When automakers unveiled an all-new, full-size pickup a couple years ago, copious amounts of cash would pour in for months on end. A lousy economy and a flat-lined auto industry has made the launches of the 2009 Ford F-150 and Dodge Ram far less exciting for their perspective owners, and proof can be found in the form of cash on hoods. Both trucks hit the market with substantial incentives to help push the new haulers into the hands of truck-weary Americans.
The F-150 comes with $2,000 in factory rebates regardless of cab configuration, and the Ram 1500 gets $1,000 and the 2500 and 3500 receive $2,000 in OEM assistance. The move comes as little surprise as the construction projects in the US have slowed and this summer's $4 per gallon gasoline has scared thousands of potential buyers out of the truck market. Both Ford and Chrysler (GM?) are hoping monetary assistance will bring those buyers out of hiding and into their local Ford or Dodge dealer.