Chevrolet will offer supplier pricing on light and heavy-duty Silverados throughout the month of March as part of its Truck Month event, according to Motor Trend. Additionally, Chevrolet will also offer supplier pricing on the rest of the 2014 model lineup, excluding the Corvette Stingray and SS sedan, through its Chevy Open House event.
The incentives are meant to boost sales of the redesigned Silverado pickups, which have experienced a slow launch year since they first went on sale last summer. Chevy is also looking to rid of the remaining inventory of 2014 Silverado Heavy Duty models to make way for the redesigned 2015 HD models, which are beginning to arrive on dealer lots.
During “Truck Month”, buyers can purchase a vehicle for dealer invoice pricing plus destination fees and a $150 program fee. An example provided by Chevrolet indicated a 2014 Silverado Crew Cab with the All-Star Edition package will be reduced from $37,520 to $30,828 during the promotion. The Chevy Open House promotion will provide similar discounts as those on the Silverado, or even lower.
“It’s no secret that Silverado sales are vitally important to our mutual success. Dealers everywhere want and need Truck Month to win against Ford and Ram,” a statement from Chevrolet sent to the dealers read.
General Motors has lost market share to Ford and Ram since it first put the redesigned Silverado on sale last year. According to Automotive News data, in four of the last five months, GM’s pickup truck market share fell to 33 percent from the usual 35-40 percent. An analyst with Barclays Capital described the launch earlier this week as “arguably the least successful large pickup launch over the last 15 years.”
GM will also extend the Open House event incentives to Buick and GMC models. GM has not yet specified if the Sierra pickup will be included in the Open House offers.