The fight for the No. 2 sales spot continues.
Exactly a year ago, we learned Ram overtook Chevrolet as the second-best-selling pickup truck brand in the US in 2019. The latest generation Ram 1500, combined with the Ram 1500 Classic, are a force to be reckoned with and GM has learned the hard way. It's not that the current generation Chevy Silverado 1500 is a bad truck, not by any means. When compared to its Ram competitor, it's clear why the latter is having so much success.
The Ford F-150 (and F-Series lineup in general), meanwhile, has retained its status as the segment leader and one of the best-selling vehicles in general. But Chevy has fought back against its cross-town rival and has regained the No. 2 spot for the first quarter of this year.
Following the release of official sales reports from the major automakers, the data shows the Chevy Silverado experienced about a 27 percent sales increase in the first three months of 2020 compared to the same time last year with a total of 144,734 units sold. Ram, however, saw a 7 percent sales boost with 128,805 trucks sold. These figures take into account the entire trucks' lineup, consisting of Light Duty, Heavy Duty, and Medium Duty.
Meanwhile, despite the F-Series' continued segment success, its Q1 2020 sales were actually down by 13 percent compared to Q1 2019 with a grand total of 186,562 units leaving dealership lots. So, what was Chevy's secret to success? After all, an updated Silverado and its corporate twin, the GMC Sierra, aren't due until sometime next year. The answers are discounts and general market demand. Sales incentives were found across the country and dealerships made sure the word got out. The fact that full-size trucks remain more popular than ever also played a significant role.
However, things are already taking a turn for the worst. As the coronavirus pandemic sweeps the country and world, the auto industry is being hit particularly hard. Automakers are already reporting significant sales drops and this will continue for the foreseeable future.
Even popular pickup trucks like the F-150 and Silverado are no match against an invisible virus.