When GM launched the T1-based generation for the Chevy Silverado 1500 in conjunction with the 2019 model year, Chevy subsequently lost the number-two spot on the full-size pickup truck sales list. After holding the position for decades, the Silverado ceded the spot to Ram, the latter of which also offered a new truck for the 2019 model year. What followed was a flurry of criticism from industry onlookers, but now, it sounds as though those very same critics are giving us nothing but crickets.
Let’s start by revisiting exactly what happened. Following the debut of the fourth-generation Chevy Silverado 1500 for the 2019 model year, the Silvy began to lose ground to Ram with regard to raw sales volume, and by 2021, Ram had outsold the Silverado by just under 40,000 units.
Full-Size Pickup Truck Sales - 2021 - USA
| MODEL | YTD 21 / YTD 20 | YTD 21 | YTD 20 | YTD 21 SHARE | YTD 20 SHARE |
|---|---|---|---|---|---|
| FORD F-SERIES | -7.80% | 726,004 | 787,422 | 33% | 34% |
| RAM RAM PICKUP | +1.01% | 569,388 | 563,676 | 26% | 24% |
| CHEVROLET SILVERADO | -10.83% | 529,765 | 594,094 | 24% | 25% |
| GMC SIERRA | -1.62% | 248,924 | 253,016 | 11% | 11% |
| TOYOTA TUNDRA | -24.95% | 81,959 | 109,203 | 4% | 5% |
| NISSAN TITAN | +3.66% | 27,406 | 26,439 | 1% | 1% |
| TOTAL | -6.44% | 2,183,446 | 2,333,850 |
However, fast forward to 2023, and the Chevy Silverado outsold Ram – by a whopping 110,220 units.
Full-Size Pickup Truck Sales - 2023 - USA
| MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
|---|---|---|---|---|---|
| FORD F-SERIES | +13.83% | 726,624 | 638,340 | 34% | 32% |
| CHEVROLET SILVERADO | +6.10% | 555,148 | 523,249 | 26% | 26% |
| RAM RAM PICKUP | -5.00% | 444,926 | 468,344 | 21% | 24% |
| GMC SIERRA | +22.45% | 295,737 | 241,522 | 14% | 12% |
| TOYOTA TUNDRA | +20.09% | 125,185 | 104,246 | 6% | 5% |
| NISSAN TITAN | +27.39% | 19,189 | 15,063 | 1% | 1% |
| TOTAL | +8.84% | 2,166,809 | 1,990,764 |
Which begs the question – how did this all happen?
In reality, it all comes down to business strategy. For starters, Ram was producing both the new Ram pickup and the the old Ram pickup (dubbed the Ram Classic) simultaneously, with the latter offered at midsize prices. As a result, Ram 1500 sales were significantly inflated. This was compounded by a variety of incentives for the new Ram 1500.
Concurrently, there were purposeful elements in GM’s launch strategy that actually stifled sales volume for the new Silverado, at least at first. For example, GM hesitated to offer much in terms of incentives for the new-generation Silverado, even months after launch, while production was focused primarily on high-end trim levels. What’s more, GM initially concentrated on retail sales, rather than fleet and commercial sales, the latter of which drive up volume at the expense of margin.
This strategy enabled GM to quickly recoup its investment in the next-gen Silverado, all without over-producing – a smart move, to say the least.
Regardless, panic set in among industry onlookers, with critics pointing to the rise in Ram’s sales volume as evidence of some sort of misstep at GM. Comments like “GM messed up with the new Silverado” and “GM needs to hire Ram designers” or “Ram has a better interior” became somewhat commonplace. GM’s decision to use the interior of the outgoing, K2-generation trucks in the new, T1 Silverado certainly didn’t help.
But now, in 2024, it seems as though the critics have fallen silent, seemingly forgetting all about the supposed missteps at GM in light of the sales success of the fourth-gen Silverado. Indeed, combining sales for the Silverado and its mechanically identical stablemate, the GMC Sierra, GM even outsells the perennial best-seller at Ford.
“Where are all those people now who said Ram had the better truck, that Chevy messed it up?” asks GM Authority Executive Editor Alex Luft on the Chevy Society Podcast. “Probably bought themselves a Silverado… or still driving those Ram Classics.”
All this much more is outlined in the fifth episode of the Chevy Society podcast, so hit play on the video below to hear it all:
Comments
Yeah, BUT. If Stellantis ever wakes up and decides to save itself, it might slash RAM prices way below Chevy and Ford and then…
How do you “save yourself” by losing even more money than you currently do? Glad you are not in charge of any company that is supposed to make a profit. The old “lose money on every sale and make it up in volume” trick?
I guess Stellantis could do what they’ve all been doing to prop up EVs = steal more taxpayer money from western governments.
Agreed. Drop prices by $15k to $20k and watch pickup trucks sell very well again.
My fully loaded 2018 SLT Sierra with 6.2L and 8 speed was $45k out the door. That same truck is $67k+ now. Plain stupid to pay that for a truck that depreciates.
