By on July 5, 2017

2017 Chevrolet Silverado High Country towing - Image: ChevroletMarch 2017 marked just the third occasion in three years in which Fiat Chrysler Automobiles’ Ram P/U line outsold the Chevrolet Silverado in the United States.

One month later, in April, Ram did it again.

Then in May 2017, Ram made it a threepeat, outselling the traditional No. 2 pickup truck in America by more than 1,000 units. By the end of May, the Silverado was only 5,055 sales ahead of the Ram on year-to-date terms, a narrow gap which served to highlight the possibility that the Ram could outsell the Silverado for the first time ever in calendar year 2017.

But June 2017 marked an end to Ram’s party, at least for the time being. General Motors reported 50,515 Chevrolet Silverado sales in June, a 2-percent year-over-year uptick and 7,442 more sales than FCA’s Ram truck lineup managed.

How did GM manage to end the trend? By earning less money per truck, naturally.

Ram 1500 Night - Image: FCAGranted, the pricing swings weren’t dramatic.

In June 2016, according to J.D. Power PIN data obtained by TTAC, the average transaction price for a Chevrolet Silverado was $41,614.

Last month, that figure dropped to $41,106. More notable, however, was the drop in average Silverado transaction prices from $42,408 in May of this year, when the Ram was outselling the Silverado, to $41,106 in June, when the Silverado regained its rightful position.

Meanwhile, FCA decreased average incentives on the Ram by $163 in May to $5,310 in June, still substantially more than the $4,439 average incentive on Silverados but a narrower gap than we’ve traditionally seen. FCA’s average Ram transaction prices grew by $675 from May to June and only trailed Silverado by $165 last month.2016 Ford F150 towing - Image: FordThe comparison, you’ll recall, isn’t entirely relevant from GM’s perspective. As GM spokesperson Jim Cain (no relation) said last month, “One should never discount the contribution of GMC to our pickup strategy. It’s a high-volume, premium brand and it makes a monthly comparison to Silverado alone kind of unfair. It’s like we’re playing with one hand tied behind our back with that analysis.”

Through the first-half of 2017, General Motors has reported 362,093 full-size pickup truck sales; 427,282 truck sales in total. Ram sold 250,443 trucks in the first six months of 2017. That 176,839-unit margin is measurably smaller than the 215,487-unit spread at this time a year ago.

Regardless, both Ram and General Motors appear somewhat weak in comparison with America’s full-size pickup truck behemoth. Not only is Ford’s F-Series truck lineup up 9 percent this year — in a sector that’s growing about half that fast — but the F-Series’ 429,860 first-half sales place the full-size Ford line 2,578 sales ahead of the entire GM truck line, midsize trucks included. Ford is on track for nearly 900,000 F-Series sales in 2017, its best year since 2005.

Not only is Ford selling a ridiculous number of F-150s and Super Duty trucks, the Blue Oval is charging its buyers more, too. F-Series ATPs jumped $3,110, year-over-year, to $45,566 in June 2017; 11 percent higher than the ATPs of its two main rivals.

[Images: GM, FCA, Ford]

Timothy Cain is a contributing analyst at The Truth About Cars and Autofocus.ca and the founder and former editor of GoodCarBadCar.net. Follow on Twitter @timcaincars.

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16 Comments on “Ram’s Three-month-long Streak of Outselling the Chevrolet Silverado? It Ended in June...”


  • avatar
    turbosasquatch

    As a GM fan boy even I have to admit the temptation of the current F150. The prospect of an aluminum bodied pickup truck here in the snow/rust belt is almost too good to be true. Once the hybrid and diesel models bow, I’m not sure I’ll be able to justify another brand that doesn’t offer something similar.

    Ford is quickly becoming my second favorite brand.

    • 0 avatar
      Carlson Fan

      I’m a GM fan boy also. As a MN resident with no intention of ever leaving, the aluminum body F150 is a huge selling point. I also by my trucks for towing and the TT V6 in the Ford with it’s low end grunt is another big selling point to me.

  • avatar
    ajla

    The only things the Silverado/Sierra have over the F-150 these days are the 4.3L and 6.2L. However, no one outside fleets really buys a base engine truck and GM restricts availability of the 6.2L to the point it barely exists.

  • avatar
    BunkerMan

    I just can’t get past the looks of the Silverado. It’s not my cup of tea. I don’t mind look of the Sierra, but the Chevy?

    • 0 avatar
      JohnTaurus

      I’ve always liked GMC more than Chevys, but the current front end just doesn’t look right. Looks pinched.

      I hope the new one doesn’t take any cues from the newest droopy-looking Malibu and Cruze. How can the Impala look so good, yet the other two look like what happens when mom smokes and drinks and does whatever else during pregnancy?

      I have a feeling the Equinox was going to take that look to a whole new level, and its the version they said “whoah, probably not guys” to.

  • avatar
    Highway Cruiser

    would take RAM over any other truck any-day, it just looks more handsome

  • avatar
    stingray65

    This must be wrong – How can 3 full-size trucks be selling so many units when the head of Volvo says customers are demanding EVs? I mean when you can get a Bolt for about the same price as a loaded Silverado – the “proper” choice should be obvious after 8 years of Obama re-education.

    • 0 avatar
      Carlson Fan

      “This must be wrong – How can 3 full-size trucks be selling so many units when the head of Volvo says customers are demanding EVs?”

      China has already outlawed gas scooters and EV’s will be a HUGE market in that country. Volvo is owned by a Chinese company. Put 2 & 2 together.

  • avatar
    BuzzDog

    “This must be wrong – How can 3 full-size trucks be selling so many units when the head of Volvo says customers are demanding EVs?”

    Easy. A surprising number of households – and in particular, rural and suburban ones – can afford multiple vehicles.

    We use the HD truck to pull the gooseneck horse trailer and make runs to the home center, and fuel sippers to commute to work in the city.

    • 0 avatar
      stingray65

      BuzzDog,

      You mean that some people have so much money they can buy multiple vehicles – each of which is best suited to a particular purpose? Sounds like something that social justice warriors should be working on so all that wealth gets spread around a bit more.

      • 0 avatar
        mikey

        @stingray65….Don’t give the SJW’s ideas….Up here in Canuckistan there is a group that want to completely eliminate fossil fuels. After all ,winter is only 5-6 months long. I’m sure that the solar panels will keep my house, and about 15 million other homes ,nice and toasty at -30 F. ; )

    • 0 avatar
      Carlson Fan

      “We use the HD truck to pull the gooseneck horse trailer and make runs to the home center, and fuel sippers to commute to work in the city.”

      The last 4 times I’ve started the Tahoe I was towing something. Otherwise it sits in the garage and collect dust while the Volt gets me from point A to B.

    • 0 avatar
      427Cobra

      This is pretty much true. I live in SoCal… I’m single… I have a 2016 Ram 2500 crew cab short bed 4×4 with the 6.4L Hemi that I use for towing, camping, & hauling the dog around. I also have a 2008 Mercury Grand Marquis for daily driving duty (sentimental purchase… was my grandfather’s car)… and for a weekend toy, I have a 2004 Corvette Z06. I’m looking at a couple of additions… a 1986 Mustang GT convertible and a 2007 Saturn Vue V6… may let go of the Marquis. Four cars is my limit in my current driveway… I refuse to park on the street.

  • avatar
    Trent

    Does the Silverados ATP average include the HD and low cab models? I’d be more interested in knowing the ATP average of the GMs 1500 vs the F-150.

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