The battle for profits from sales of large pickup trucks is intensifying among the Detroit Three automakers as sales of small cars in the United States shrivel.
Reuters reported that for decades Ford Motor Co. has had the single best-selling truck brand in its F-Series trucks. General Motors Co’s Chevrolet brand was a solid No. 2, and Fiat Chrysler Automobiles NV’s Ram brand was a distant third.
Now, that hierarchy may be in flux. Sales figures for December and the fourth quarter released on Thursday show FCA’s Ram brand tied with GM’s Chevy brand for the No. 2 spot during the fourth quarter, as sales of the redesigned Ram pickup surged, fueled in part by demand for an optional 12-inch (30.48 cm) dashboard screen.
Chevy not long ago held second place to Ford by a wide margin. GM executives said on Thursday they are bullish on their new GMC and Chevy trucks for 2019.
“There’s no doubt this segment (pickup trucks) is one of the epicenters of the auto wars,” said Sandor Piszar, director of marketing for Chevrolet at GM. “It’s been that way forever and we wouldn’t have it any other way.”
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