Though the 2014 Chevrolet Silverado took home North American Truck/Utility of the Year at last month’s Detroit Auto Show, the large pickup and its brother, the GMC Sierra, have suffered from “the least successful large pickup launch over the last 15 years” according to Barclays Capital analyst Brian Johnson.
Automotive News reports the truck twins “faced a full-court press” from the Ford F-150 and Ram 1500, though winter weather also played a role in lower sales across the board. General Motors executives have come to the defense of their products, proclaiming average transaction prices of $4,000 to $5,000 more than the previous generation pickups and a combined market share hovering around 33 percent over the past few months, though the latter point held between 35 and 40 percent of the market in years past.
With dealers begging for stronger promotion and better incentives for the pickups, Chevrolet will host its Chevy Truck Month promotion. The month-long sale will offer supplier pricing (dealer invoice plus destination charges and a $150 fee) on light- and heavy-duty Silverados, and will be heavily pushed during the NCAA Men’s Basketball Tournament with television advertising beginning March 18.
In addition, Chevrolet, Buick and GMC will all hold Open House events throughout the month of March. The month-long sale will offer supplier pricing on nearly every 2014 vehicle sold under each brand, with the exception of the SS and Corvette Stingray for Chevrolet.