When GM launched the T1-based generation for the Chevy Silverado 1500 in conjunction with the 2019 model year, Chevy subsequently lost the number-two spot on the full-size pickup truck sales list. After holding the position for decades, the Silverado ceded the spot to Ram, the latter of which also offered a new truck for the 2019 model year. What followed was a flurry of criticism from industry onlookers, but now, it sounds as though those very same critics are giving us nothing but crickets.
Let’s start by revisiting exactly what happened. Following the debut of the fourth-generation Chevy Silverado 1500 for the 2019 model year, the Silvy began to lose ground to Ram with regard to raw sales volume, and by 2021, Ram had outsold the Silverado by just under 40,000 units.
| MODEL | YTD 21 / YTD 20 | YTD 21 | YTD 20 | YTD 21 SHARE | YTD 20 SHARE |
|---|---|---|---|---|---|
| FORD F-SERIES | -7.80% | 726,004 | 787,422 | 33% | 34% |
| RAM RAM PICKUP | +1.01% | 569,388 | 563,676 | 26% | 24% |
| CHEVROLET SILVERADO | -10.83% | 529,765 | 594,094 | 24% | 25% |
| GMC SIERRA | -1.62% | 248,924 | 253,016 | 11% | 11% |
| TOYOTA TUNDRA | -24.95% | 81,959 | 109,203 | 4% | 5% |
| NISSAN TITAN | +3.66% | 27,406 | 26,439 | 1% | 1% |
| TOTAL | -6.44% | 2,183,446 | 2,333,850 |
However, fast forward to 2023, and the Chevy Silverado outsold Ram – by a whopping 110,220 units.
| MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
|---|---|---|---|---|---|
| FORD F-SERIES | +13.83% | 726,624 | 638,340 | 34% | 32% |
| CHEVROLET SILVERADO | +6.10% | 555,148 | 523,249 | 26% | 26% |
| RAM RAM PICKUP | -5.00% | 444,926 | 468,344 | 21% | 24% |
| GMC SIERRA | +22.45% | 295,737 | 241,522 | 14% | 12% |
| TOYOTA TUNDRA | +20.09% | 125,185 | 104,246 | 6% | 5% |
| NISSAN TITAN | +27.39% | 19,189 | 15,063 | 1% | 1% |
| TOTAL | +8.84% | 2,166,809 | 1,990,764 |
Which begs the question – how did this all happen?
In reality, it all comes down to business strategy. For starters, Ram was producing both the new Ram pickup and the the old Ram pickup (dubbed the Ram Classic) simultaneously, with the latter offered at midsize prices. As a result, Ram 1500 sales were significantly inflated. This was compounded by a variety of incentives for the new Ram 1500.
Concurrently, there were purposeful elements in GM’s launch strategy that actually stifled sales volume for the new Silverado, at least at first. For example, GM hesitated to offer much in terms of incentives for the new-generation Silverado, even months after launch, while production was focused primarily on high-end trim levels. What’s more, GM initially concentrated on retail sales, rather than fleet and commercial sales, the latter of which drive up volume at the expense of margin.
This strategy enabled GM to quickly recoup its investment in the next-gen Silverado, all without over-producing – a smart move, to say the least.
Regardless, panic set in among industry onlookers, with critics pointing to the rise in Ram’s sales volume as evidence of some sort of misstep at GM. Comments like “GM messed up with the new Silverado” and “GM needs to hire Ram designers” or “Ram has a better interior” became somewhat commonplace. GM’s decision to use the interior of the outgoing, K2-generation trucks in the new, T1 Silverado certainly didn’t help.
But now, in 2024, it seems as though the critics have fallen silent, seemingly forgetting all about the supposed missteps at GM in light of the sales success of the fourth-gen Silverado. Indeed, combining sales for the Silverado and its mechanically identical stablemate, the GMC Sierra, GM even outsells the perennial best-seller at Ford.
“Where are all those people now who said Ram had the better truck, that Chevy messed it up?” asks GM Authority Executive Editor Alex Luft on the Chevy Society Podcast. “Probably bought themselves a Silverado… or still driving those Ram Classics.”
All this much more is outlined in the fifth episode of the Chevy Society podcast, so hit play on the video below to hear it all:
Clawing back some of last week's losses.
A simpler design may be preferred.
One of them comes with mannequins of the Clampett family.
With a few basic choices.
Five trim levels for Tahoe, three for Suburban.
View Comments
I'm still reeling from owning my 2014 Silverado LTZ that had oil burn issues due to the Active fuel management and poorly designed piston rings. I like the new Silverado but I'd avoid it because I'm still angry with GM over this.
That year was not good. I think you may have a lemon. If you see 600k plus per year, of course between 10k and 30k units can have issues with AFM/DFM /bearing issues....
I commute 60 miles per day near a manor metro area so I see a lot of trucks. GM’s out number Fords and Chryslers/Rams around here. The new GM’s are selling very well.
Major not manor. Where’s the edit button?
I have always bought chevy on even years my first 1978 c-10 ordered it next bought a 1984 conversion chevy van and in 2002 i bought a silverado 2500hd and not because i need but because i like the 2024s and the 2025 so i have ordered a 3500hd silverado ltz with the texas edition option a 2025 i hope the odd year will be just as gratifying only time will tell i don't believe i will be around for another twenty years but i intend to enjoy my way out !!!
Besides the continued overall expansion of the truck market, both gm and Ford owe a huge debt of gratitude to Carlos Tavares for being so completely inept. He’s like the gift that keeps on giving…to their competitors.
I'm in the market for a used truck. The resale value of the Chevys is way higher than a comparable ford and ram. Apples to apples....the Chevy holds its value way better. That must make your realize, that the Chevy trucks...despite some people's lack of love for the interior, is still a better made truck than ford and ram. That is the purpose of measuring resale value.
I agree with you 100 percent. Out of the domestics, they retain value pretty well-one look at used Tahoes/Yukons can show this...The good thing is that they are not Toyota level expensive nor downright cheap....Best balance and many configurations give you a great value for money. Repairpal rates Chevrolet/GMC as having a reasonable cost of repair in terms of the domestics...
What was also not mentioned when it came to sales comparison between the RAM and Silverado is gm thought that they could introduce a new truck with outdated interiors and potential buyers were not having it. Which in turn, gave RAM the upper hand and caused gm to go back to the drawing board.
Swivel and tilt seats