Ford F-Series Sales Continue Lead Over Silverado and Ram

In second place among the top-selling vehicles between January and October is General Motors Co.’s (NYSE: GM) flagship pickup, the Chevy Silverado. That sold 429,119. In third place among pickups is Chrysler’s top-selling vehicle, the Ram, which sold 359,702 units. There is a distinction among them other than sales. Ram sales rose 22% in the first 10 months and Silverado by 6.4%, but the F-Series was down 0.5%. Ford needs the new, aluminum version of the F-Series (which weighs 700 pounds less than its predecessor) to create a surge in demand for the truck to keep well ahead of its competition.

One notable thing about the F-Series is the percentage it is of Ford’s total sales, which were 2,065,612 in the first 10 months — 30%. The Silverado, however, was 17% of GM’s first 10 months of sales, which were 2,434,707. The Ram was 20% of Chrysler’s 1,726,539. Ford’s fortune rests to an incredible extent on its F-Series flagship.

Ford has hedged its bet, which is to make the truck lighter. Once again, that bet is based on Ford’s contention is that its new pickup is made of:

High-strength, military grade, aluminum-alloy body and high-strength steel frame for less weight yet greater strength.

“Military grade” may not be enough to entice new buyers, who may have liked the earlier version just fine.

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The other, more intelligent decision Ford made was to keep the line of F-Series broad in terms of price, engine power and payload towing capacity. The base F-150 is priced at $24,520. At the high-end, the price is $50,960. And that is without a long list of extras.

The new F-Series is probably the largest gamble Ford has made since it struggled to stay out of Chapter 11 when Chrysler and GM went in.