Combined GMC Sierra / Chevy Silverado vs Ford F-Series Sales – GM Actually Sold More

Every time GM makes a claim against Ford attempting to make a point that some facet of their trucks fair better against their Ford counterpart, (such as the GM marketing team’s recent viral campaign to drop cinder blocks in the beds of both trucks), Ford’s response is always a variation of:

“When you’re the market leader for 39 years, competitors sometimes try to take shots at you with marketing stunts. The fact remains that F-150’s high-strength, military grade, aluminum alloy cargo box offers the best combination of strength, durability, corrosion resistance, capability, safety and fuel efficiency ever offered in a pickup. We have built nearly a million new F-150s, and our lead over the competition continues to grow.”

It is definitely true that more F-series pickups are sold than Chevy Silverados. However “market leader for 39 years” isn’t necessarily the case. GM actually closed the gap last year between F-Series and combined Silverado / GMC Sierra sales. In 2015, GM actually sold 44,329 more full-size pickups than Ford.

Silverado / Sierra F-series 2010 499,929 528,349 2011 564,300 584,917 2012 575,497 645,316 2013 664,803 763,402 2014 741,588 753,851 2015 824,683 780,354 2016 313,294 324,307

Sources:

I’d much prefer that GM & Ford actually trade barbs on mechanical merits than to respond to a mechanical strength claim with “but we sell more, so the customer must be right.”

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