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Coronavirus shakes up America's truck market: GM outselling Ford and Ram

FCA, Ford and General Motors joined the rest of the U.S. auto industry in taking heavy volume hits due to coronavirus-related shortages of both cars and customers. The saying goes that a rising tide lifts all boats; it stands to reason, then, that a falling one would have the opposite effect.  However, as we learned Thursday, the automotive market can behave in unpredictable ways. While the F-Series remained the best-selling nameplate in Q1, GM's full-size trucks are now outselling Ford's again for the first time in years, and with this upward thrust from the General, FCA's Ram was unceremoniously booted out of a hard-earned second place.  While late-March sales declines hit just about every major automaker in one way or another, the model-by-model results weren't nearly so uniform. And because the market tends to be a zero-sum game, for every winner, there generally has to be a loser.  In this case, that winner was GM, and its rise had to come at the expense of another automaker, in this case, Ford. F-Series sales dropped 13.1 percent in the first quarter of 2020, while sales of GM's full-sized Silverado and Sierra surged nearly 28% in the same period. FCA's Ram lineup managed a steady-as-she-goes 7% increase. All-in, GM finished the quarter with 197,743 full-size trucks sold to Ford's 186,562. Here's the full breakdown: Ford F-Series: 186,562  Chevrolet Silverado*: 144,734 Ram P/U: 128,805 GMC Sierra: 53,009 *includes 1,036 Medium Duty sales Things are a but murkier in the midsize segment, where the Chevy Colorado slipped 36% to just 21,430 units sold — just a few hundred better than the slow-selling Ford Ranger's Q1 numbers. The GMC Canyon experienced an almost identical slide, finishing the quarter with just 4,483 units sold. For perspective, Jeep sold more than 15,000 Gladiators and Toyota's midsize Tacoma slipped less than 8%, finishing the quarter with nearly 54,000 sales.  We suspect this discrepancy in full- and mid-size truck sales comes from shifting incentives. Ford, GM and FCA would like to keep selling bigger trucks because there's far more profit margin built into their list prices. Even with tens of thousands of dollars in manufacturer money on the hood, big trucks still make money.  Since these automakers report quarterly, we won't get another good look at these numbers until July, but if you thought that 2019 represented the new normal for U.S. auto sales, well, think again.

Trucks and tidbits from GM's earnings report

General Motors announced this morning that 2018 was a good year for it financially, thanks in large part to the company's performance in North America, which was predicated, according to the company, on "strong pricing, surging crossover sales, successful execution of the company's full-size truck launch, growth of GM Financial earnings, and disciplined cost control." GM reported full-year income of $8.1 billion and EBIT-adjusted income of $11.8 billion. Crossover sales in 2018 were 1,034,808, an increase of 7 percent compared to 2017 deliveries. Throw in the body-on-frame SUVs and the ute number is a total 1,295,700. But let's face it: It is the trucks that really matter. The Chevy Silverado and Colorado, the GMC Sierra and Canyon. Altogether, GM sold 973,463 pickups in the U.S. in 2018. Although Ford gets bragging rights for F-Series sales, GM gets to point out that it has a greater aggregate number. An important factor regarding the trucks and the reported income is that during the last quarter, more than 90 percent of the new 2019 trucks were crew cabs (which have a higher sticker), and at GMC more than 70 percent were Denali and AT4 models (which have even higher stickers). According to reporting by Bloomberg, GM's pickup trucks combine for $65 billion in annual revenue. Clearly when the 2018 sales of the Silverado — 585,581— dwarf the combined sales of both Buick (206,863) and Cadillac combined (154,702), pickups are what matter to the overall health of the company in a way that it is difficult to otherwise achieve. The "disciplined cost control" is something that is very much in the public eye right now, as the company is taking out thousands of its workers, and there is still the "unallocated" plant situation and other plants that will remain under capacity. The numbers in GM's earnings report probably made Unifor members' heads explode in consternation, coming fresh off their Super Bowl ad: " GM, you may have forgotten our generosity, but we'll never forget your greed." But there are a couple of curiosities in the full GM earnings release. One is that so far as its autonomous efforts go, it mentions only that (1) in the first quarter of 2018 Cruise introduced a production-ready autonomous vehicle, and (2) Cruise attracted $5 billion in external capital from SoftBank and Honda. Not a whole lot of love for autonomy. Good thing they have the trucks to fund the program, to say nothing of the external capital.

GM trucks get hybrid versions, but you'll probably never see one

A few years ago, General Motors sold hybrid versions of its Chevy Silverado and GMC Sierra pickups. They weren't very good, using GM's old two-mode hybrid system that resulted in only negligible fuel economy gains. But GM's trying again, launching eAssist models of the 2016 Silverado and Sierra that are said to offer 2-mpg improvements in city, highway, and combined fuel economy ratings. Problem is, you probably won't be able to get one. Only 700 eAssist trucks will be made for the 2016 model year – 500 Silverados and 200 Sierras. When you consider that GM moved 824,683 examples of its light-duty pickups in 2015, this small run represents 0.08-percent of all Silverado/Sierra production, and GM says it "will monitor the market closely ... and adjust as appropriate moving forward." But that's not the only limitation. The eAssist trucks will only be sold through California dealers. For the Silverado, eAssist can only be optioned on the 1500 Crew Cab 1LT 2WD model, and for the Sierra, the fuel-saving technology is solely available on the 1500 SLT Crew Cab 2WD model with the SLT Premium Plus package. Granted, in terms of the Sierra, that means you get niceties like LED headlights and taillights, Apple CarPlay and Android Auto, Bose premium audio, heated seats and steering wheel, lane keep assist, and more. In the trucks, eAssist combines a small electric motor and 0.45-kWh battery pack with the pickups' 5.3-liter V8. GM estimates total output of 355 horsepower and 383 pound-feet of torque – no more horsepower than the non-eAssist trucks, but three more pound-feet of torque. GM says the eAssist trucks can tow up to 9,400 pounds, and the battery only adds 100 pounds to the trucks' weight. The electric motor provides 13 hp and 44 lb-ft of torque for a boost of acceleration off the line, or during passing. It also allows the engine to run in four-cylinder mode for longer periods of time. eAssist uses regenerative braking to help power onboard electrical systems, and adds start/stop to the powertrain. Finally, the so-equipped trucks have a six-percent improvement in aerodynamics, thanks to a soft tonneau cover and active grille shutters in the front fascia. Great news is, the eAssist option is relatively inexpensive, only costing $500. But good luck getting your hands on one.