In the fight between Chevrolet and Ford pickup trucks, there seems to be a new winner:
No, Ram trucks didn’t become number one with a bullet, but they did manage to become number two and outsell the Chevrolet Silverado for the first time since 1999.
It may be a surprise to you to learn this isn’t the first time that Ram (née Dodge trucks) has beaten Chevrolet. According to Automotive News, Ram sold 42,532 pickups in March, up 26 percent, while Chevrolet Silverado sales were up seven percent to 42,247 units. Ford, in contrast, sold 70,940 F-series trucks, an increase of five percent.
GM spokesman Jim Cain dismissed the bad news, telling Automotive News, “The 1980s called. They want their marketing strategy back. It’s really easy to deeply discount your truck, mine the subprime market and offer cheap lease deals to buy market share.”
This isn’t great news for General Motors, whose redesigned Silverado was named 2014 North American Truck of the Year at the Detroit Auto Show but has struggled in the market since its introduction last summer. Its sales have also been impacted by a potential transmission fluid line leak that resulted in a sales freeze towards the end of March.