The automotive pickup truck market is highly competitive, with GM, Toyota, Ford and Dodge all introducing new pickup truck models. Retaining pickup truck sales and finding new opportunities are critical for success. All manufacturers are becoming more aggressive in their strategies. Domestics are reducing fleet sales while Nissan and Toyota are increasing theirs. Non-fleet commercial sales represent an opportunity to boost GM's volume. Toyota sales are increasing their market share while other non-GM brands are not. The non-fleet commercial segment is stable and less volatile than large fleets.