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Deep discounts — $12K, $13K, $16K — are fueling a pickup price war

Heavy discounts of up to $16,000 per vehicle are fueling a "truck war" among full-size pickups sold in the United States by the Detroit Three, a Reuters analysis shows. Strong U.S. sales this year of the highly profitable big trucks have helped offset lagging passenger car sales. But it is not clear how much of the truck demand is linked directly to ample factory incentives and dealer discounts, or how far sales might decline without those subsidies. A Reuters survey of Ford, General Motors Co's Chevrolet and Fiat Chrysler Automobiles's Ram truck dealers across the United States indicates stores are offering deep discounts the country's bestselling full-size pickup trucks. "The walls are not crashing down on full-size trucks," said Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions in Chester Springs, Pennsylvania. Detroit-based automakers want to keep cranking out their high-margin trucks, he added, and "giving up a little of the profit is the cheapest way to do it." Stores are offering discounts of up to $12,000 on the 2018 Ford F-150, which remains the best-selling vehicle in the country, recording more than 80,000 sales in May. Discounts run up to $13,000 on the 2018 Chevrolet Silverado and as high as $16,000 on the Ram 1500. Average transaction prices for full-size pick-ups range from around $42,000 to $45,000, industry analysts and automakers say. All three companies are spending furiously - GM and Fiat Chrysler to help sell off carryover 2018 trucks to prepare for redesigned 2019 models, and Ford to sustain its long-held sales crown. A supplier fire that temporarily shut down production of the F-150 last month "changed the game," said Jeff Schuster, senior vice president of forecasting at LMC Automotive in Troy, Michigan said. The supply halt nudged Ford's crosstown rivals "to ratchet up incentives on the current models to go after weakness at Ford," he said. Deals advertised on the companies' official websites range from rebates and low-interest loans to ultra-cheap lease rates, but they are not telling the whole story. Ford, for instance, advertises a $2,000 rebate and a $500 financing credit on sales of certain F-150 models. But James Collins Ford in Louisville, Kentucky, is offering discounts of up to $12,215 on the 2018 F-150 XLT SuperCrew 4x4. The price cuts are even steeper at a number of GM and Fiat Chrysler dealers. Quirk Chevrolet is selling the 2018 Silverado 1500 Double Cab at $13,000 off sticker.

Chrysler thinking of taking on Ford SVT Raptor?

An argument could be made that Chrysler already offers a competitor to the much-loved Ford Raptor in the form of the Ram Runner pickup. The difference, though, is that Ford builds the Raptor right on the production line, whereas Ram requires the buyer to have modifications made at one of its dealerships after the initial purchase is made.
That distinction may soon be a thing of the past, according to a report from Wards Auto. "If we could see that the volume was significant enough that it makes sense to do it, we'll do it," says Pat Dougherty, vice president of Mopar parts, sales and field operations. "But if we don't, then we'll continue to do it the way we do it."
Additionally, Chrysler would reportedly like to put more emphasis on the fuel efficiency of its off-road-ready lineup, which is spearheaded by the Jeep Wrangler. Says Dougherty, "For a lot of the people who go off-roading (but) actually drive their vehicle as a daily driver, they want to make sure they're getting fuel efficiency while they're driving to work."

Ram 1500 TRX fuel economy figures are out — and economy isn't the right word

Ram published many statistics when it introduced the 1500 TRX, but one part of the puzzle was missing: fuel economy. It finally released those figures, and they confirm that supercar-like power brings supercar-like thirst. Driven with a light right foot, the TRX returns 10 mpg in the city, 14 mpg on the highway, and 12 mpg combined. It's the least efficient Hellcat-powered model; Jeep's Grand Cherokee Trackhawk scores 13 mpg combined, while Dodge's Charger and Challenger post 15. Figures for the Durango haven't been published yet, but there's no reason to think it will use more gas than the TRX. At 12 combined, the truck is about on par with the Lamborghini Aventador S. On the surface, that's not great. Keep in mind the mighty TRX was developed for off-road performance, however, and we doubt fuel economy entered the equation at all. It's a body-on-frame truck powered by a 6.2-liter V8 supercharged to 702 horsepower, it has mammoth 35-inch all-terrain tires to push around, and it weighs 6,350 pounds. Viewed in this light, 12 mpg is actually shockingly decent. Conversely, the folks who designed the Toyota Prius weren't concerned about its water fording ability, its approach angle, or its zero-to-60-mph time. Motorists who place fuel efficiency at the very top of their priorities list have a growing list of excellent options to choose from, even if they're in the market for a pickup. At the other end of the Ram spectrum, the rear-wheel drive 1500 posts figures of 23, 33, and 26, respectively, when it's equipped with the 3.0-liter turbodiesel V6. The TRX starts at $71,690 including destination, and it will arrive in showrooms later in 2020. Related Video: