GM Says It’s Watching Chevy Silverado, Ram Pickup Sales Race But Expects Positive Outcome
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General Motors is well aware its redesigned Chevrolet Silverado 1500 has fallen to third place in the light-duty pickup truck race. However, the automaker thinks it’s just now starting to pick up the pace where it counts.
Automotive News (subscription required) reported Monday on the automaker’s strategy, which saw high-end trims and popular engine and cab configurations launch first. These were the crew cab models with V8 engines. Only now will the Work Truck, LT, and RST trims start to really ship out to dealerships.
Chevrolet said its share of the light-duty retail market rose 5.4 percent between January and May of this year. That still lags behind Ram, but the Bowtie brand underscored the next-generation pickups are more about profit, and not share of the market. Additionally, Chevy hasn’t started selling the redesigned Silverado to fleets in significant numbers, which will boost sales figures.
Through May, Ram has sold nearly 22,000 more trucks than Chevrolet and holds a tidy second-place lead.
Although GM said it believes it has the right plan in place, GM President Mark Reuss admitted the company is watching and said “we’re always worried about it,” but also underscored the right mix of pickups are coming to dealers. That includes the 2020 Chevrolet Silverado HD, which will be built in even higher numbers with a $150 million plant investment.
One dealer isn’t so happy with the way GM approached the rollout of perhaps Chevrolet’s most important vehicle it sells. The anonymous dealer told AN the launch has been “ineffective” without incentive support and difficulty ordering trims customers are interested in. He or she also said Ram’s aggression at the lower end of the pickup market has been very effective, especially with attractive lease offers.
We likely won’t know the full picture of how things pan out for another year. Once the Silverado LT, RST, and other more affordable pickups launch, we’ll really know if Chevy has a comeback story, or if Ram’s second-place standing is long-term.
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Source: Automotive News
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I think part of the Silverado first quarter is that the higher trim level crew cabs were the predominant vehicle rolling out the line, now a lot more lower trim and cab configurations are gearing up. GM is always slow with rolling out their fullsize truck, didn’t the same rollout strategy happen when the 2014s came out? And didn’t media outlets say the same thing then as now?
Couple that with Ram’s aggressively selling the 2018 “Classic” Ram 1500. Don’t get me wrong the 2019 Ram is a great looking truck, especially in high trim levels, but I think there is more at play for Silverado than just it’s questionable looks – which I have to say have grown on me, where as the Ram is feeling a bit boring and the F150 really needs it’s refresh.
2020 will be a curious year since all the big players should have all their engine, cabs, and models in full production.
I do think that GM will take feedback and make an interior refresh, even if it just the screen/center stack. Maybe for the 2021 model year for end of next summer.
I liked how with the 2007.5-2013 Silverado/Sierra the LTZ and Denali used the Tahoe interior which was completely different than the standard Silverado interior, right down to door panels. Would be great to see something similar for the High Country and Denali again
You basically just reworded the story above and said the same thing.
I said it as soon as I first saw it, GM better come quick with a revised interior. Not only Tech wise, but definitely with better materials.
Interior styling and materials is lackluster at best. If Ford does the same/similar interior as the Navigator/Expedition on the redesigned F-150 their sales lead will grow even more. Come on GM up your game already.
Expedition has same interior as the trucks, while navigator is unique and will not share with expy or trucks. BTW, theirs plastic is low quality cheap and some dashboards are warping while still at the dealership.
I sort of disagree with this response from GM. I live in a somewhat rural area and we have had the full line of trucks since about October last year on local dealers’ lots. We even started seeing regular cabs on lots back in late March so I don’t really think there is been a lack of choice as far as trims. Granted, there are more now but what I think is really killing this truck is GM arrogance.
The style is polarizing and while I credit them with a gamble I don’t think it was a hit. I appreciate the simple interior but there should have been more color choices, black makes this look real cheap but the Gideon/Dark atmosphere (wth??) looks ok. Truck should have at least two more interior color choices and offered in every trim level from Custom up. Offering the 6.2 across the line is a good step but a little late.
GM needs to swallow some pride and fix just a few things about this truck and I think it would hit
Well as much as they are “watching” so is Ram. Notice there was nothing stated about fixing why the Silverado really is lagging in sales but more excuses about product launch. They made baby steps with the engine/transmission changes for 2020 but where is the panoramic roof option? Where is the interior upgrades to the LTZ/Premier and Denali versions? A larger touch screen? Std safety features? A regular cab in other trim levels but the cheapest Work truck grade? The fact they botched up this all important product launch speaks volumes about GM’s leadership and product planner/bean counter mentality.
Agreed
As a potential buyer who’s been waiting for years for something from GM to inspire or drive me to upgrade from my 2004 GMC half ton they failed miserably with the redesign. First off they are most expensive truck in mid-level trims by a long shot and second the redesign is both slightly ugly and boring at the same time. The interior looks like they put zero effort in the update and continued to use cheap plastic making it even worse (Thank you for moving the trailer brake to a right hand access though!!!). I actually prefer the simple yet well thought out interior to the Tesla like vomit Ram went to but even GM’s top trim levels look like a base model truck that uses packaging grade plastics.
Your not going to get me to pony up $47K for a mediocre truck like you just released and a silly transforming useless tailgate isn’t going to change that.
