Ultimate Irony: Cheap Oil Hurting Texas Truck Sales

Ultimate Irony: Cheap Oil Hurting Texas Truck Sales
Image: Ram

When a oil gets cheap, Americans shortsightedly decide they suddenly have more money to burn on a vehicle. Except for the ones selling the oil.

Data-logging outfit IHS Automotive told Wards Auto that truck registrations “went from 13.4% in 2014 to 14% of the total light-vehicle market in 2015.” A little increase in segment popularity. But that same data house says “fullsize pickup registrations in Texas fell 13.4% to 86,231 units in 2015 compared with the previous year.”

Texas truck dealers are bummed. Their situation is best summarized by this gem of a quote from Atascosa Dodge Chrysler Jeep Ram General Sales Manager Nick Flores in Wards; “We kind of had to semi-train our salespeople to actually sell. It took us a good 35 to 40 days, but we did adapt.”


Shucks! Gas is so cheap that dealers are actually having to work to sell trucks to oil barons. What a time to be alive.

“In the good old days, companies in the oil-field business would buy a dozen heavy-duty trucks at a time,” as Flores was paraphrased in Wards. “Now, they might buy two.”


Don’t worry though, it sounds like the people hocking pickup trucks are going to be just fine.

We look at it like a temporary thing,” San Antonio Mark Cross told Wards. “While we are waiting for a turnaround we can be concentrating on other areas. Good habits are formed in tough times.”

Besides, profits may be down from heavy duty full-sized commercial pickup trucks, but half-tons for the common man are still sitting pretty. Sales of F-150, Silverado 1500, Ram 1500, Tundra and Titan-sized trucks are still up across the Lone Star State by 0.5 percent in 2015 verses 2014.


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