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New Silverado, Sierra Are Great Trucks In Need Of More Excitement: Opinion Desk

It’s a hard fact to swallow, but despite having the newest full-size pickup trucks on the market, General Motors is losing market share in the segment with the all-new K2XX-based 2014 Silverado and 2014 Sierra. And even though weather and high incentives offered by competitors could be used as reasons for The General’s slipping share, it doesn’t change the fact that more truck buyers are opting for the competition’s Ford F-Series and Ram Trucks over their Chevy and GMC counterparts. The situation is troubling for GM, especially given that its trucks are very, very good.

And therein lies the true problem: despite having an excellent truck, GM is falling behind in sales volume, and it needs to counteract the downward spiral. But how does it do that without following Ford or Ram into the high incentives rat race? We believe that the answer is excitement. Yes, excitement.

While the Silverado and Sierra are excellent pickups and are class-leading in most metrics, they lack a certain level of exhilaration, passion, interest. They lack excitement, and are missing the “wow factor”, if you will. By comparison, the trucks from Ford and Ram have it. Ford’s F-150 Platinum, F-150 SVT Raptor, and F-150 Tremor are some of the most desired pickups ever, while the Ram Runner has the industry abuzz, as well.

But does excitement sell trucks? How many Raptors and Platinums does Ford actually sell? The answer to that is twofold: even though Ford might not sell that many units of its flagship F-Series models, it sure as heck is reaping the rewards in having the most desired and respected truck in the segment (I know I’ll get booed on this one, but it’s true). Simply put, consumers want those trucks, and that want creates appeal, desire, and “magic” around the product line often referred to as “image”. Sure, consumers might not be always able to afford these flagship vehicles, but that doesn’t stop the trucks from creating a significant amount of interest, desire, and mind share. And that beats having no interest, no desire, and no mind share in the marketplace.

Our suggestion? Create serious contenders to the Raptor (Black Ops Concept) and Tremor (like the Cheyenne Concept) out of the Silverado and/or Sierra. Nurture these sub-brands, and take the competition head-on in ads and marketing material. Let the fans, enthusiasts, and aficionados fall in love with them, and tell everyone and anyone they know about them. Because at the end of the day, (really, really good) practicality just doesn’t seem to be cutting it.

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Comments

  1. I agree, GM’s 1/2 ton truck division needs to step it up and be more competitive, GM has been doing good at improving the Corvette (Z06, ZR1, ’14 Stingray, Lord willing future Z06/ZR1) and Camaro (ZL1, Z/28), they should do something similar with their 1/2 tons.

    For the street truck they can use the same people that develop the performance Corvette/Camaro’s (to improve handling and power)

    and for a TRUE off-road model they can round up some pro off-road truck guys/builders (high speed desert off-roaders, rock crawlers, and suspension companies like KING, FOX, BILSTEIN, and CAMBURG) to work with their engineers and make a very capable and very well rounded off-road rig. Oh yeah and it shouldn’t just be a performer but look good too, unlike that ugly grille on that “reaper.”

    Reply
  2. Agreed. The High Country is a start but will not cut it against the competition.

    I think a Cheyenne variant of some sort and a direct Ford Raptor competitor are heavily needed.

    Will not be high volume, but ignite that spark of interest these awesome new trucks are lacking.

    Reply
  3. So I am one of those people who left Chevy and went to RAM. I did it in December when I sold my 08 Silverado and picked up a RAM 1500. I actually liked the look of the GMC a lot (the Chevy looks too generic, and the High Country looks like a trip through Pepboys) but the “all-new” truck didn’t have many of the options/features that the RAM did. I rented a Silverado to try it out and after my mind was made up. It didn’t feel like it was really a step up from my 08. The gauge cluster seemed to be angled downward which made the speeds at the top of the speedo (ironically highway speeds) hard to read. The trip computer, while larger than my 08, didn’t have much more to say (you have to go GMC Denalli to get the good dash, should have been an SLT option and standard on High Country). The RAM on the other hand has a 7″ display in the dash with all sorts of information and configuration options. It has WAY more in cab storage, I had to spend $200 for an under seat unit in my 08, and would have had to do it again. The infotainment screen in the RAM is only slightly bigger but looks much larger due to the Silverado’s large plastic waste on either side. The 8 speed in the RAM is easily one of the best automatics that I have ever driven. Then there are the options that GM doesn’t even offer like Keyless entry/start, air suspension, (something like) RAMBOX, and a diesel in a 1500 (which I am kicking myself for not ordering). Also, the dash in teh GM’s just looks goofy. The area to the left of the gauge cluster is too large. Finally, HP, the 5.3L falls short of the HEMI and to step up to the 6.2L was a couple of grand if I recall. The HP wasn’t the deciding factor but the icing on the cake. Fuel economy is a little worse than the advertised GM number for the 5.3L but my real world numbers are up, just slightly, from my 08.

