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Ram sales jump 32%; Ford sales flat.

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Old 12-05-2018, 08:38 AM
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Ram sales jump 32%; Ford sales flat.

OK. I know that Ford sales are high by historic standard, but they are essentially flat at around 70k units/month.

Ram sales were up 32% YOY in November. And not because of big incentives.

Every review that I have read, and I mean every review, says that Ram has the best interior, ride and handling. To be fair, the Ram also has the most limited selection of engines and even with the mild hybrid, those engines are getting a little long in the tooth. But, the 8 speed tranny is a ZF unit and considered one of the best made.

Also, with the coils, the Ram has a weaker payload as well.

So, what is driving Ram sales?

Maybe people are getting tired of paying $70k for a Ford and getting an interior that would look cheap even in a Focus.

Maybe more and more people are using pickups as an everyday car, and prefer a nice ride and better handling over super payload capacity.

I don't know. But I suspect that today's pickup buyer is looking for different things than yesterday's buyer. Maybe Ford needs to include some average Joes and Josephines in its focus group and kick out some of the contractors.

And this is something foe every OEM. What's with the pricing? Around me, $14k-$15k off of an MSRP of <$50k is routine. What do they do? Put a bunch of numbers on a dart board and throw 5 darts to come up with an MSRP?

 
  #2  
Old 12-06-2018, 06:40 AM
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You also have to figure that Ram lost the most market share back when everyone got in trouble and therefore they have the most ground to gain back.
 
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Old 12-06-2018, 07:39 AM
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Sorry. Ram pickup sales were up 42% YOY. F-Series sales were flat, but still a very healthy 70k+ units.

Sales were up even though the 2500 and 3500 are really getting old, with all new trucks coming next year.

Where are these Ram sales coming from? Is the market growing or is Ram stealing sales from Ford and GM?

Ram must have something that people want.

GM does not have the answer as the all-new Silverado is underwhelming, not even as good the F-150 is now.

I am not suggesting that Ram is smarter than Ford. Ram is a distant 3rd place, which makes Ram think outside the box.

As the industry leader, Ford follows the typical path, "just don't screw it up!". So Ford consistently stops at "good enough". We should push for more. Ford should be the best in class at everything, ride, handling, interior refinement, infotainment, etc.

Ford needs to add some people who do not use their trucks for work to its focus groups. Those people will never touch the maximum capabilities of these trucks, but do want all the latest electronic gizmos, and a luxury car ride.

Never good to have essentially flat sales in a growing market.
 
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Old 12-17-2018, 07:11 AM
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Car and Driver did a comparison test in this month's issue. The Ram came in last in virtually every performance category. Acceleration, braking, handling, etc. Yet C&D still picked it first. Why? The Ram had by far the best ride, and the best interior by a large margin.

C&D are not truck people, but are representative of the modern pickup buyer. For $70k, the modern pickup buyer wants a NICE interior and a good ride. Few are going to pull more than 5000 lbs.- 6000 lbs. Few are going to haul more than a few bags of mulch back from Home Depot. So trying to convince potential buyers to shell out some astronomical amount of money for one of these truck by telling them it will pull a house, but giving them an interior that would look cheap in a Fiesta, is not going to work any more.

I know. Ford still sells a lot of trucks. But Ford's sales are flat in a growing market.

BTW, C&D crucified the new Chevy. C&D liked the 10 speed and the 6.2L motor, but could not stand just about everything else. The Chevy came in dead last by a very wide margin.
 


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