For those who may have missed it, Ram pickup trucks outsold Chevrolet Silverado pickups for the first time in a long while in September. That was not an accident.
According to Automotive News, Ram spent more money in September on incentives per pickup than it has since the recession eight years ago. Combine that with GM's reluctance to jump back into the deep end of the incentive pool and its sales dip in September, and you have Ram (up almost 30 percent for the month) outselling the Chevrolet Silverado (down more than 15 percent for the month) by 2,412 pickups.
We should note that, so far this year, Chevrolet's Silverado has outsold Ram by almost 65,000 units, making it the No. 2 vehicle sold in the U.S. on a regular basis, right behind the Ford F-Series. Whether Ram decides to continue the aggressive use of incentive spending through the end of the year or not, we're guessing Chevy will take a hard look at its current strategy.