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Truck Market: Where is it Going? How Do F-150 and Ram Stack Up?

Truck Market: Where is it Going? How Do F-150 and Ram Stack Up?

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DATE : Thu, 23 Oct 2008 06:19:28 -0800
Entered in Database : 2008-10-23 14:19:28
length : 69169
Link to the Show / Show Notes

With two new and important full-size pickup trucks this fall, at a time of extreme economic uncertainty, what do we see happening to the market in general? And how does the F-150 stack up against the Ram? Since our correspondent Jim Hossack attended both Ford and Ram driving previews, we asked him for some comments. Here we go!

What's happening in the Full-Size Light Duty Pickup market?
Contrary to mass media reports, the full-size light duty pickup market is not dead. In fact, after a few tough months, it is coming back - in terms of share of industry if not actual number of units sold.

The auto industry is down by around 4 million units compared with 2007CY. Full-size pickup share of industry fell from 15.2 percent in August 2007 to as low as 8.6 percent on May 2008, but has rebounded to 15.8 percent in September 2008. In part that may be a reaction to fuel prices, which increased and then decreased, in part it a recent compensation for deferred purchases earlier this summer, and in part due to ridiculously low transaction prices as Dodge and Ford clear out showrooms of the old trucks. It is also worthwhile to remember that holding onto 15.8 percent of a much smaller market still means a dramatic decrease in overall F-150 sales. If and when the economy recovers, half-ton pickup sales volume will recover, depending on how drastic the next fuel price spike is.