GM ups incentives on Silverado after losing to Ram in March 2014 sales

Article by Christian A., on April 4, 2014

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.

Building on the brand’s 95 years of truck heritage, the new Chevrolet Silverado is setting new standards for full-size pickups. For the 2014 model year, the new Chevrolet Silverado could be powered by any of the three powerful yet efficient EcoTec3 engines, as backed by revised steering, suspension and brakes. Aside from boasting of stronger and more comfortable cab, the new Silverado comes loaded with innovative solutions for cargo management as well as true towing and hauling capabilities.

Mark Reuss, president of GM North America, pointed out that their customers depend on their trucks to run their business, earn a living or take care of their families. This is the foundation of Chevrolet’s commitment to provide customers the most-refined, best-engineered pickups.

When launched, the 2014 Silverado will join Chevrolet's three-truck portfolio that already includes the Chevrolet Silverado 2500 and 3500 HD pickups since the 2011 model year. Furthermore, Chevrolet is currently in the midst of the development of an all-new Colorado midsize pickup, which would be designed to deliver proven truck capability in a package that saves both space and fuel.

Chevrolet designed and engineered each element of the 2014 Silverado 1500 to cater to the needs and wants of its full-size truck customers. At the same time, the new Silverado is expected to boost Chevrolet's reputation for building the most dependable and most durable full-size trucks.

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