to slide even further in the rankings.
While it is relevant and interesting to look at these recent sales shifts historically, it is even more so to understand the market dynamics that are currently playing out and the potential for longer lasting transitions that appear likely. Cloud Theory’s Horizon insights platform, which comprehensively organizes and visualizes the current supply and demand picture across the United States in real-time, indicates how the RAV4 and CR-V have the upper hand in this fight going forward.
Source: Cloud Theory 2025
A comparison of key metrics reveals why this is the case. While vehicle movement between the three models is relatively similar in the last 30 days, F-150—while retaking the top spot—is reliant upon an inventory pool that is three times bigger to get there. As a result, the turn rates for the two SUVs are substantially higher and the days to move inventory are significantly lower than for the F-150. Additionally, the market adjustment—which measures discounts and incentives that are visible on dealer vehicle detail pages—is much deeper for F-150 (in fact, for RAV4, listed prices are $894 above MSRP). These findings indicate that there is room to build on RAV4 and CR-V’s already high efficiency by being more aggressive with discounted prices as inventories become more plentiful.
This is particularly the case with RAV4, which has been in a compromised inventory position for more than a year due to production delays. In the past 90 days, average inventories for that model are running behind last year’s levels by 30%. Once these current issues are resolved and as more inventory pours into the market, there is plenty of room for RAV4 to build on its already strong sales foundation.
Not all is lost for the F-150, however. That vehicle didn’t lead the market for forty years by accident, and its 14% YoY growth in vehicle movement over the past 90 days is an indication that Ford will not take this challenge lying down. Since January 1, F-150 has reasserted its model leadership, albeit by a slim margin. And even though its inventory position grew by 19% over that timeframe, its days-to-move fell by 5.
But one thing is certain--the era of full-size truck sales dominance is over and being replaced by a more competitive situation as mid-size SUVs assert their place in the market. And as inventories recover for leading models, the challenge coming from this segment will only grow as time goes on.
