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Coronavirus shakes up America's truck market: GM outselling Ford and Ram

FCA, Ford and General Motors joined the rest of the U.S. auto industry in taking heavy volume hits due to coronavirus-related shortages of both cars and customers. The saying goes that a rising tide lifts all boats; it stands to reason, then, that a falling one would have the opposite effect.  However, as we learned Thursday, the automotive market can behave in unpredictable ways. While the F-Series remained the best-selling nameplate in Q1, GM's full-size trucks are now outselling Ford's again for the first time in years, and with this upward thrust from the General, FCA's Ram was unceremoniously booted out of a hard-earned second place.  While late-March sales declines hit just about every major automaker in one way or another, the model-by-model results weren't nearly so uniform. And because the market tends to be a zero-sum game, for every winner, there generally has to be a loser.  In this case, that winner was GM, and its rise had to come at the expense of another automaker, in this case, Ford. F-Series sales dropped 13.1 percent in the first quarter of 2020, while sales of GM's full-sized Silverado and Sierra surged nearly 28% in the same period. FCA's Ram lineup managed a steady-as-she-goes 7% increase. All-in, GM finished the quarter with 197,743 full-size trucks sold to Ford's 186,562. Here's the full breakdown: Ford F-Series: 186,562  Chevrolet Silverado*: 144,734 Ram P/U: 128,805 GMC Sierra: 53,009 *includes 1,036 Medium Duty sales Things are a but murkier in the midsize segment, where the Chevy Colorado slipped 36% to just 21,430 units sold — just a few hundred better than the slow-selling Ford Ranger's Q1 numbers. The GMC Canyon experienced an almost identical slide, finishing the quarter with just 4,483 units sold. For perspective, Jeep sold more than 15,000 Gladiators and Toyota's midsize Tacoma slipped less than 8%, finishing the quarter with nearly 54,000 sales.  We suspect this discrepancy in full- and mid-size truck sales comes from shifting incentives. Ford, GM and FCA would like to keep selling bigger trucks because there's far more profit margin built into their list prices. Even with tens of thousands of dollars in manufacturer money on the hood, big trucks still make money.  Since these automakers report quarterly, we won't get another good look at these numbers until July, but if you thought that 2019 represented the new normal for U.S. auto sales, well, think again.

2019 Ram 1500: FCA design boss discusses truck's 'well-dressed' new look

The Ram pickup may be FCA's linchpin vehicle. It is the brand's bestseller in America, by far. In 2017, more than 500,000 of these full-size trucks rumbled off of dealers' lots, outselling FCA's second-bestseller, the Jeep Grand Cherokee by a 2-to-1 ratio. Even in an American automotive market in which sales were down by nearly 2 percent, even in the last model year of production for the truck's current generation, sales were up by more than 11,000 units over 2016. "The Ram pickup is exceptionally important. Especially since the last one was so popular," says FCA Design Head Ralph Gilles. "We're in the middle of a truck war. And the public wins." No small part of the Ram's success has been derived from its sneering appearance, its more carlike ride, and its potent Hemi engines. Sales have nearly tripled in this generation, and many of those sales are poached from competitors at Ford and GM. So, when unveiling an all-new Ram pickup, many considerations have to be weighed. It has to fit in with the heritage of the vehicle, it has to offer significant advances, and it has to capitalize on its slight underdog status in comparison with the bigger players from Ford and General Motors, whose pickups sell over 800,000 units a year. "The Ram was designed as an honest truck," says Gilles. "But with our Longhorn and Limited, we are staring to look at how far we can push the luxury end of things. And with Rebel, we are looking at how far we can push in a sporty direction. So it's kind of a dual personality thing." Gilles says that the distinctive, unique selling proposition of the Ram is based in no small part on its looks. "I think we are the most well-dressed," he says. "The truck is sleek and smart looking, and will age well." Safety features are also key, especially when creating a smoothly holistic appearance, like the new Ram has. "We want to integrate all the safety features consumers want without making the truck look like it has the measles," Gilles says. Although the automotive market overall was down in 2017, pickup truck sales were up by nearly 5 percent over 2016, a rather stunning increase. But one that is reflective of contemporary tastes. Nearly two-thirds of all vehicle purchases in America last year were light trucks (this includes pickups, SUVs, crossovers, and vans.) In an era of intense technological change, this seems somehow retrogressive.

2019 Ram 1500 Tradesman Drivers' Notes Review | Basically great

The 2019 Ram 1500 is the first major redesign for FCA's best-selling model since 2009. The outgoing truck was a favorite among the Autoblog staff, and this new model only looks to be a wholesale improvement. This Ram 1500 Tradesman may be the entry-level model, but it gives us a good baseline for the rest of the range. Our truck was a crew-cab four-wheel drive variant. Options include the $795 sport appearance package, $545 trailer towing package, $450 for a spray-in bedliner and of course $1,195 destination charge. All-in, our tester rang up at $45,195. Editor-in-Chief Greg Migliore: This was my first taste of the 2019 Ram, and FCA's truck guys did a solid job with the redesign. It's comfortable, powerful and has gutsy styling. Critically, I think the interior is best-in-segment. Regardless of trim or spec, the Ram offers an intuitive layout with nice materials and a pleasing, functional design. All of this comes through in the Tradesman, which is Ram's go-to-work truck. You get the basics and the grunt, without the frills. Our tester still comes in at $45,195 thanks to a slew of options like the Hemi V8, rear power sliding window, satellite radio, sport appearance pack and trailer tow fittings. Plus, this one is a crew cab with four-wheel drive, which starts at a higher price point than a smaller, V6-powered Tradesmen. So it's not totally no-frills, but this work truck did give me a good taste of the new Ram in a clear, distilled manner. I like it. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Senior Editor, Green, John Beltz Snyder: After getting out of the Ford F-150 and into the Ram 1500 Tradesman, I noticed a few things right away. I was especially taken by the thought put into the organization of the Ram's interior. There's a lot of useful space for storage throughout, including a clever cubby in front of the passenger seat. The center front seat folds down to serve as a console with cup holders, or folds up to create a true bench seat. Slide on over, baby. Driving it, this is definitely more truck-like than the F-150 I had just been in. It's noisier, bouncier, and generally less comfortable. It feels like the real deal, though, and if you're driving a truck because you like trucks, this definitely scratches that truck itch better than the Ford. Associate Editor Reese Counts: I love this truck. The Ram 1500 has long been my favorite full-size pickup.