2009 Dodge Ram: Priced Less than '08 Ram - On Paper
August 13, 2008
By Michelle Krebs
DETROIT -- Chrysler announced Wednesday its new 2009 Dodge Ram 1500 that goes on sale this fall will have a starting price of $22,170, about $900 less than the list price of the least expensive 2008 Dodge Ram 1500.
Still, the new Ram faces stiff competition from the old Ram, Edmunds.com's analysis shows.
The 2008 Dodge Ram 1500, the least expensive of which lists for $23,050 including the $900 destination fee, is selling well below that amount and taking a long time to sell even at the lower-than-list prices.
Chrysler is doling out on average $7,458 in incentives on each '08 Ram it sells, according to Edmunds.com's True Cost of Incentives (TCI) data, which takes into account all of the manufacturers' various incentives programs, including subvented interest rates and lease programs as well as cash rebates to consumers and dealers.
The entire full-truck segment has gone from bad to worse as 2008 has worn on. In June, the industry recorded the lowest volume in recent memory for large trucks, and July registered the highest incentives and highest days-to-turn rates - the number of days it takes from arrival of a truck at a dealership to it being purchased.
The Ram led the pack in terms of incentives as well as days-to-turn - more than 100 days, according to Edmunds.com's analysis.
"It's going to be very difficult for Dodge to sell new trucks while having that big of a problem with its carryover model," said Jessica Caldwell, Edmunds.com's manager of pricing and industry analysis.
Indeed, Chrysler executives' acknowledge the situation. "It's a challenging time to introduce an all-new light-duty pickup," said Mike Accavitti, Director - Dodge Brand and SRT Global Marketing and Communications. "But Dodge never backs down from a challenge."
Accavitti pointed out the 2009 Dodge Ram not only has a lower sticker price but more standard features than the 2008 Ram that "gives consumers thousands of dollars more in value."
Among the new features offered on the new Ram are: a coil spring, multi-link rear suspension; "RamBox" weatherproof, lockable, illuminated, drainable storage bins along the bed sides; store-in-the-floor bins with removable liners; live Sirius Backseat TV™ and surround-sound audio system.
The new Ram comes in three cab configurations, including Ram's first crew cab, with three box lengths, five trim levels (ST, SLT, TRX, Sport and Laramie), new exterior and interior styling and many more features. Starting prices, which consist of the base MSRP and a $900 destination fee, for 2009 Dodge Ram models are: $22,170 for regular cab models; $26,225 for Quad Cab models; and $32,530 for Ram Crew 1500 models.
Posted by Michelle Krebs at 7:36 AM under Analysis , Chrysler , Featured | Comments (0) | digg this | Seed Newsvine
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