Upset that Ram outsold the Chevrolet Silverado in March in the United States, General Motors wasted no time and resources to recover what it believes belongs to it – sales and shares in the US pickup truck market. The Ram sold 42,532 pickups in the month while the Silverado delivered 42,247 units.
The results prompted Chevrolet to extend its March Truck Month promotion into April, hike lease incentives and boost consumer savings on certain Silverado models. Chevrolet Vice President Brian Sweeney wrote in the brand’s Dealer Playbook for April that there will be an additional $1,000 of bonus cash on light-duty Silverado double cabs aimed that allow them to “get after the heart of the pickup market.”
The March Truck Month promotion offered discounted supplier pricing for all buyers on 2014 Silverado trucks as well as savings of up to $7,541 on certain models. Chevrolet boosted those bonuses for this month; bringing up consumer savings on 2014 models up to $8,162 for the light-duty double cab V-8, and up to $8,974 for a 4x4 diesel Silverado 2500HD crew cab.
According to GM spokeswoman Ryndee Carney, the April Truck Month was “strategic and targeted incentives” to move double-cab versions of the Silverado. But an e-mail by a GM district manager to dealers in northeast US -- obtained by Automotive News – shows disbelief that Ram outsold Chevrolet in March.
“Time to take the gloves off and go back and take back what rightfully belongs to every one of you,” the GM district manager wrote. The e-mail detailed a regional lease offer placing Silverado payments at $269 per month with a down of $1,900. Ram has an advertised lease of $259 per month, with a down of $2,999.