Chevrolet is set to run a national promotion next month that offers supplier pricing on all Silverado pickup models. The promotion by General Motors’ unit comes as industry watchers are on their toes over an increase in profit-eroding incentives as vehicle inventories are surging and industry-wide sales growth is flattening.
Chevrolet will run its Truck Month promotion for all of March, offering the same price on 2014 light-duty and heavy-duty Silverados that GM offers to employees of its suppliers, according to a summary of the plan provided to dealers.
Supplier pricing refers to the dealer invoice price, destination charge and a $150 program fee. The promotion could be the broadest discount that GM has offered yet on the 2014 Silverado, which was launched in summer 2013 as the first redesign in seven years. Chevrolet is phasing out the heavy duties to pave way for the redesigned 2015 models, which were rolled out in January.
For this month, GM is offering supplier pricing only on pickups powered by V-6 engines as part of its Presidents Day sale. The March truck promotion will be combined with a Chevrolet Open House Event that offers supplier pricing, or less, on all 2014 cars except the Corvette and SS sports sedan.
According to the summary sent to dealers, the promotion will have an advertising line that says: "The price you see is the price you pay! Or less!". GM dubs the sale as an "unprecedented promotional assault."
For instance, a two-wheel-drive, double cab Silverado 1500 in the All Star Edition package can be acquired for $30,828 after applying the March discounts (typical sticker price is $37,520).