Ford and Ram Trucks Gain Market Share in 2009

Ford and Dodge Trucks Gain Market Share In 2009

Ford F-Series trucks and the pickups formerly known as Dodge Rams have both gained market share in 2009 at the expense of their competitors, according to 2009 year-to-date U.S. new-vehicle registration data (through September) from RL Polk & Co.

Polk’s data is unique because it reports the number of trucks registered in each state, city and town and organizes the registrations by class. The data is collected from every vehicle dealer in the country. In comparison, monthly sales figures released by truck manufacturers aggregate light- and heavy-duty truck sales into a single number, without revealing class breakdowns.

Polk registrations typically lag the sales data that manufacturers report by a couple months because of the time needed to register each vehicle and to count the actual registrations in each state.

Both Ford and GM separately provided Polk registration data to for this story. While the numbers from both companies were consistent, Polk declined to confirm the numbers.

2009 YTD Polk Retail Registrations for Light-Duty Pickups

Although the Chevrolet Silverado 1500 was the best-selling half-ton pickup truck through July of this year, as of September, the Ford F-150 has gained a substantial 7.5 points -- to 30.6% -- of market share (up 35% from 2008) to take the lead, based on Polk’s retail registrations. Silverado had 27.5% market share, a drop of 2.4 share points. The Ram 1500 pickup also grew its market share, gaining 2.1 points to reach 16.7% of the segment.

Detroit’s Japanese competitors have been hurt the most. Toyota Tundra registrations have dropped a hefty 3.5 points to 10.1% market share and the Nissan Titan lost 1.2 points, falling 32%, to 2.3% from its 2008 position.

Chevy Avalanche sales are also on the rocks. The unconventional pickup’s share of the market has fallen 40%, from 3.5% to 2.1%.

What are some of the trends that likely led to the F-150’s and Ram 1500’s market share gains? Both trucks were refreshed for the 2009 model year while the Chevy Avalanche, Chevy Silverado 1500 and GMC Sierra 1500 pickups, based on the GMT 900 platform, haven’t been updated since they debuted in 2007. The 2010 Toyota Tundra received a marginal makeover in April and got a new V-8. The Titan was last tweaked in 2007. Rebates and the government’s Cash for Clunkers program also helped. The F-150 saw the biggest lift in sales from C4C as old F-150 owners traded in for new F-150 pickups.

2009 YTD Polk Retail Registrations for All HD Pickups

In the heavy-duty segment, where only Chevrolet, Dodge, Ford and GMC compete, market share varies greatly depending on how the registration is sliced and diced. Only Ford and Dodge sell 4500 and 5500 Class trucks and Ford’s Polk data includes these extra sales. Ford and Dodge also include their 4500 and 5500 trucks when they report monthly sales figures.

Looking at HD registrations, Ford and Dodge both picked up market share, with Ford Super Duty increasing from 34.5% to 40.2% and Dodge Ram HD increasing from 23.2% to 23.8%. Chevrolet gave up 4.4 points of share, falling from 30.1% to 25.7% of the segment. GMC slipped from 12.2% to 10.2%. Clearly, the new Ram Brand has benefited from its 4500 and 5500 cab chassis trucks that were added to the lineup in 2008.

When we pull the 4500 and 5500 trucks out of total registrations, the landscape changes dramatically. The F-Series Super Duty still leads (80,658 registrations) by a wide margin; next comes Chevy’s Silverado 2500 and 3500 (57,954 registrations) and then the Dodge Ram 2500 and 3500 pickups (38,790 registrations).

2009 YTD Polk Fleet & Retail Registrations for 2500/3500 HD Pickups

In January, we’ll have a full, in-depth summary of 2009 truck sales.


Always LMAO @ the xenophobes.

Why is it so "unpatriotic" to buy a truck from a company headquartered in Japan when all the so called "domestics" not only have Japanese content in their vehicles but have also re-badged complete Japanese vehicles as their own??

Chevy Tracker = a Suzuki

Mercury Villager was a Nissan

GM and Toyota partnering on many a car.

The Mistsubishi Chrysler relationship

Many a Japanese transmission in Ford's Ranger. (the diesel motors Ford used were also Japanese)

There's dozens more examples.

Seriously, some of you are just clueless when it comes to pseudo-patriotism.

Having been a part of the Online Universal Work Marketing team for 4 months now, I’m thankful for my fellow team members who have patiently shown me the ropes along the way and made me feel welcome

Man Ford is kicking butt. I'm glad to see them on top and selling the most trucks. Thanks for the info guys. This all makes sense now as i have a couple friends with 2008 Chevy 2500HD's with the duramax. Both of them really dislike the new 2500's and one has already traded for a new 2010 Ford F250 and loves it. The other guy is looking at Dodge or the new 2011 Ford when its released later this year. Apparently, they didn't like the amount of space and the light weight feeling of the truck when pulling heavy loads. After checking i was amazed at how light they are made. The frames are definitly weaker and the overall truck weight is more than 1000lbs. lighter than the Ford and 600lbs less than the Dodge.

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