As we pointed out in an article published early last year, the GMC Sierra has consistently outsold the Chevy Silverado north of the border, despite the fact that the Silverado outsells the Sierra by a wide margin in the United States. That all changed in 2020, though. GM Canada managed to sell 52,767 examples of the Chevy Silverado last year, compared to 51,492 examples of the GMC Sierra. While only a marginal difference, it’s interesting to see the Silverado regain some ground on the Sierra in this friendly familial sales race.
There are a few different reasons why the GMC Sierra has consistently outsold the Chevy Silverado in Canada in recent years. GMC has benefitted from a greater brand loyalty in the country thanks to better integration of its fleet and commercial businesses. GM Canada has also put more effort into distinguishing GMC offerings from Chevrolet on a marketing level and has also placed an emphasis on promoting GMC through Canada-specific ad campaigns designed to resonate with Canuck consumers.
Additionally, some GMC Sierra sales in Canada that should be recorded as fleet sales are recorded as retail deliveries. This is because those orders do not meet the volume threshold for fleet accounts, despite the fact that the vehicle is being used solely for fleet purposes. For example, a smaller local contractor may purchase a sole GMC Sierra for fleet purposes, but because the order was only for one vehicle, it was not processed through the fleet side of the business.
While the Silverado finally managed to outsell the Sierra in Canada last year, the two trucks are still much closer in sales there than in the United States. For reference, GM sold 594,094 examples of the Chevy Silverado in the United States in 2020, compared to just 253,016 examples of the GMC Sierra.