General Motors posted a very healthy 41 percent retail market share for the Chevrolet Silverado and GMC Sierra last month. With the all-new GM truck lineup now complete, the automaker is poised to rack in high profits in 2020.
As we covered previously, GM launched its low-cost, Regular Cab entry trims of its Chevrolet Silverado and GMC Sierra heavy-duty pickups in the fourth quarter of 2019, completing the company’s full-size truck lineup.
“As availability improves, we’re continuously strengthening run rates,” said the President of GM North America, Barry Engle, during the recent GM Capital Markets Day event. “In fact, in January overall retail share – just got the numbers this morning – came in at 41 percent. And there’s further upside, and that’s our recently launched heavy duty trucks and light-duty diesels become more readily available.”
The 41 percent retail market share figure for GM trucks in January is a substantial jump over the numbers posted in 2018 and 2019, which were reported at 35.6 percent and 36.6 percent, respectively.
| 2018 | 35.6% |
| 2019 | 36.6% |
| January 2020 | 41% |
As Engle reminds us, 2019 was a transition year for the Chevrolet Silverado and GMC Sierra, with the automaker rolling out its all-new, next-generation vehicles.
“This was the largest launch in the history of General Motors and one of the most complex,” Engle explains. “To maximize quality, volume, and profits, we implemented a phased launch strategy, transitioning one plant at a time, launching with limited configurations and gradually expanding body styles, trims, and powertrains.”
Production of the light-duty pickups launched in the first half of the year, while the heavy-duty GM trucks ramped up production in the second half of 2019. As such, availability was limited throughout the year.
With those availability constraints in mind, GM focused on maximizing volume and allocation for the more profitable GMC brand, gaining a point of retail segment share compared to the previous year.
“However, 2019 was really a tale of two halves,” Engle points out. “With reasonable availability of light duty trucks in the second half, we gained nearly five points of overall truck share versus the first half, with both brands growing share.”
Engle adds, “The reason we’re so focused on the retail business is because we see it as a true barometer of consumer demand, and it’s generally more profitable than fleet.”
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Comments
caught with pants down ram did not seem to have as many problems with there launch plus dated interior from day one huh
happy to see people like the new truck with an interior that was redesigned already but gm is going to stall it till 22 to make more profit all big 3 trucks are priced the same give or take but cheap gm is probably the cheapest to produce especially since a good share are of mexican descent they wish the others would jack up there prices so they could too and not loose a buck on giving you a decent interior
I own a 2019 trail boss and couldn’t be happier
Ram didn’t launch a completely redesigned vehicle from the ground up either(except for the dated interior). They had a lot of new body panels and yes an interior that is way, way better than the new GM trucks but still used the same drivetrain, frame etc.. Plus GM had to deal with the Union contracts.
So what happens when the GM fullsize trucks start selling better then the competition?
Ticker tape parades all across the globe.
I don’t understand the line “production of the light-duty pickups launched in the first half of the year”…..they went on sale in September of 2018, not the first half of 2019. They need to quit paying people to make up excuses or lie, and start paying them to make the product more competitive.
Seems to me gaining market share to 41% indicates they ARE more competitive.
More powerful than the previous model and able to carry and tow a heck if a lot more. Plus the technology and camera package is a great improvement.
I believe they are referring to the model year run, not the newly designed 1500. That, and opening/starting new locations or production lines.
It’s really an ugly truck in my opinion…but no worrys it will rot out in 5 years anyway…
So you come on to an online forum to prove to the world what a total dumbass you are?
Brilliant strategy, simply brilliant.
Nobody cares what you think Scott. People are voting with their wallets To the tune of 41 percent market share while you’re crying like a little girly on the sidelines. Boohoooo
I’ve had all three trucks, Ford Chevy and dodge. ThT is also the order of my preference. Just two things. Please Chevy stop thinking you can replace engineering with advertising. It’s gotten quite old. So you highlight 41% market share and retail sales, but what about the 800 lb gorilla in the room? Did you get past Ford yet? I thought not. Don’t worry, you’re still a good no. 2
Except the fact that this new redesign has actually been all about engineering. Look at their new specs.
GM is getting a better handle on the HD market. The upside is the GVW’s are now in line with the other two. It was a huge mistake over the last 12 years or so that cost them dearly. They even marketed that the average HD buyer didn’t need a 30K towing capacity, all the while Ram and Ford solidified their lead in the market. That is fixed and not a moment to soon. They introduced the medium duty trucks, also well done, drove one a couple weeks ago and coming as an owner of the previous GM medium duties, it is very well done and also much needed. Great tech in these new HD trucks, the cameras, the 10 speed and so forth is very important and is certainly helping sales.
Downside to GM HD buyers is how much more power Ford especially is, outpulling the Duramax. These things matter to guys who (like me) buy HD trucks to pull, every single day. The L5P is down on power, and down on exhaust brake performance, both very important. It needs to be addressed and soon. The HD buyer when spending equal money, looks at these trucks as a tool of work, and will buy what performs the BEST. That has proven itself true over and over. The interior update, while important to many, is not the death nail it was made to be. Even with the current interior they are selling more trucks than before.
