New Dodge Ram for $13k Off Sticker. And Then Some.

Robert Farago
by Robert Farago

As we reported last week, this is not a good time to be making pickups. At all. As we predicted ever since the new Toyota Tundra got into the game, the incentives wars on pickup trucks are getting bloody. Automotive News [sub] brings us the tale of a Folsom Lake Dodge store selling a Dodge Ram 1500 Quad Cab SLT 4×2 for $19,995. That's $12,800 off the $32,795 sticker price. At Swift Dodge, also in Sacramento, desperate dealers are offering $13k discounts on the same model. And still the trucks sit. Or, more precisely, pile-up. Dodge has a 109-day average supply of Rams. (The word on the street is that Chrysler has more Rams to ship and no one willing to take them.) Could it get any worse? You betcha. The pickup market cratered by 21 percent in April; well below the -16.6 percent year-to-date total. And now, the new Ram is set to appear, with the new Ford F-150 hot on its tailgate. To clear the deck, Chrysler will have to reach even deeper into its threadbare pockets for even greater discounts on the old trucks. Will they even sell then? One things for sure: there's precious little milk left in the Dodge Boys' cash cow. Without a plan B in the wings, Chrysler is headed straight for plan C11.

Robert Farago
Robert Farago

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  • Rtz Rtz on May 05, 2008

    A base model single cab is like $14k or less right?

  • Wolven Wolven on May 05, 2008

    Sounds to me like it's a GREAT TIME to buy a new DOD Hemi powered pickup! BTW, gas prices are going to plummet as soon as W is out of office... unless of course they put McCain in to continue King Georges raping of America.

  • Speedlaw Speedlaw on May 05, 2008

    Recently rented a Dodge Durango. Clearly not a class competitor...just got out of a Tundra, from a different planet....the Durango was really not up to snuff, parts were clearly made by pissed off suppliers, the 4.7 drank gas like a sailor on leave but without the horsepower side effect. Hard plastics everywhere. wind noise not to be believed. no wonder they are sitting on the lots.

  • Dangerous Dave Dangerous Dave on May 06, 2008

    About every 2 weeks one of those giant inflatable baloons pops up at our local Chrysler dealer with an ever increasing discount on Ram trucks. It started at "$8k off any Ram Pickup". Last month it was "$10k off any Ram Pickup", now its $12k off. When the baloon that says "Free Ram Pickup" goes up I might stop in.