The $9,500 dealer cash is on 2007 leftover Rams, not 2008 models. According to the linked PDF (which I believe works for nonsubscribers also), it’s up to $3,000 for 2008 models (plus up to $6,000 in customer rebates), for a total of $9,000 off.

A dealer in Albequerque, NM who spoke with Automotive News for their July 7 piece on the half price Rams said this:

Zangara says he’s not losing money. That’s because there’s now $9,000 in customer and dealer cash on the Ram. Add $9,000 to the $15,000 he’s selling them for and you get $24,000. Where does he make up that $3,000 difference on the $27,000 invoice?

“In service and parts and body shop,” he says.

Never mind that it’s devaluing the Dodge RAM as a brand.

It will be hilarious if all would-be RAM buyers snatch up a dirt-cheap ‘08 model and, since truck buyers are definitely a more finite bunch these days, there’s no one left to buy the new ‘09 model! I get goosebumps just thinking about that prospect (and yes, I really need to get a life).

And how will it be better or sell better then the current model? It’s just more truck and pretty much the same truck. Trucks aren’t in right now; sorry.

So once all the people who have 2008 Dodge Rams get their great truck deals, will there even be anyone left who wants a 2009?

The incentives game is a losing game – all you do is condition your customers to look for the next deal. They hold off their purchase at normal price until the MFGR becomes desperate again and gives them away.

With that said, the market is deflated, supply & demand, etc, so bring on the discounts!

SherbornSean:
Exactly! Any new SUVs, trucks, and even crossovers that attempt to charge reasonable (profitable) prices will be doomed.

Even with the auction sales fee it was less than $1500. It comes with power everything, new tires, and even a hands free cell phone system.

I won’t be keeping it though since I don’t have much of a use for a pickup. But right now an older full-sized Dodge pickup is probably an even better deal.

Now give me $6k + $9.5k off a V-6, 2WD, stickshift model (Base price, $22.5k), and I’ll rush right out and buy one for $7000!

Best case for Chrysler is that 6-9 months from now, all the ’08’s are sold, the housing market is back, and there is real, actual demand for ’09’s.

But no one will want to buy an ‘09 for a measly $5K off sticker, when they know people were getting $15K off sticker 6 months before.

How do you fix that?

Problem is getting the word out. If you have no customers visiting your dealership, how are you communicating the 1/2 price to the masses? I have yet to see any advertising for these deals, at least in my area…

That is my concern for Chrysler in general. I haven’t seen a whole of advertising for anything. They do have some relatively fuel efficient vehicles right now, and I don’t see any type of push to move those either.

So here’s my beef: These things are in no way worth $35k to begin with. It’s a damn pickup truck! The most basic form of machine on the road. If you were to compare this to a pickup from the 30s, and compare a car of today from the car of the 30s, the pickups are a lot more alike than different! The cars? Not anything alike. In fact the car or the 30s is closer to the pickup. Ladder frame, leaf springs, etc.

If you paid anywhere over $20k for a pickup truck, EVER… you got ripped off. These “new” prices just prove that.

–chuck