    For me, the issue was that GM didn’t go far enough with their redesign. “All new” didn’t seem as new as the refresh from RAM. It wasn’t an excitement thing so much as is was that the RAM was the better product. Chevy would have had my 50k if they had gone a bit further with the “new” trucks, but it is pretty obvious that the program took some R&D cuts during the bankruptcy.

    Reply
    1. I concur. The newest GM trucks simply lack the appeal necessary to be seen as all-new. While these trucks are a nice improvement over the last model, they feel like nothing more than refreshes. And I don’t really see how offering “more exciting” models will spruce up sales; even if GM did release a competitor to the Raptor the pricing will no doubt be insane.
      Great choice on going with the Ram. If I were in the market for a new truck that would be my choice also.

      Reply
    2. Steve is right. The competition builds a better product plain and simple.

      I too have driven both the Ram and new Silvy and I wish I could report they are at least equals being that the Ram came out in 2009, but the Ram is better all the way around.

      The only part on which I disagree with Steve is the bankruptcy explanation. I wonder when we can stop using that lame excuse.

      Reply
    3. I am a big GM fan but even I have been looking at RAM. The thing that keeps me from purchasing a RAM is their history of poor quality control. It now seems like those days are over and RAM is really turning things around. Only time will tell if that is true…

      I think Steve said it best as reason why truck buyers are going to other brands.

      If GM is struggling now they better have some tricks up their sleeves QUICK (2015 models) or they will be caught with their PANTS DOWN when the 2015 F150 is released later this year. If history has taught us anything then GM will counter the F150 with 10k off MSRP discounts on their trucks to move them off the lots. If the current trend continues with GM’s K2XX trucks I bet (hope) we will see some exciting options in 2016 Model year (summer 2015).

      Yes GM is known for its slow tried and true approach and that is why a lot of people continue to stay with GM. Lower risk of potential problems when there are slow changes vs more changes year after year (RAM).

      Reply
    4. This is a great analysis.

      Reply
    5. What are you talking about? The RAM has looked basically the same since 1994!

      The current F-150 still utilizes the same body panels from 2004.

      The GM double-standard as of late is repulsive. These new trucks do exactly what they’re supposed to do and they do it well. Haters gonna hate.

      Reply
      1. GM would have had my money, but like I said before they didn’t go far enough with the redesign. I wouldn’t call myself a “hater” at all, just the opposite, I loved my ’08 Silverado. GM had the best shot at getting my money since I knew and loved my last truck. I went as far as renting one just to see if I was missing something, and I only disliked the new truck more. This isn’t a charity and I’m not donating my money for blind loyalty. The facts speak for themselves and GM, with the “freshest” truck on the market, is going the wrong way. The latest generation of GM vehicles (save for the Vette and Cadillac) are all going the wrong way. GM is playing it safe, just ask the Malibu…

        Reply
  4. Excitement. Yes.

    Chevy also needs to let the trucks breath better.
    Give the trucks the option to have a free-er flowing exhaust from the factory that costs the same or less than the current uber-restrictive exhaust.

    Rams sound the best straight from the factory.
    Now, I don’t like how it seems every ram driver feels the need to kill everyone else’s eardrums with straight-pipes, but I would also like to be able to hear the Silverado and Sierra as they accelerate, again, not deafening, but just a little noise – as an option.

    Reply
  5. The Tremor is irrelevant, you basically can’t order it unless you know the back door trick on Ford’s website. It costs $10,000-15,000 more than they originally intended, too.

    GM need a ‘cool’ looking truck. Rams, although I’m not a huge fan, look cool and aggressive and sporty. Ford has the Raptor and knows how to work PR and advertising.

    Reply
  6. Oversized high front end , a lower cab section and a bit higher truck bed line….here though the rear window line curves up to meet the truck bed line . From the side the truck looks like someone welded on a front end from another truck , no symmetry at all . Is this the fist in the wind approach I recall some nut comment at the unveiling . I think someone in management must have decided this approach for I can’t imagine the designers would enthusiastically agree . See the new aluminum Ford . Though there is a rise in the hood line toward the middle of the hood , the top of the fender crease runs right along the base of the cab section and truck bed line . The look from any side view is flowing and uninterrupted . The front grill has wider bars but still neat and tight . The overall look enhances what was already loved by buyers so Ford concentrates on losing weight and refinements . What a no brainer . Other divisions in GM don’t do this unfinished design business , why here ??

