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Detroit Three's lucrative pickup war intensifies as Ram makes big gains

DETROIT — The battle for profits from sales of large pickup trucks is intensifying among the Detroit Three automakers as sales of small cars in the United States shrivel. For decades Ford has had the single best-selling truck brand in its F-Series trucks. General Motors' Chevrolet brand was a solid No. 2, and Fiat Chrysler Automobiles' Ram was a distant third. Now, that hierarchy may be in flux. Sales figures for December and the fourth quarter released on Thursday show Ram tied with GM's Chevy for the No. 2 spot, as sales of the redesigned Ram pickup surged, fueled in part by demand for an optional 12-inch (30.48 cm) dashboard screen. Chevy not long ago held second place to Ford by a wide margin. GM executives said on Thursday they are bullish on their new GMC and Chevy trucks for 2019.Related: How the Detroit Three's pickups compare on paper 2019 Ram 1500 Laramie review 2019 Chevy Silverado 2.7L four-cylinder review 2019 Ford F-150 2.7L EcoBoost review "There's no doubt this segment (pickup trucks) is one of the epicenters of the auto wars," said Sandor Piszar, director of marketing for Chevrolet at GM. "It's been that way forever, and we wouldn't have it any other way." On Wall Street, investors give electric car leader Tesla a higher valuation than any of the Detroit automakers. But in the nation's heartland, big pickups remain far more popular and profitable than any electric car — and most other consumer vehicles of any kind. Large pickups generate at least $17,000 a vehicle in pretax profit for GM, the company has indicated in disclosures to investors. By contrast, many Detroit Three sedans are so unprofitable, their manufacturers have decided not to build them anymore. 'Hotly contested' Sustaining sales and pricing in the large-pickup segment will be critical in a year when most forecasters expect overall U.S. car and light truck sales to fall. Ford's U.S. sales chief, Mark LaNeve, on Thursday called the F Series "the backbone of our franchise" during a conference call, and added the "segment will continue to be strong, but hotly contested" in 2019. Automakers are banking on pickup truck sales to stay strong even if U.S. interest rates continue to rise. Rising interest rates translate into higher monthly car payments and are expected to deter some buyers in 2019. GM has said 27 percent of Chevrolet and GMC trucks — which can haul trailers by day and substitute for a luxury sedan by night — sell for more than $55,000.

GM dealers unhappy about pickup prices

The backlash is beginning. Following General Motors' price hike of the Chevrolet Silverado and GMC Sierra last week, dealers across the country are expressing their ire over increasing prices in the face of rebates and discounts on trucks from Ford and Ram.
Speaking to Automotive News, Sam Pilato, the general manager at Dimmitt Chevrolet in Clearwater, FL, Silverados are "selling very poorly." W. Carrol Smith, the president of Monument Chevrolet in the heart of truck country, Texas, said, "[GM's] position is that the vehicle stands on its own and it doesn't need a bigger rebate. That's not what the market is telling us."
According to AN, that's the general attitude amongst Chevy and GMC dealers across the country, where the twin pickups are getting butchered in sales by competitors offering up to $9,000 off their sticker prices. Part of the problem for GM is that its trucks are arriving on the market near the end of the current F-150's lifecycle, a fact that Ford has taken advantage of.

2025 GMC Sierra EV rumored to offer a smaller 170-kWh pack as standard

It's kind of wild that you can order a 2024 GMC Sierra EV Denali Edition 1 pickup, yet GMC hasn't released specific figures for battery capacity; maybe that's info you only get after putting down a deposit. Adding to the mystery, the 2025 GMC Sierra EV, already being promoted at the GMC site and which will be available later this year, will add a second battery. GM Authority says the pack in the 2024 truck (that only comes in one trim) is the 204-kWh pack we already know from the GMC Hummer EV. In April, GMC raised the estimated range rating for that pack from 400 miles to 440 miles, upped towing capacity by 500 pounds to 10,000 pounds, and raised max payload capacity by 150 pounds to 1,450 pounds. For 2025, GMA says the the Sierra EV range will add a smaller 170-kWh pack for lower trims.  Trims, you ask? Yes, next year's standard Denali trim will be joined by AT4 and Elevation trims. The AT4 will come with trail-use perks like four-wheel steering, CrabWalk, and two additional inches of ground clearance thanks to 18-inch wheels wrapped in 35-inch all-terrain tires, plus Super Cruise and a spray-on bedliner. Optional features on the AT4 include a DC fast charge upgrade to 350-kW, GMC's MultiPro MidGate, and the 10.2-kW Power Station Pro. The Elevation, typically a lower trim in GMC's vehicle lineups, comes with a power-operated frunk, the MultiPro tailgate, and sits on 18-inch wheels in 33-inch rubber. The Elevation options menu will offer the MultiPro MidGate, Super Cruise, spray-on bedliner, Power Station Pro, and fast charge upgrade. The Denali will come with all of these tech features standard, but sit on 24-inch wheels in 35-inch rubber. New colors will expand the palette from the sole option today, Thunderstorm Gray, to include Deep Ember Tintcoat, Deep Ocean Metallic, Moonlight Matte, Onyx Black, and Summit White. Back to the battery, the 2025 Sierra EV's order guide shows two pack options, an Extended Range and a Max Range, without giving capacity figures. GMA believes this will be a 20-module pack of 170 kWh, powering a range of around 380 to 390 miles. The 2025 trucks reportedly begin heading down lines in early September, starting with the Denali trim, so information should be forthcoming in the not-too-distant. The AT4 and Elevation trims will reach dealerships early next year.