Ram has become the number two best-selling pickup brand in North America.
For decades, the pecking order of pickups has always been Ford, then Chevy, and finally Ram (and before Ram, it was Dodge). And really, it was mostly a two horse race between Ford and Chevy. But according to a new report from MotorTrend, that is the order no longer!
In the first quarter of 2019, Ram’s overall pickup sales have surpassed Chevrolet’s to become the second best-selling pickup brand in North America.
A combination of factors has led to Ram’s ascension. First and foremost, the new 2019 Ram 1500 is good--real good. Because of this, Ram sales are up 15% from the same time last year, with total pickups sold equalling 120,026 units in the first quarter.
Meanwhile, Chevrolet’s fortunes have taken a turn for the worse. Silverado sales are down 16% from this time last year to just 114,313 Silverados sold. The Silverado’s sister truck, the GMC Sierra, has also seen a sales drop of 2.2%, down to 40,546.
Ford pickup sales are mostly flat at 214,611. The Blue Oval is still vastly in the lead, but the gap is closing.
A few notes on these numbers. First and foremost, if you tally up all GM sales of both Silverado and Sierra it equates to more than all Ram sales. So GM can still call themselves the second best-selling manufacturer. Also, all these numbers include both the full-size pickup and also the heavy-duty versions of these pickups, so we don’t know where each brand stands on sales of big pickups.
Ram’s numbers also include the sale of their Ram 1500 Classic, which is basically the previous-gen pickup sold as a 2019 model because they simply can’t make the real 2019 model fast enough.
So what does this mean for the pickup landscape? Not a whole lot, but it does confirm the recent truck survey that said Americans aren’t too brand loyal and will go with the pickup with the most value. Ram just started offering more value in their pickups, and it’s got them sales.