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Deep discounts — $12K, $13K, $16K — are fueling a pickup price war

Heavy discounts of up to $16,000 per vehicle are fueling a "truck war" among full-size pickups sold in the United States by the Detroit Three, a Reuters analysis shows. Strong U.S. sales this year of the highly profitable big trucks have helped offset lagging passenger car sales. But it is not clear how much of the truck demand is linked directly to ample factory incentives and dealer discounts, or how far sales might decline without those subsidies. A Reuters survey of Ford, General Motors Co's Chevrolet and Fiat Chrysler Automobiles's Ram truck dealers across the United States indicates stores are offering deep discounts the country's bestselling full-size pickup trucks. "The walls are not crashing down on full-size trucks," said Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions in Chester Springs, Pennsylvania. Detroit-based automakers want to keep cranking out their high-margin trucks, he added, and "giving up a little of the profit is the cheapest way to do it." Stores are offering discounts of up to $12,000 on the 2018 Ford F-150, which remains the best-selling vehicle in the country, recording more than 80,000 sales in May. Discounts run up to $13,000 on the 2018 Chevrolet Silverado and as high as $16,000 on the Ram 1500. Average transaction prices for full-size pick-ups range from around $42,000 to $45,000, industry analysts and automakers say. All three companies are spending furiously - GM and Fiat Chrysler to help sell off carryover 2018 trucks to prepare for redesigned 2019 models, and Ford to sustain its long-held sales crown. A supplier fire that temporarily shut down production of the F-150 last month "changed the game," said Jeff Schuster, senior vice president of forecasting at LMC Automotive in Troy, Michigan said. The supply halt nudged Ford's crosstown rivals "to ratchet up incentives on the current models to go after weakness at Ford," he said. Deals advertised on the companies' official websites range from rebates and low-interest loans to ultra-cheap lease rates, but they are not telling the whole story. Ford, for instance, advertises a $2,000 rebate and a $500 financing credit on sales of certain F-150 models. But James Collins Ford in Louisville, Kentucky, is offering discounts of up to $12,215 on the 2018 F-150 XLT SuperCrew 4x4. The price cuts are even steeper at a number of GM and Fiat Chrysler dealers. Quirk Chevrolet is selling the 2018 Silverado 1500 Double Cab at $13,000 off sticker.

Fiat Chrysler's profit boosted by Ram and Jeep in North America

MILAN/DETROIT — Fiat Chrysler took the market by surprise by sticking to its full-year profit guidance on Wednesday after a strong performance from its Ram pickup truck in North America helped it defy an industry slowdown. Chief Executive Mike Manley, in FCA's first earnings release since a failed attempt to merge with France's Renault, also left the door open to that or other deals. "We are open to opportunity," Manley said on a call with analysts. "I have no doubt why there still would be interest in it," he added, when pressed on what it would take to revive talks with Renault. Manley declined to comment further. FCA last month abandoned its $35 billion merger offer for Renault, blaming French politics for scuttling what would have been a landmark deal to create the world's third-biggest automaker. Manley said a merger was not a must-have and Fiat Chrysler's business plan was strong. The company said it remained confident its adjusted earnings before interest and tax (EBIT) would top last year's 6.7 billion euros ($7.5 billion). Given disappointing forecasts from other automakers this earnings season, FCA's confirmation of the outlook sent Milan-listed shares in the Italian-American automaker, whose other brands include Jeep, up over 4%. A broad-based auto sales downturn has rattled the sector, forcing FCA's competitors — including Renault, Daimler and Aston Martin — to cut their sales forecasts after second-quarter results, while U.S. carmaker Ford gave a weaker-than-expected 2019 profit outlook. Japan's Nissan, a long-term partner of Renault, said it would cut 12,500 jobs by 2023 after its earnings collapsed. In the second quarter FCA's adjusted EBIT totaled 1.52 billion euros, versus analysts' expectations of 1.43 billion euros, according to a Reuters poll. FCA's U.S. shipments were down 12% in the second quarter but the group said that the successful performance of its Ram brand resulted in an enhanced share of the large pickup truck market of 27.9%, up 7 percentage points from last year. Adjusted EBIT margin in North America rose to 8.9% from 6.5% in the first quarter, thanks to strong demand for the heavy-duty Ram and the new Jeep Gladiator pickup. Chief Financial Officer Richard Palmer also said FCA expected to report up to 10% margins in the region in both the third and fourth quarters.

Ram 1500 Rebel OTG concept shows up in a patent filing

Stellantis filed a patent with the U.S. Patent and Trademark Office on April 12, initially found by Car and Driver, in the generic category "Automobile Body." But the images within portray a specific vehicle: The 2020 Ram Rebel 1500 Off the Grid (OTG) concept from the 2019 SEMA show. That concept dipped a regular old Ram in a vat of Mopar and third-party accessories, the result a rig built for bugging out. Off-the-shelf and custom Mopar gear included a larger grille with flow-through RAM lettering, a steel front bumper with integrated off-road lights, a high-rise snorkel, side steps doubling as rock rails, a two-inch lift kit, and fender flares over beadlock wheels wrapped in 35-inch Goodyear meat. The Ram Power Wagon donated its 10,000-pound Warn winch, the Ram Tradesman donated its rear bumper for a better departure angle and vinyl interior flooring. This could be considered the base form of the truck, and it's what the patent drawings illustrate — a rig Stellantis could put on a dealer floor in 48 hours. The third-party accessories are missing. On the concept, those were a Yakima rooftop basket and utility rack with more LED lighting, a rooftop tent, awning, and solar array, and a bed-mounted slide-out cooking area and cooler from Dometic. With factory-built hardcore off-roaders even more popular than they were in 2019, the question is whether Ram plans to throw a Rebel-based hat in the ring. Muscle Cars & Trucks wonders if Ram is considering dividing its performance truck lineup into a big-bore go-fast TRX side challenging pickups like the Ford F-150 Raptor and a hardcore expedition side taking on pickups like the Chevrolet Silverado ZR2. The concept Rebel OTG was powered by the 3.0-liter V6 EcoDiesel with 260 horsepower and 480 pound-feet of torque, which would be another big differentiator on a showroom floor. Or, as C/D muses, this could be a template for a Mopar special edition, something Ram can test the waters with before committing. Or, as with so many other patents, it could be nothing. If nothing else, it's nice to see Ram still thinking about it. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.