Ford Motor Co.’s (NYSE: F) F-Series pickup was the best-selling car in the United States again in 2014. It is a prize Ford has held for decades. However, the F-Series is losing ground rapidly to its two rivals, the Chevy Silverado from General Motors Co. (NYSE: GM) and the Ram pickup from Fiat Chrysler Automobiles N.V. (NYSE: FCAU).
Sales of the F-Series fell 1.3% in 2014 to 753,851. For December, they dropped 0.3% to 74,355. Last year, Silverado sales rose 10% to 529,755. For the past month, sales rose 35% to 57,837. Ram sales rose 24% last year and 32% in December to 44,222.
While the F-Series still holds a lead, it has bet that lead on the new aluminum version of the truck. The lower weight model might have offered an advantage before gas prices dropped to just above $2. That advantage may be gone. Ford’s claim about the updated truck:
High-strength, military grade, aluminum-alloy body and high-strength steel frame for less weight yet greater strength
Best-in-class towing and payload
Improved power-to-weight ratio across the entire 4-engine lineup for greater performance
At this point, does anyone care?
ALSO READ: Ram Truck Sales Rise 32%, but Chrysler Misses December Estimates
According to Kelley Blue Book:
For Ford, 2014 was a transition year with the F-150 changeover. The real test comes this year when the new F-150 is on the market in full force.
Also:
Early indications are positive as the F-150 started showing large gains in shopping interest in December. In fact, the entire pickup truck segment, new and Certified Pre-Owned, showed upward trends in shopping interest in December on AutoTrader.com.
The other factor that has leveled the pickup playing field is that all three vehicles have a remarkably wide range of models, with prices from $20,000 to $60,000, depending on engine size, towing capacity and luxury amenities, which rival many high-end cars.
Also, Ford’s competition has not been above discounting. In the case of the Silverado, this has run into the thousands of dollars for some versions. While GM may not make money on these discounted versions, they are a means of taking market share.
Ford’s F-Series has the pickup and all-vehicle lead in terms of annual sales. For the first time in a long time though, that lead is threatened.
ALSO READ: Ford Sales Struggles Got Worse in December
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