Ford is preparing for a production loss of 90,000 units due to the extensive change over for the 2015 models. Since Ford knows that they cannot make enough trucks to meet demand they are cutting back on incentives and intentionally forfeitting some sales.
http://wallstcheatsheet.com/automobiles/ford-is-ready-to-forfeit-90k-f-150-pickups-for-factory-retooling-effort.html/?ref=YF
GM went through the same thing last year. This makes it easier for them to increase relative production this year and they have a lot of inventory to work with. Also, GM was so embarrassed when Ram outsold them a few months ago that they have ramped up incentives.
What GM needs to be worried about is that sales of their brand new truck are barely keeping up with the market selling against an about to be discontinued truck, even with very high incentives. It is going to get very interesting when Ford gets their new truck in full production. Of course, it could just mean that Ford sells theirs for sticker price while Chevy puts even more cash on the hood. I expect Ram to continue market gains but at a slower pace unless they can keep bringing out innovations like the Eco-diesel and air suspension.
