Dodge continues to build commercial vehicle momentum

Posted on August 25th, 2008 • by David Zatz

Just two years ago, Dodge re-entered the commercial vehicle market in earnest for the first time since the mid-1970s. The result has been considerable success despite a poor economy: in the first half of 2008, Dodge’s slaes in the Class 3-5 segments rose 132%, with commercial sales in general growing to 20,177 units for the first half of 2008 (a 123% increase over 2007).

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Dodge’s total retail market share for Class 3-5 trucks is 21%. The Ram 3500 Chassis Cab has a 27% retail market share; Ram 4500 and 5500 grew to 16%, making Dodge the fourth largest maker of commercial vehicles. The trucks boast best in class fuel economy and low ownership costs, with brakes that last up to three times as long as comparable Ford trucks.

Dodge now offers a full line of Class 2-5 commercial vehicles from the Cargo Van (a modified Grand Caravan whose sales are likely to swing up now that interior window blocks are available) to the Class 5 Ram 5500.

In returning to the Class 3 segment, Dodge set the new commercial standard with the Ram 3500 Chassis Cab, which quickly achieved a 29% market share in less than one year, surpassing the historic leader Ford and leading the segment in four out of the last six months of 2007.

Last year, Dodge extended its reach into the Class 4 and 5 medium-duty markets with the Ram 4500 and 5500 Chassis Cabs, with fuel economy that is 14% better than comparable Ford models and 23% better than Chevy and GMC. Dodge continues its climb in the medium-duty segment and achieved a 16 percent share of the Class 4 and 5 retail market in less than one year.

In 2007, Dodge sold 33,500 commercial vehicles, including the Mercedes Sprinter. Through the first half of 2008, Dodge sold 20,177 commercial vehicles.

A new national dealer program, Fleet Elite, was set up to provide a world-class dealer experience to Fleet and Fleet Management Company (FMC) accounts and customers. Fleet Elite is a dealership certification program with specialized facilities, staffing, and processes. Target dealers are selected based on their volume of courtesy deliveries, “fleet-friendly” practices, and expertise with the Five-Star program.

Launched in 1999 and offering no-cost enrollment, Dodge BusinessLink is a full-service commercial program comprised of a select network of Dodge dealers who offer assistance including dedicated account managers and sales teams, next-bay service and technicians, extended hours, and free loaner vehicles. BusinessLink also includes Dodge’s “On The Job” program which offers discounts on upfits and direct cash incentives and savings on almost all Dodge commercial vehicles.