What can you expect when the Honda Accord and Toyota Camry continue to be bestsellers? People who buy those cars feel more confident that their car will treat them better than a Ford will.
By building trucks the way they do, they build vehicles that Honda and Toyota don't match.
Honda and especially Toyota build trucks too. Not F150 levels but they are taking up some significant market space. So even if Toyota only sells 300,000 Tundra/Tacomas, while Ford sells 800K, that is 300K in sales not surrendered into another company's sale report.
Rethink that... small/mid SUV sales (EDIT, I Cropped it down to monthly sales):
Nissan Rogue 36,184
Toyota RAV4 26,655
Chevy Equinox 26,405
Honda CR-V 24,326
Ford Escape 18,947
Jeep Cherokee 14,621
Mazda CX-5 13,463
Subie Forester 10,848
Jeep Compass 10,192
VW Tiguan 8,370
Mid-Sized
Ford Explorer 28,566
Jeep G. Cher. 23,622
Toyota Highl. 21,041
Jeep Wrangler 13,700
Subaru Outback 18,248
Ford Edge 13,660
Hyundai S. Fe 13,146
Toyota 4Runner 11,954
Honda Pilot 18,602
Chevy Traverse 12,313
You see, non-Ford companies are keeping pace with Ford in everything but the F-150 market. Heck, even Subaru is within 60K units of the Explorer.