GM’s Barra: Truck Buyers Aren’t Fleeing to Smaller Rides Despite Economic Jitters

For automakers, predicting what buyers will do next has become nearly impossible. Over the last two years, the White House flipped from pushing electric vehicles to embracing gas guzzlers, fuel prices swing with every Middle East headline, tariffs keep raising costs, and consumer confidence is shaky at best.

So when General Motors reported its second-quarter earnings this week, analysts wanted to know: Are budget-conscious shoppers finally ditching big pickups and SUVs for smaller crossovers? CEO Mary Barra’s answer was blunt. “It’s just not happening,” she said.

Barra told analysts that GM is selling every big vehicle it can build, and she doesn’t expect a sudden shift unless something disrupts the market for a long stretch. But the sales numbers tell a more complicated story. Through the first half of 2026, GM’s big trucks and SUVs are mostly down year over year.

7%. 6%. 9%.

Barra didn’t directly answer whether a shift to smaller vehicles might show up in 2027, saying only that GM will follow consumer demand and is well positioned on affordability. Meanwhile, GM is gearing up to launch redesigned versions of its top-selling Sierra and Silverado pickups this December.

CFO Paul Jacobson cautioned that the new trucks won’t boost profits right away. “It’s going to take a little bit of time,” he said, calling the payoff more of a 2027 and beyond story. For now, GM’s cash cows are still grazing, but the pasture isn’t as lush as it used to be.