Is the order rush a sign of what's to come?
Manufacturers can perfect, polish, and push their products with all their might, but at the end of the day only one thing really counts – how successful were they in persuading you to actually buy their products?
You can imagine that the guys over at Ram were sweating out the first weeks of February as they opened up ordering for the 2014 Ram 1500 EcoDiesel. This “superstar” 1/2-ton touts the best highway-cycle test result ever achieved by a fullsize ½-ton pickup with an EPA rating of 28 mpg. This fuel-sipping pickup packs 420 lb-ft of torque and boasts 9,200 lbs. of towing capacity. Reviews from the few who have piloted this light-duty diesel seem positive. But would the orders come?
The answer is a resounding yes. Ram quickly filled the initial allocation for the EcoDiesel between the afternoon of February 7th and the morning of February 10th, receiving more than 8,000 orders. That’s about 115 EcoDiesels ordered per hour, or about 2 per minute. About 50-percent of the total order mix was for the EcoDiesel. An all-time high was achieved as the special order rate (already paid for by customers for a truck they’ve yet to test drive) was nearly twice the corporate average.
“The Ram 1500 is the only half-ton truck available with a diesel, so we see this as incremental business by having the only truck that can offer best-in-class fuel economy of 28 MPG combined with 9,200 lbs. of towing capacity,” said Reid Bigland, President and CEO — Ram Truck Brand, Chrysler Group LLC. “It’s every truck manufacturer’s dream to have this kind of initial order demand for a product. Fuel economy is the No. 1 request of half-ton buyers and the Ram 1500 EcoDiesel delivers without compromising capability.”
With shipping expected in March, delivery within the first quarter of 2014 is reasonable. Can’t find one at a local dealership? Your next chance to order an EcoDiesel Ram 1500 will be in early March.