Full-sized trucks are popular among American consumers, known for their versatility, power, and towing capabilities. Let’s take a look at the sales figures for Q2 2023 and compare them with Q2 2022, and see where Ram stands. 

Q2 2023 Sales Numbers – 

1. Ford F-Series: During the second quarter of 2023, Ford sold 212,516 units of the F-Series trucks, a significant increase compared to the 158,644 units sold during the same period in 2022. This represents a substantial percentage increase of 33.95%. The F-Series trucks accounted for 28.97% of the full-sized truck sales during Q2 2023.
2. Chevrolet Silverado: Chevrolet sold 181,548 units of the Silverado during Q2 2023, compared to 140,720 units in Q2 2022, indicating a percentage increase of 29.05% year over year. The market share of Chevrolet for Q2 2023 stood at 24.80%.
3. Ram Trucks: Ram Trucks sold 117,699 trucks in Q2 2023, which is almost unchanged from the 117,867 units sold in Q2 2022. This resulted in a slight percentage decrease of -0.14%. Ram’s market share for Q2 2023 was 16.08%.
4. GMC Sierra: GMC sold 75,810 units of the Sierra during Q2 2023, compared to 62,321 units in Q2 2022. This represents a percentage increase of 21.67%. GMC’s market share for Q2 2023 was 10.36%.
5. Toyota Tundra: Toyota sold 32,084 units of the Tundra during Q2 2023, compared to 21,673 units in Q2 2022. This indicates a significant percentage increase of 48.16%. Toyota’s market share for Q2 2023 was relatively small at 4.38%.
6. Nissan Titan: Nissan sold 6,512 Titans during Q2 2023, compared to 4,797 in Q2 2022. This represents a percentage increase of 35.74%. Nissan’s market share for Q2 2023 is minuscule at 0.89%. We can’t imagine the Titan will remain on the market for much longer. 

In Q2 2023, the best-selling full-sized truck brand in the United States was Ford, with 212,516 F-Series Trucks sold. Chevrolet followed closely behind with 181,548 Silverados sold, and Ram came in third place with 117,699 trucks sold. GMC, Nissan, and Toyota also had notable sales figures. Notably, both Nissan and Toyota experienced significant percentage increases in sales compared to the previous year.

Year-To-Date (YTD) Sales:

Now, let’s look at full-size truck sales during the first half of 2022 compared to 2023. Here’s a summary:

• Ford F-Series experienced a significant increase of 27.9% in YTD sales.
• Chevrolet Silverado had a modest increase of 1.8% in YTD sales.
• Ram Trucks faced a decline of 9.0% in YTD sales.
• GMC Sierra showed a notable growth of 20.2% in YTD sales.
• Toyota Tundra witnessed a substantial increase of 34.8% in YTD sales.
• Nissan Titan experienced a slight decline of 5.9% in YTD sales.

Overall the full-sized truck market increased by approximately 10.7% in the first half of 2023 compared to the first half of 2022. All manufacturers aside from Ram and Nissan are also seeing sales gains, so what can Ram do to claw their way back? In 2019, Ram grabbed the second-place spot in full-sized truck sales for the first- time ever. In 2020 Chevrolet took the second-place sales spot back, with Ram again taking that spot back in 2021. Currently, Ram is behind Chevrolet by 41,021 units for second place, and we do have six months left in the year, but Chevrolet seems to have momentum that Ram doesn’t, so we will see how it plays out. 

What Should Ram Do?

The fifth-generation Ram 1500 debuted in early 2018, with the new Ram HDs coming a year later in early 2019. Since then, GM launched their all-new 1500s for the 2019 model year, which were given a 2022 refresh to address criticisms, and new HDs in 2020, which have been given a refresh for 2024 and are currently landing on dealer lots. Ford also released an all-new F-150 for 2021, with a refresh about to drop for the 2024 model year, and Ford also just released an all-new Super Duty. Last year Toyota launched an all-new Tundra. What can Ram do to pick up market share? We know a refresh is coming. Here are my thoughts about what Ram needs to be at the top of the class:

Powertrains: Aside from the TRX, the Ram powertrains just aren’t class-competitive. If you look at the segment leaders (Ford and GM), they offer a broad range of powertrains across their truck lineup. Ram has just the 3.6-liter Pentastar V6 and the 5.7-liter HEMI® V8. Neither is at the top of its class in either power or fuel efficiency. I would prefer to see something similar to Ford’s powertrain lineup.

If Ram offered the 3.6-liter Pentastar V6 as the base powertrain, twin-turbocharged 3.0-liter Hurricane S.O. inline-six, Hurricane H.O. inline-six, and then got rid of the 5.7-liter and offered the 6.4-liter HEMI as an option, that would put them in good shape.

Bonus points if they provided at least one hybrid option paired with one of the hurricane powertrains and brought back a small diesel. With how poorly electric trucks do with towing, I believe that the first manufacturer that makes a plug-in hybrid (PHEV) electric truck wins. The HDs need an 8 or 10 speed transmission paired with the Cummins turbodiesel. 

Styling: The Ram is still a great-looking truck. I don’t think much needs to be done here. Maybe a quick nip/tuck and sharpen some edges. For HDs, I think they need to go to the fifth-generation cab as I believe using the fourth-generation on HDs limits them compared to the competition. 

Interior: Ram still has the nicest cabin in the class. We have seen the direction they’re going with the production Ram Rev with the larger screen and the addition of a passenger screen, and I think that will keep them at the top of the class. 

Technology: Rams are fairly tech-packed trucks, but Ford has Bluecruise, and GM has Supercruise, so I’d like to see Ram add hands-free highway driving tech—also, massage seats on upper trims (which we know is coming).

Off-Road: What about a half-ton Power Wagon?

Street Truck: According to the internet, there’s a lot of demand for a street-style truck, although that remains to be seen. Ram teased one when the fifth-generation came out, and I like the G/T package, but who will be the first manufacturer to make a two-wheel-drive lowered street-style truck?

Those are my quick thoughts on some changes that could be made to bring demand back up for the Ram trucks; let us know what you think in the comments below.