In 17′ I decided after 12 years I decided to get a new truck. When I went to the Chevy dealership and looked at them they were lacking, the tech packages, interior and exterior storage, acceleration and safety all seemed well behind RAM. The straw that broke the camel’s back was when I talked to the salesman, he quoted me over 600 a month for a lease (15k a year) when I told him I could get a better appointed truck at RAM for 300 or less he shrugged, told me I should go do it and walked away. I had basically the same interaction at two other dealerships. Until GM pulls their heads out of their collective asses things wont be getting better and I will be sticking with RAM trucks despite a lifetime of bowties.
This is the biggest lie. The reason you had that interaction at all those Chevy dealerships is because they knew you were lying. You cannot a $300 lease payment on a Ram that is similar to the Chevy you were looking at. I have leased Rams and Chevys for my business and you have your head in the clouds.
Wife just traded in her 2012 F 150 King Ranch for a 2019 Ram 1500 Limited…
We looked all over for an F 150 Limited, but couldn’t get a better or equal deal from Ford over Ram(She loved her King Ranch!)
She didn’t even want to drive by a GM dealer let alone buy one.
BTW, I drive a 2016 Ram 3500 only for the Cummins 6.7 power train
I was brought up under the GM brand, but they lost me forever after the Pontiac name was murdered…
Good friend of mine did just buy a 2019 High Country Chevy, so some people like em! lol
Currently have a ’15 Silverado. Since summer ’18, I was set to buy a Pick up truck this year. I was waiting for new model year ’19. Was waiting for GM to see the Improved new models. After i was heart broken b/c ’19 Silverado did not meet my expectations, I started looking into RAMS and F-150/F-250. Ram interior looks is very appealing. In a word, impressive. Still, too many electronics (the 48 V Starter Generator,,,it is scary to me) so…here I am waiting patiently for MY 2020…and see if the interior of GM/GMC and/or Ford matches the nice interior RAM has…
I’m sticking with my 2010 Silverado LTZ for now. I haven’t really looked to closely at the new offerings, although I just bought a 2015 Colorado and the bed is more narrow than a 2003 S10 by one inch. I really don’t get that the Colorado is suppose to be a mid size truck and the 2003 S10 a compact. Chevrolet better get their crap together. My son rented a 2018 Ram and said he liked some things about especially the hemi engine power and mileage, he said his 2014 Silverado with the 5.3 is weak and mileage is worse than Ram. I’m a chevy guy and want them to get it together.
1990 ZR-1 Corvette
2015 Colorado
2010 Silverado LTZ
Give me a break they need to think about trying to out do ram instead of watching from the side lines I know iam going to get all thumbs down but I just saw a ram commerical an I wish I could have been a dodge guy because that truck is beautiful inside and out
As a lifetime GM buyer, coming from a GM family. I can honestly say that GM has fallen behind on interior, powertrain options, and total cost. I have 3 Chevrolet pick ups: 1984 1500, 2005 silverado 2500HD and a 2018 silverado. I must say that this will be my last GM pickup purchase I have made with the 2018 model. I am tired of waiting for an affordable 6.2 option. The 5.3 has become a basic, boring, gas guzzling, no power option. My 2018 has no rear ac vents for the passengers. Ram and Ford has had great cab room and more options for a LOWER price. Even the Tundra has more back cab room. I’m sick of waiting for the next generation. The interior is so bland. I am excited to trade in my 2018 silverado for a new Ram 1500. Sorry GM, there are many more GM truck owners turning away like I am. Ram just has a higher quality interior that is so appealing. GM, please be honest with yourself and admit that GM trucks are just not up to par with the competition. It hurts to say that I am turning to Ram but the excitement overwhelms me every time I see a new Ram.
I owned a 2000 GMC Sierra Extended cab for 13 years and had absolutely no issues with it. Great truck, but the F-150 really is the lead truck now and has been for years. I bought a Limited Super cab 4 wheel drive with the second generation 3.5; more torque than GM’s 6.2 and can tow and haul more. Plus the 10 speed comes with every engine option but the base model. The interiors of the 19 GM models are stuck in the ’60’s..column shift went away years ago, plus all that black plastic. I can get 23/24 mpg on the highway with this Ford..show me a new GM truck that can equal or better it in all categories. All I’m hearin is crickets.
I have always owned GM vehicles. I currently own a 2011 2500 HD LTZ with a duramax.
I have been waiting for the body change but they decided to wait till 2020 to upgrade the HD trucks. When a saw a picture of the new Chevrolet I couldn’t believe how ugly the front end looks. The GMC doesn’t look bad but they are always more expensive. Not sure what I’m going to do according to GM panel that approved the design, they said they overwhelmingly loved it because it looked tougher than the competition. I don’t care about tough and I think the panel needs glasses. GM is the company that doesn’t off two tone paint schemes just decal packages. I agree with all the other comments on the interior, I’m not impressed in comparison to the other manufacturers.
Dump the 8 speed and revamp the interior, that is all.
Saying that this model is more about making a profit than growing market share has bean counter written all over it. Funny thing is if you build a class leading truck you can gain both simultaneously!
The front end on the Custom trim is way better looking then the ugly mess they put on the LT. I have a 2015 Silverado LT with bucket seats and power seats on both sides. I visited a Chevy dealer the other day and was told no bucket seats with dual power on a Custom truck, even if I ordered it. No bucket seats with dual power on a LT, even if I ordered it. He showed me an LT Trail Boss, no dual power seats available. The interior on the Trail Boss looked like it belonged in a WT. All the weird lines on the side of the truck look like the same guy that styles Nissan cars did the Silverado. I guess I’m keeping the 2015.
The interior to the truck is very basic and the price is out rages step it up GM
Who ever designed that front end Especially with that little body drop in near the front headlights should be fired immediately re design over all is garbage.