Silverado Falls To Third Place Behind RAM - Where Did They Go Wrong?

After managing another second-place upset in May, Fiat Chrysler's Ram is threatening to upend the all-important but usually predictable pickup battle. A year ago, Chevy launched a brazen marketing assault on the long-dominant Ford F series, with a series of commercials asserting that its new aluminum body was too fragile to survive a day at the job site unscathed.

Now, with Ford already opening up a 139,000-unit edge over the Silverado on the year and the Ram on pace for its first half-million sales year ever, Chevy looks to be the more vulnerable one. Going into this year, the Ram had only beaten the Silverado in two prior months, largely due to fluky timing.

dpalmo - 6/5/2017 1:48:10 PM

-5 Boost

Sorry, GM needs to go back to the drawing board. All of that price war and discounting aren't helping buyers flock to Chevy's trucks.

Chevy needs to really up their game, and design truly innovative models with weight-cutting aluminum frames. Otherwise, they'll continue to get slaughtered by Ford.

MDarringer - 6/5/2017 4:20:03 PM

+1 Boost

At this point, the cost of going to aluminum frame construction would make the pickup much more expensive. It just isn't cost effective at the moment.

skytop - 6/5/2017 3:13:03 PM

0 Boost

Have you even looked at a GM truck. Do your eyes hurt?

MDarringer - 6/5/2017 4:18:11 PM

0 Boost

Ford markets best.
Ram discounts best.
GM does neither to the same positive effect.

MorePower - 6/5/2017 6:38:37 PM

+1 Boost

It's subjective, but I always thought the GM was worst driving modern truck of the three.

CANADIANCOMMENTS - 6/6/2017 7:44:04 PM

+2 Boost

I can think of no other vehicle that has the model + price range of a 1/2 tonne pickup truck. From cloth seats and hub caps to El-Mucho-Ranchero, the swing in price must be $65k CAD from the bottom to the top. Even if GM falls to third, with the profit margin these trucks have (at the mfg level), they will be laughing all the way to the bank.

CANADIANCOMMENTS - 6/8/2017 10:45:20 PM

+1 Boost

Very true for today. But the new Ford Ranger will be here in the 2019 model year. I know quite a few people who would like to drive a smaller/mid size truck.