Chrysler Group has announced dismal U.S. March sales figures and they mean that the Fiat-run automaker is the only one of the big players on the market not to post double-digit gains during the period, it was down 8.3 percent to 92,623 vehicles last month compared to 101,001 during the same month a year ago.

While Chrysler's sales continued to go south last month, GM, which also went through a major Chapter 11 bankruptcy restructuring process last summer, regained its number one slot with its sales up a fifth: 188,546 vehicles last month compared to 156,380 during the same period a year ago. Stripping out the brands it is in the process of shutting down or selling, including Saturn, Hummer and Saab, its remaining brands performed even better: Chevrolet sales were up 41 percent to 133,165 units, Cadillac was up 42 percent, Buick climbed 76 percent, and GMC gained 45 percent. Five thousand units behind was Ford, and with 183,783 units sold it was up 39.8 percent. Toyota, which has kicked off a new incentive war last month as it bounced back from its troubles was up 40.7 percent while Honda was up 22.5 percent.

Chrysler Group had a mixed month as it struggles on with old models: the Chrysler brand was up 1 percent year-on-year while Jeep was up 3 percent. Meanwhile Ram faded 11 percent and Dodge was down 19 percent. Chrysler Group however pointed to a 10 percent month-on-month increase. “New products like the 2010 Ram Heavy Duty pickup truck and Dodge Caliber with an all-new interior are resonating with consumers, resulting in increasing sales,” said Fred Diaz, President and Chief Executive Officer – Ram Truck Brand and Lead Executive for the Sales Organization. “Consumer confidence indicators are up this month and traffic in dealership showrooms continues to grow.”

Chrysler Group finished the month with a 58-day supply (207,510 units) of inventory, a 41 percent decline compared with March 2009. Overall industry figures for March are projected to come in at an estimated 12.0 million SAAR. “Chrysler Group is pleased with the month-over-month and retail sales improvements, we believe it is an indicator of the company’s health,” believes Diaz. “Last year at this time, the old company was buying market share with high incentives in an effort to stave off bankruptcy; this year consumers are purchasing our products for the quality, value and industry-leading features.”

The positives for Chrysler Group's sales during March include Ram Heavy Duty pickup truck sales posting a 20 percent year-on-year rise; Chrysler brand sales (19,780 units) posted an 1 percent increase versus March 2009; Chrysler Town & Country and Chrysler Sebring (sedan and convertible) all posted year-over-year sales increases; Jeep Brand sales (24,393 units) increased 3 percent versus the same time period last year with Compass, Patriot, Grand Cherokee and Commander sales all climbing year-on-year; The Dodge Challenger (3,211 units) posted a year-over-year sales increase of 36 percent while the Caliber's sales (2,932 units) increased 30 percent compared with last month.

While Chrysler is continually at the forefront of steep incentives it has been squeezed this month by Toyota rolling out its own discounts, centering on zero percent financing on its top-selling models, to counter several months of negative publicity focusing on its mass model recalls, and its key rivals have quickly followed suit. Chrysler Group has in turn announced a fresh round of incentives for the month, kicking off with the company’s “Minivan Event.” The company has expanded the “Minivan Pledge” to any consumer purchasing a 2010 model year Chrysler Town & Country or Dodge Grand Caravan. The “Minivan Pledge” allows a consumer purchasing a new 2010 model year Dodge Grand Caravan or Chrysler Town & Country minivan to return the vehicle, no questions asked, within 60 days if they aren’t happy with the vehicle, or the customer can choose $500 bonus cash in lieu of the 60-day “Minivan Pledge.” Consumers should see their participating local Chrysler, Jeep, Dodge and Ram Truck dealer for full program rules. Meanwhile “0 percent PLUS” continues through May 3 on most 2010 model year vehicles.