TORRANCE, California: The US driver's love affair with pick-up trucks and SUVs is dead. For the first time in 26 years, the Ford Motor Company's F-Series marque was toppled in May from the head of the best-seller league, its place taken by Honda Motor's Civic saloon.

And to hammer a final nail in the coffin, Toyota Motor's Corolla and Camry saloons and Honda's Accord also outsold the F-Series, as motorists opted for more fuel-efficient vehicles in a climate of economic downturn and gasoline price hikes.

Comments Honda evp Dick Colliver: "The dramatic increase in car sales appears to be one of the most profound shifts in automotive buying patterns in more than a decade."

Ford's sales chief Jim Farley concurs: "The ones who are buying pick-up trucks now are the ones who need them."

Data sourced from Financial Times; additional content by WARC staff