In spite of the buyer trend away from SUVs and pickups, Dodge has launched the 2009 Dodge Ram 1500 in both crew and quad cab versions with purchase incentives of as high as $1,000 through September 30.

Although no advertising campaign has been launched about the incentive program, full details are available at dodge.com. With a high inventory of 2008s still on dealer lots, buyers can get incentives of 40% on those unites with $1,000 offered on the crew and quad cab 2009 and $500 on the regular cab.

Eileen Wunderlich, a spokeswoman for Dodge, said, "We're committed to remaining competitive with our new truck pricing, and that includes offering modest incentive and lowered MSRP pricing."

The sticker price on the 2008 Ram quad cab 4x2 SLT is $31,675. The 2009 version of that model has been set at $30,675. Standard equipment includes side curtain airbags, four-wheel antilock brakes and an electronic stability program. ABS was offered on the rear wheels only for the 2008 quad cab and stability control and side curtain airbags were optional.

Earl Hesterberg, chairman of Group I Automotive Inc., was quoted by Automotive News in reference to the incentives. "You need money on it because you're trading somebody out of a truck they're upside-down in." Because used-truck values have fallen so dramatically, he said, "you're going to need some money to make a deal. I don't think it's a sign of weakness on pricing. I think it's a sign of what's happened on the used-truck market."