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  7. Not sure how much of a real debate this is — the market has already voted. If there aren’t numerous variants already at the part releasing stage, there should be a lot of job openings at GM in the truck world

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  8. The “true problem” is that GM can’t even listen to its customers, and put something together they have been asking for. Look at the upcoming Colorado. They designed it from scratch (allegedly). They did *not* give it the 4.3 that everyone wanted, they did *not* put 48″ between the wheel wells, they did *not* give it (or the silverado) an upgraded transmission – without which they can’t compete with Ram. GM purposefully crippled the Colorado by giving it a transfer case lacking an auto setting – awd functionality you can get on any crossover, and despite the head of GM trucks stating something along the lines of he was most happy with the new feature rich bed in the Colorado GM has yet to release bed dimensions, serious bed photos, demonstrations or even pictures of all of the bed accesories for the truck. They haven’t released ground clearance numbers. They haven’t released approach/departure angle numbers. The list goes on and on.

    G.M. is simply an incompetently managed company that is run by people who really don’t care much about what they’re doing. Its a pity they were bailed out since Chevy would be much better off on its own.

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  9. I just hope GM has something hidden up their sleeves, and are not willing to just sit their while the competition continues to steal market share.

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  10. GM should give the 5.3L a modest boost in power. Also, offer simple things like a rear sliding window on the work trim(only affordable trim). Higher ride height on 4×4 models would be a good start from a looks/appearance/off roadability perspective.

    Reply
    1. One clear answer: …………the Flowtie! Boom!

      Reply
  11. Chevy/GMC need a Dodge Dakota R/T street truck. Two door, maybe crew cab, with the new LT Corvette motor, lowered stance, Hotchkis type handling package, big brakes, leather/high end interior, etc. I’d sell my R/T and buy one tomorrow.

    Reply
  12. A big part of the problem is a lack of commercial models. A lot of the recent sales growth in the full size truck sector is coming from fleet and commercial sales attributable to the improving economy and delayed vehicle replacements. GM is almost non-existent in commercial anymore. It is not trim packages and ride height. It has to do with a large percentage of the market that does not even consider GM trucks. Look at how many class 3 through 5 commercial trucks Ford and Ram sell, and compare that to GM’s sales.

    GM builds personal use lifestyle RV type trucks, period. That’s a big part of the market, but they are leaving a very substantial part on the table.

    Reply
    1. True, I’ve been seeing a lot of old GMC topkicks in Orange County are as of late. Those trucks really give the lighter trucks some extra attention, plus they look pretty cool. Still the topic of medium duty trucks has already been discussed at GM authority.

      Reply
  13. Here’s the proof.

    Class 3 through 7 sales for the month of January, as reported by Ward’s Auto:

    Ford 8,816
    Ram 8,878
    Chevy 2,051
    GMC 657

    Reply
  14. I have never owned a truck so I am kind of unbiased (I am a GM fan) and here is my perception of the current trucks. I see the Chevy as a “pretty” truck,one I wouldn’t want to get dirty or scratched/dented up.I see the Ford as a tough/work truck and that is how the are advertised. I see the Ford as the truck of choice if you are going to use it as a real truck. I see the Dodge as a “muscle” truck. You can get some good looking mag type wheels,stripes,performance package and Doge really plays up the Hemi. If I needed to buy a truck to use as a truck I would get the Ford,if I just wanted a truck to drive it would be the Dodge. I kind of see the Chevy as a “soccer mom” truck. Perception has a lot to do with buying any vehicle and GM is not doing a very good job of offering or advertising what is perceived as a desirable truck.

    Reply
    1. I wonder how many others share your perception (that the Silverado can’t get dirty). Obviously, it can… and then some. And it’s the most capable in its class as well (depending on how you configure it). But perception is reality.

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  15. Royce, you are not that far off. The other dimension overlooked here is price. GM really does want near $40k for a base model V6, sea of grey plastic everywhere, pickup. When the Ram dealer down the street has a new 4×4 Cummins crew cab for $39k, one would have to be a fool to go with the GM toads.

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  16. I think the problem is pretty simple. You are right that these trucks lack any excitement or wow factor. GM was way too conservative with the styling. If you check back to the forums discussing the styling as these trucks came out, it was all about changes in headlights, taillights, bumpers and the hood. These are details that only those who are into vehicles and were really studying them would notice. Meanwhile, the other 95% of the populace could hardly see any difference compared to the prior generation. With minor visible changes, GM’s trucks have looked essentially the same for a long time. They needed a whole new direction here to lure new buyers and this is not what was delivered, so loss of market share should not be surprising.

