GM continues to lose ground to FCA. First, it was the indignity of having the Challenger surpass the Camaro as the number two pony car behind the Mustang. Now, it’s the Dodge Ram taking over second-place behind the F150 in truck sales.
Granted, combining the Silverado’s sales with that of fourth-place Sierra puts the General back in second for overall sales. Still, if you’re relying on qualifiers to win the race, you’ve already lost.
Ford hangs onto the top spot, but Ram’s the only manufacturer that’s increased pickup truck sales over last year. The Ram lineup, which includes 1500, 2500, 3500, and the 1500 Classic (the previous generation Ram that’s still available) is up almost 25,000 units for the 2019 second-quarter over the same time period last year.
The F150, on the other hand, is down about 3200 units, while the Silverado is down by approximately 14,000 trucks. The Sierra is off by 3000 over the same period.
What this means for each of the Big Three remains to be seen. Ford is heavily reliant on its pickup sales to keep the company in the black. The F150 has been a cash cow for them for decades, and a major drop in sales would send them in a panic. Luckily, while sales are down over last year, the Blue Oval still holds the top spot by a comfortable margin.
Dodge Ram Outselling GM Must be Pretty Satisfying
GM’s struggle is a little more real. It’s been reported that when this-gen Camaro comes to an end in 2022, the badge will be suspended. Rumors about a platform change (including a possible EV) give the appearance that Chevrolet is unsure of what to do with the sports coupe.
Losing a niche rear-drive sports car is one thing (even if it does offer a ridiculous profit margin.) Falling truck sales would have an even more dramatic impact. As GM struggles with its identity (including uncertainty over what its lineup should consist of), this must be sending waves of anxiety through Detroit.
In contrast, FCA will be feeling pretty good about things. While a proposed merger with Renault fell through, outselling GM in two different categories must be pretty satisfying. It doesn’t really offer them a path forward, but it will help keep the lights on while they find a solution.
Their biggest challenge will be selling vehicles that don’t clash with CAFE standards. Pickups and sports cars may be great for padding the bottom line, but neither scream fuel economy. Or good taste, for that matter.