GM’s biggest issue is their lack of a will to dominate in the market. You cant release the new gas 6.6 HD motor and give it a 6 speed with 3.73’s and compete with Ford and Ram. Huge fail. You cant compete with Ram and Ford giving up 150 pound/feet of torque with the L5P. The spanking GM has gotten in comparison tests, shows how far off they are.
GM can dominate Ford in this market, you just need to continually build trucks that technically dominate the competition. GM struggles with that. The quality is good, just be aggressive, get on top in performance and stay there.
I can live with that. Using various 1/2 ton trucks, I’ve noticed that the f series always offered an overbuilt chassis than it’s 1/2 ton counterparts from Chevy and dodge. Time will tell. End advertising engineering Chevrolet.
What about this?
https://www.autonews.com/sales/gm-55-decline-all-4-brands-slip
Who is telling the truth?
The testing in real world applications is saying different. GM is actually doing quite well by comparison, and keeping up, if not surpassing in some instances.
Is that why the Chevy 2500 out pulled the Ram 3500 TFL Truck, real world test? Look, in all honesty, are you going to need that max 30k max towing capability? If so, then the GM will work just fine, and guess what, it is towing that same amount of weight with less hp/tq than the other guys. 910 ft tq, and 445 HP. Ford has 31,500 max towing 1050 tq and 475 hp. Both trucks in the TFL Truck testing have done quite well. Plus, the Ford costs more money.
As for the new transmission, I’m not sure where you are getting that GM is releasing their 6.6L D with a 6 speed transmission. BOTH Ford And GM have the SAME 10 Speed trans., which is a better transmission for heavy duty towing.
So, GM has 41% of the full size truck sales? That means that Ford, Ram and the other 2 share the other 59%? Impossible! There is no way that GM sold less trucks than Ram and Ford in previous years, and now has 41% of the market… plus there is no way that the other 4 manufacturers only make up 59%.
Maybe the article should say a 41% increases in sales, not 41% of the market which is impossible!
So last quarter of last year they are down on sales, yet this first month this year they hold 41% of the sales of full size trucks, leaving 59% to Ford, Ram, and the other 2 for sales, that’s not even possible. GM was in 3rd place in sales for the last few years, yet now they are number 1? Rose colored glasses!!
You have made a couple errors in your post. The first is that you say GM truck sales have been behind Ram sales for years. That simply is not true. (see link below). GM truck sales for 2019 were roughly 807,000. Ram sales were 634,000. Ram has never sold better than GM trucks. My guess is you are thinking Silverado vs. Ram only.
Not mentioned in the above article is whether those sales number include the Colorado and Canyon. If it does those number need to be added into the total, which would further strengthen GM’s sales totals.
That said, if the article is only discussing full size trucks, not mid size trucks, then GM sales accounted for roughly 31% of the market. I say roughly since Nissan Titan sales are not shown. So I have no idea where GM comes up with a numbers like 35% or 36%, much less 41% mentioned for January. It is possible the article is talking about calendar year and GM is talking model year, though I doubt it makes that much difference.
https://www.statista.com/statistics/204473/best-selling-trucks-in-the-united-states-from-january-to-october-2011/
Not accurate. GM has always been in the 2nd place sales wise for quite a long time. However Fornthe last three years, Ram was gaining on them.
Well, one simple explanation could be that the two articles are talking about 2 different periods of time. You mileage may vary.
You’re either dumb or didn’t read.
Retail sales is the key phrase here. These are the money making sales that matter.
All other sales like fleet are at break even or sometimes even at a loss.
Translation: real people are buying the new GM trucks in droves. Simple as that.
Also realize that last quarter they had no inventory thanks to the strike.
I drove through/by the lots when my travels take me by them and they had trucks on them
So you drove around and did a statistical study of availability. Did you also visit every dealership in every town? Please share the results of your deeply analytical and accurate analysis.
Here’s some food for thought:
1. There was inventory, but not enough to satisfy most fleet or commercial orders.
2. The trucks that remained available/on lots were the models that customers found less desirable based on trim level, equipment price, etc.
3. Are you really saying that not producing or shipping a single truck for 40 days (more like 45 days when all was said and done) will not severely impact retail inventory or availability?
are you serious? Just a general observation I have some”farmer dealers” in my area and they never have much inventory they rely on other dealers inventory when necessary.fleet buyers usually plan in advance and I think rental sales go more for dodges and fords. I think the mexico plant ran for a while after the strike started.not many dealers have every trim/color/options available for the picky buyer
You didn’t answer Alex’s question: did you perform a detailed study of the market and unit availability?
Of course you didn’t. You’re just spewing garbage.
Of course I did not my travels take me about 60 miles in all directions from home and talking to a few dealers near the end of the strike they said they have not had a problem doing a dealer trade for whatever a customer wanted usually having to give up a truck or equinox
That’s how it goes. GM uses their ad dept for everything. Engineering, sales figures, and the like. Heard that retail/fleet sales talk for years. At the end of the day, we just need to count the sales and go from there…
How about we use transaction price per truck? Or how much money each manufacturer makes in profits per truck? That is what would tell me who the truck leader is. You can sell trucks all day long for half price but it does mean anything if you give away your profits!!!
First of all, the manufacturer sells all of their vehicles for the same price to each dealership. So you would be getting transactional prices between the dealerships and the end user. Even with all of the rebates and incentives, they are still making money though, not giving anything away or losing money on these trucks.