By on May 25, 2015

Dodge Ram sales chart

As recently as 2009, Dodge was the sixth-best-selling auto brand in the United States.

But through the first four months of 2015, Dodge is the tenth-best-selling auto brand in America. Granted, Dodge volume has fallen 15% year-over-year, but the real reason for Dodge’s lower ranking is that the Dodge of today isn’t the Dodge of yesterday. 

Ram, formerly part of the Dodge division, is the twelfth-ranked auto brand in America so far this year.

As a unit, Dodge/Ram is currently – you guessed it – the sixth-best-selling auto brand in America, ahead of FCA’s top-selling Jeep brand. Ahead of Hyundai, too.

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

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12 Comments on “Chart Of The Day: What If Dodge And Ram Were Still Just Dodge?...”


  • avatar
    RideHeight

    Hyundai doesn’t sell trucks here, so no nyah-nyahs apply. And I’m pretty sure from viewing the hourly employees’ lot that Hyundia and Kia are what happened to Dodge. Oh, and Nissan.

  • avatar
    v8corvairpickup

    I thought it was odd that Chrysler killed Eagle and then Plymouth to reduce brands only to spin off Ram and for a very short time SRT into their own product lines. Dodge trucks always had a decent reputation before they became “Ram” branded so a spin-off just seemed to be an odd idea to me.

    • 0 avatar
      28-Cars-Later

      I’ve argued it was setting up the company for a possible liquidation. Separating the truck division from then stigmatized Dodge would have helped be easier sold later in the event the Fiat deal fell through or if Fiat chose to shutter the Dodge brand entirely.

      • 0 avatar
        Lorenzo

        Now you’re re-starting the rumor that Dodge will be starved for product and go the way of the Lancia. There was no mid-size version of the 200, the Caravan will disappear, the Durango has an uncertain future, and the Charger, Challenger and Viper are niche products. But the Dart and Journey will be refreshed, and a Fiat-based subcompact is in the works, and even the Charger/Challenger will be updated.

        The subcompact will probably be yet another version of the 500L, and there still won’t be a midsized family sedan, probably to keep it from squeezing sales of the new 200, but it seems like Sergio’s plan is to build fewer models but keep Dodge alive. If the subcompact “Hornet” due for 2018 sells, things could change, but right now Sergio is pushing for Jeep/Fiat sales outside of NA in his global vision thing.

        • 0 avatar
          28-Cars-Later

          I’m referring to the 2008-10 period, not today. I have no idea what is being planned for the here and now.

          • 0 avatar
            Pch101

            If Cerberus had its way, Chrysler would have been transformed into a truck and minivan maker that badge engineered those vehicles for other automakers while it outsourced its passenger car production to other companies.

            This is not a surprising strategy for a private equity firm with diverse holdings. The basic idea was to maximize returns by focusing on the one thing that the company was good at doing while minimizing everything else.

            That strategy would have probably failed for a lot of reasons, but the financial crisis cut that experiment short before it was put to the test.

            Marchionne is not doing anything close to the same thing. He is trying to create a very large automaker with economies of scale, which is a more textbook approach for the auto industry. In some respects, he is copying the Sloan era of GM, which grew through acquisitions and used multiple brands in an effort to capture niches.

    • 0 avatar
      Pch101

      “I thought it was odd that Chrysler killed Eagle and then Plymouth to reduce brands only to spin off Ram and for a very short time SRT into their own product lines.”

      There have been a couple of substantial management changes between the time that Plymouth was killed off and Ram was spun off.

      Marchionne likes niches. He didn’t come from Daimler or Cerberus or the era before Chrysler was acquired by Daimler. The strategy has changed substantially from what it was under the prior owners.

      It should be obvious at this point that FCA wants to provide Dodge with a youthful performance identity. The new Dodge is essentially the old Pontiac.

  • avatar
    65corvair

    I would have kept the Dodge name on the trucks. That said, I doubt the Dodge name will be around in ten years.

    • 0 avatar
      Lorenzo

      The way the emissions and fuel economy regulations are double-teaming automakers, in ten years, the muscle car era Challenger and Charger will be gone, and we’ll all be driving 3 cylinder, 600cc mini-cars. Dodge will be making niche retro versions of the Omni and Rampage!

  • avatar
    bomberpete

    Not offering a Dodge version of the 200 is pretty damning about the brand’s long-term future. Seriously, is there a Dodge with reasonable market penetration (Charger, Challenger, Dart, Journey) that could not be sold as a Chrysler, Jeep or RAM?

    Remember last year’s very muted 100th anniversary campaign for Dodge? I’d say that was blowing the brand’s last wad. That is especially true if a sell-off is Sergio’s end game for the Agnelli family.

    • 0 avatar
      danio3834

      “Seriously, is there a Dodge with reasonable market penetration (Charger, Challenger, Dart, Journey) that could not be sold as a Chrysler, Jeep or RAM?”

      Charger and Challenger for sure. The Challenger would never work with a Chrysler badge, and the Charger sells to a different demo than the 300. Both have very good penetration in their segments.

    • 0 avatar
      Pch101

      Dodge is Pontiac, Chrysler is now Chevrobuick, and the trucks can be designed as trucks without any consideration for what a Dodge truck is supposed to look like when compared to a car that carries the same badge. Not a bad plan.

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