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  17. I think some folks are being a little hard on GM. I just took delivery of my 2014 Sierra Denali in January and I’m really happy with the truck. Is it perfect? No. The advertised gas mileage was 15 city 20 Hwy. I’m getting cumulative mileage of 15.3 mpg…..and most of my travel is on the highway with 2,600 miles on it so far. Even resetting my trip meter for a little family vacation from Nashville to Sevierville TN I only got 17.3mpg. Aside from this, the truck is AWESOME. Big, roomy, comfortable, high quality interior, great configurable dash, fantastic voice recognition. I’ve been in some 2013 Ford’s and really don’t care for their interiors or the Sync system. I promised myself I was going to test drive a Ram…..and I know lot’s of improvements have been made….but I can NOT get over the butt ugly front end. No matter how many gears it’s transmission has or it’s diesel option.

    As in everything, this is my opinion. Yours may be different and that is OK. It’s why there is a market.

    Reply
  18. Corvette_Stephen, I don’t think the people on here are saying that they are bad trucks,just that they needed a more noticeable change and more models/packages,ie SS,Z71 off road package etc .If you parked a 2013 and a 2014 side by side I could tell which was which but if I passed one on the interstate at speed I would be is that a new or old model. I’m glad you bought a GM truck and that you like it ,we need more people buying them and to achieve more sales the GM twins need to stand out and offer something for everyone. I t seems that Ford and Ram have all the bases covered and GM is still on 1st base.

    Reply
  19. Although I like the looks of the new Silverado and don’t think special editions need to be built to compete or garner interest, I think Chevy would have done better to have the front end of the new Tahoe/Suburban or the 2015 HD on the 1/2 ton. Just like the last Silverado, the design is forgettable and ultimately like the last version this one will look dated before a reasonably timed redo can be accomplished. I only mention Chevy, because the GMC’s are just not as good looking and GM long ago needed to lose the redundancy of having both on the market. Chevrolet is a much bigger namesake and GMC brand should have been axed instead of Pontiac.

    Reply
    1. Pontiac wasn’t profitable and GMC is very profitable. Furthermore, since in mostly paired with Buick dealers, GMC strengthens Buick. Not sure how a standalone pontiac dealer could survive. Chevy needs to do a better job of offering the performance product that pontiac would offer.

      Reply
  20. When the only way you can tell the difference between the old model and the new model (from exterior) is the step-bumper, you have a problem.

    Furthermore, I don’t think they come with push button ignition. With the current ignition recall they GM needs to get push button ignitions on all vehicles.

    Reply
  21. I didn’t mean to sound like I’m a hater. I very much want to see the GM truck sales improve because of how much profit they make for GM.
    Like many others, I’m just saying they needed to make more visible changes to the new truck to help attract attention to it so more will consider buying it.

    Reply
  22. I’m a Hard GM FAN but I agree with a lot of these guys in my honest opinion GM has only been concerned with only getting by,every real thought and creativity only looks like its only focused on the corvette and Camaro I promise every vehicle GM has been making lately has been OK but not awesome like other car companies I always say to myself they could have done a better job with the 2014 impala,Malibu,corvette,Camaro,Silverado,SS,all these cars suffer from the hit and miss factor something is going wrong not only at Chevrolet but also at Buick not GMC as much only trucks I have beef with is the GMC terrain and I feel like a lot more thought could have went in redesigning the 2014 Acadia gm has to get more aggressive with their competitiveness and grow some balls no wonder why customers are going to ford and dodge gm are continuing to try to short change us and want us to accept it what happened to all that new gm talk?????? Seems like the same ole games being played with its Loyal customers

    Reply
  23. That would be great if these trucks came off the line like this.

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  24. Everyone is talking about looks and features. Sure those things are nice but I want a truck! I have owned trucks for 40 years and their performance has flat-lined. I may not have had all of the luxury type of amenities of todays trucks compared to my 1970 chevy, but as a truck it out preformed todays trucks in many ways. My towing capacity was the same if not more but my fuel ecomomy was much better when towing. Todays trucks all have high-rpm engines that suffer low-rpm torque and horsepower. Sure today they have better economy when empty. Strap a trailer on the rear and it is cut to less than half. They have the technolgy with variable valve timing and such. All they really need is second eprom programed in the ECM for this. Just hit the trailer tow button and now we could tow with economy, well aleast greatly improved. Talk to anyone that REALLY use their truck and they will all agree with me! We want a TRUCK not a car that looks like a truck!

    Reply
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