New Dodge Ram Grabbed .2% Market Share

Robert Farago
by Robert Farago

If a fish had brains and saw someone holding a shotgun, would it choose to swim in a barrel? Why then would Mike Accavitti, director-Dodge marketing, say this to Ward’s Dealer Business, which has all the sales data on everything. “Accavitti notes the ’09 Ram, which he describes as Chrysler’s ‘bread and butter,’ is grabbing more market share than its ’08 predecessor. Since the October sales launch to mark the ’09 model year, the Ram owned 4.1% of the light-duty truck market, an increase of 0.2 share points over the ’08 model year, according to Ward’s data.” Yes, well, the article was written before December’s sales results; where Ram sales tanked by 48 percent vs. last year, down 31 percent for the year. I wonder how much that market they own now. In any case, it appears Dodge blew the launch.

“For weeks, not a single Ram was assembled with the revolutionary [Rambox] storage feature, considered a key differentiator in one of the market’s most bitterly contested segments. ‘It’s just been a nightmare launch,’ one dealer tells Ward’s. “(Chrysler) really stumbled.’ Says [general sales manager at Bob Hoss Dodge Chrysler Jeep in Kansas City, KS Brad] Johnson: ‘I go to ride-and-drives and all they talk about is all the cool stuff. And when (the truck) comes out, you can’t get the cool stuff.’

“The launch cadence was dictated by manufacturing constraints. Rambox – a dry, lockable storage compartment located in the walls of the truck’s cargo bed – can only be installed at the auto maker’s St. Louis assembly site. But Chrysler’s plant in Warren, MI, was first to launch production of the redesigned Ram.”

I guess Toyota’s failure to launch enough V8 Tundras taught The Dodge Boys, well, nothin’ much.

Robert Farago
Robert Farago

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  • Sajeev Mehta Sajeev Mehta on Jan 07, 2009

    Ram Ads = Poochie from the Simpsons.

  • Liger Liger on Jan 07, 2009

    I have seen a few 2009 Dodge Rams running around Kansas City. They look smaller on the road than the 2008. I already see ads in the newspaper from dealers advertising $10,000 off the 2009 Ram. Chrysler has a history of coming out with unique features on their products (MyGig in Sebring/Avenger; soft top on the Liberty) and then not having those features available for immediate order when the new model comes out.

  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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