RAM TRX, Charger, and Challenger owner here. A LOT of us are done with Stellantis and their wimpy CEO for killing off the V8s. Done with them. They spent decades building up a fan/customer base and just threw us away. This gets mentioned often in forums and at car meets.
Pretty need the HD-gasser now to get the V8
Sorry the GubMent is responsible for the loss of V8’s. Gas prices, interest rates, and “regulations” killed the Challenger/300/Charger. Hopefully DJT will eliminate CAFE and ensure uniform regs nationwide. IE: California no longer sets its own stds which force automakers to adjust all markets for that one. That said, CTavares has a huge job with a bloated global portfolio. Not defending him, its just nearly and impossible job. And the UAW contract jacked up their costs massively…
maybe with a new GubMent coming soon, the V8 can make a comeback. Make V8’s great again
For all of GM’s blunders, they are really good at recouping development costs quickly and strategically. Alex, help me out here: I distinctly remember GM focused on heavily optioned Escalades for then-new 2007 3rd gen and doing so allowed GM to recoup factory tooling and other dev costs in the first 3 MONTHS of Escalade sales. Back to Silvy/RAM, wouldn’t touch a RAM with death of Hemi V8 and Stellantis in flux. Used Silvy HC all day long.
The interior finishes, seats, and suspension on the latest model Ram seem pretty impressive, as well as options for the price point. They also have a lot more model/color options. A friend of mine just made the switch from a newer AT4. I’ll be curious to see if his excitement of something new wears off. I am loyal and am by no means planning to switch sides, but there are a few items they’re doing very well and I hope GM takes note in their next refresh.
At this point, I expect the Silverado LTZ to be renamed the Silverado Premier…..in the future.
Personally, I tire of all the name changes throughout the industry. Besides, these top end packages, don’t offer actual value for what you get, but add overwhelmingly to the price of the vehicle. Also, why so many wheel options, let alone the fact that most are black anymore.
Good job glossing over the initial GM truck release in 2019 with the warmed over previous generation interior. That coincided directly with Ram releasing an arguably best in class interior at the same time.
GM corrected the interior criticism and of course this appeased the critics.
ARE you purchasing trucks for needs or wants ?
I think GM has done a excellent job when it comes to improving the interior and exterior of the Silverado. Interior layout wise, the Silverado is much cleaner looking imo. Only negitive to me is the shifter being in the console instead of on the steering column. The interion may not be as fancy as the ram interior but they are steadly gaining ground. Just keep in mind that luxury interior cost more money so for those that have been criticizing GM for lackluster interior, don’t complain about the increase in total cost! Exterior wise, the Silverado 1500 has the cleanest, smoothest body lines of the 3 imo. As for engine options, GM has the advanage over Ram and Ford by offering the 3.0 Duramax diesel option. This is a awesome setup for those doing alot of towing and use the truck as a work truck. Can’t beat the Duramax fuel efficiency and its also not to shabby when it comes to performance either. I think GM is on a roll and I can’t wait to see the next generation Silverado.
No mention of the elephant on the page! 35,000 less full size sales in 2023 v 2021- My friend sells used semis he is repoing trucks for the first time since 2008- hang on folks it’s going to get bumpy!
I’m still reeling from owning my 2014 Silverado LTZ that had oil burn issues due to the Active fuel management and poorly designed piston rings. I like the new Silverado but I’d avoid it because I’m still angry with GM over this.
That year was not good. I think you may have a lemon. If you see 600k plus per year, of course between 10k and 30k units can have issues with AFM/DFM /bearing issues….
I commute 60 miles per day near a manor metro area so I see a lot of trucks. GM’s out number Fords and Chryslers/Rams around here. The new GM’s are selling very well.
Major not manor. Where’s the edit button?
I have always bought chevy on even years my first 1978 c-10 ordered it next bought a 1984 conversion chevy van and in 2002 i bought a silverado 2500hd and not because i need but because i like the 2024s and the 2025 so i have ordered a 3500hd silverado ltz with the texas edition option a 2025 i hope the odd year will be just as gratifying only time will tell i don’t believe i will be around for another twenty years but i intend to enjoy my way out !!!
Besides the continued overall expansion of the truck market, both gm and Ford owe a huge debt of gratitude to Carlos Tavares for being so completely inept. He’s like the gift that keeps on giving…to their competitors.
I’m in the market for a used truck. The resale value of the Chevys is way higher than a comparable ford and ram. Apples to apples….the Chevy holds its value way better. That must make your realize, that the Chevy trucks…despite some people’s lack of love for the interior, is still a better made truck than ford and ram. That is the purpose of measuring resale value.
I agree with you 100 percent. Out of the domestics, they retain value pretty well-one look at used Tahoes/Yukons can show this…The good thing is that they are not Toyota level expensive nor downright cheap….Best balance and many configurations give you a great value for money. Repairpal rates Chevrolet/GMC as having a reasonable cost of repair in terms of the domestics…
What was also not mentioned when it came to sales comparison between the RAM and Silverado is gm thought that they could introduce a new truck with outdated interiors and potential buyers were not having it. Which in turn, gave RAM the upper hand and caused gm to go back to the drawing board.