There's no question the biggest number that stands out in our March 2014 sales chart is the 42,532 units Ram Truck sold in March 2014. That means Ram, while still in third place for overall truck sales, outsold the Chevrolet Silverado by a 285 units. You can bet there are folks in Auburn Hills, Mich. (and maybe even Turin, Italy), who are jumping for joy given the magnitude of the feat. However, there are a few factors at play here.
To begin, the Ram Truck category includes their Class 4 and 5 chassis cab models in the total, as well as any 3500 fleet models ordered in the chassis cab configuration. And for 2014 they are now available with a Hemi 6.4-liter V-8 option as well, making them more popular with more businesses replacing their aging fleets. We should note Ford does the same thing (with their F-450 and F-550 sales) but since GM does not offer any vehicles in this category, some could argue the numbers are not directly comparable.
In fact, every truck counted in GM's monthly sales numbers is either a dedicated personal-use, fleet or commercial 1500, 2500, or 3500 pickup truck. GM doesn't have a medium-duty truck any more (although it used to have the Chevy Kodiak and GMC TopKick that might come back), so all the GM numbers reflect a cleaner retail and/or fleet pickup truck sales.
Yes, we're absolutely positive the Ram Truck guys are excited about the March milestone, but we also know the sheer numbers aren't really what they're working for. A truer reflection of how much Ram is gaining on Chevy is probably better seen in the 2013 numbers we break down into weight categories (click here to see "Who Sold the Most Pickups in 2013?"), where Ram sold more 3/4-ton pickups by a narrow margin and many more 1-ton trucks than Chevy. They're also gaining traction in the half-ton segment as well.
Things are definitely changing, and they're changing because some truckmakers are taking risks and clawing for every sale they can make. Last year was like that, and we have no doubt 2014 will be that way as well. And as long as we have anything to say about it, you'll have a ringside seat.