#ChevroletSilverado

And did you know desire’s a terrible thing
The worst that I can find
And did you know desire’s a terrible thing
But I rely on mine

“Can’t Be Sure” was The Sundays’ brilliant 1989 debut, introducing all of us to the lovely Harriet Wheeler and her ability to sing the most heartbreaking lyrics possible in the voice of a spoiled British child. I took the above stanza to heart the minute I heard it, because it took something that had long animated me and put it into a few simple words. It’s no wonder that the Zen philosophers preach a detachment from desire, because it drives our worst and most selfish behaviors. Virtually every regrettable or repugnant episode in my life has begun with me looking at something (or, more often, someone) and pronouncing, like Henderson The Rain King, “I WANT!”

Yes, desire is a terrible thing — but I rely on mine, as I’ve recently been reminded. You see, I need a full-size pickup. But need is in no way synonymous with desire, so I’m absolutely stuck in the mud trying to figure out what I should do next.

General Motors hasn’t made an official announcement about the new product destined for Ontario’s Oshawa Assembly plant, only saying that pickups would be sent there for final assembly. However, much like with Ford’s returning Bronco and Ranger, it often comes down to union brass to spill the beans about product allocation.

In this case, the union representing both autoworkers and employees at a seat supplier has provided proof of Oshawa’s new product. Two truck models snatched out of Oshawa by GM’s 2009 bankruptcy will indeed return.

The pickup is as much of a stereotypical American icon as gun ownership and throwing things away. Last year was a particularly good one for trucks, with Ford F-Series sales reaching pre-recession volume and a 10-year high and Ram recording a seventh year of growth. However, with sales peaking for the other domestic labels, General Motors’ share of the market shrunk.

What’s the solution to whatever consumers find lacking with GM’s product? A price war, of course. While Ford Motor Company and Fiat Chrysler Automobiles are scaling back, GM upped incentives from last February by 56 percent for the Chevrolet Silverado and 82 percent for the GMC Sierra. With the pickup segment being so important in North America, nobody wants to lose ground. Aggressive discounts are often the only way to overwhelm brand loyalty, but the practice is also guaranteed to eat into profits while annoying the competition.

Earlier this morning, Jack regaled us with a tale of a young man buying himself a loaded regular-cab F-150. Such a beast still exists, often selling at the rate of glacier progression and celebrating birthdays as they loiter on dealer lots. At the other end of the spectrum, rear-drive regular cab base models – with an 8-foot box, natch – ply the roads and work for a living.

How do entry-level trucks from the Detroit Three stack up when compared to each other? Ace of Base breaks them down in alphabetical order with the caveat that, based on price and feature content, there is a clear winner.

It’s a stereotype more threadbare than a pair of old chaps, but just like 72-ounce steaks, Stetson hats, and the God-given right to poke bullet holes in road signs, it’s no exaggeration: Texas likes its trucks.

Pickups account for roughly a quarter of the state’s new-vehicle sales, counting for a remarkable 20 percent of the nation’s truck market. Plying the state’s ever-expanding highway network, gearheads like us can’t help but notice rows upon rows of pickup trucks, parked as they are on both stagnant Dallas freeways and dealer lots.

It’s no wonder then that pickup truck manufacturers market these trucks specifically to Texans.

At the end of September, some of my auto journo colleagues busied themselves with the French delights of Paris, covering new reveals at the Paris Auto Show.

Me? I was somewhere much more in line with my personality, surrounded by heavy-duty trucks at the 1.5-mile Texas Motor Speedway. With both Ford and Ram cresting the 900 lb-ft of torque mark, the General needed to play catch-up.

Enter Chevy’s new 6.6-liter Duramax Diesel.

For just the second time in 205 months, the Ram P/U range outsold the Chevrolet Silverado in the United States in September 2016.

It’s a victory wiped away by including GM’s other full-size pickup truck, the GMC Sierra, not to mention both Ram and Silverado are fighting for second place. The Ford F-Series is America’s top-selling truck line, outselling the Ram by 20,000 units and the GM twins by nearly 4,400 sales.

September was nevertheless the icing on the cake for a three-quarter period in which Ram’s pickups finished 27,549 sales ahead of their record-setting pace last year.

But Fiat Chrysler Automobiles placed a lot of extra cash on the hood to put so much icing on the cake.

Trucks are coming back to Oshawa — kinda.

According to The Globe and Mail, a $400-million investment will fund upgrades necessary for Oshawa to perform final assembly of General Motors pickups using bodies manufactured in Fort Wayne, Indiana, and shipped to Canada.

Shortly after the stroke of midnight, Jerry Dias and the rest of the Unifor-GM bargaining committee sat down in front of reporters immediately after marathon negotiations. Dias, the president of Unifor, was elated.

“I am pleased to announce to our members … that we have found a solution for your facilities,” he said to Oshawa workers through the media and the press conference live stream.

Indeed, Oshawa was saved.

That’s not to say there won’t be some pain — the Consolidated Line at Oshawa will still close on schedule in 2017 when GM begins production of a redesigned Equinox, and the union made some pension concessions — but, at least for now, the clouds have parted over one of Canada’s longest-standing auto-producing towns.

Yet, the announcement raised more questions as it answered. And there are two major unknowns yet to be revealed: the products allocated to the Oshawa and St. Catharines plants.

At this moment, according to AutoTrader and Cars.com, there are fewer than three dozen new Ram 1500 EcoDiesel Tradesman 4×4 Regular Cab pickup trucks available in the United States.

That’s right, of the roughly 8,000 Ram EcoDiesels and nearly 80,000 Ram 1500s available in the United States, there are approximately 30 available in a traditional working pickup truck format: diesel power, two doors, long box, base trim, four-wheel drive.

This is no slight on Ram or Fiat Chrysler Automobiles’ dealers. They’re simply responding to the market’s demands.

You, by which we mean the truck buying collective, don’t want real trucks. So you can’t have one. Because it’s highly unlikely you can find one, because dealers know you don’t want one.

After watching General Motors drop 825 pounds of rock into the beds of a Chevrolet Silverado and a Ford F-150, I wasn’t caught up in fairness or relevance or with the advertisement’s status as a marketing stunt. Some observers asked whether GM crossed an unwritten line shared by Detroit’s cross-town truck rivals, as if in a year when presidential candidates toss deeply personal insults around like water balloons at a summer picnic a pickup truck critique would be over the line.

To me, it simply seemed clear from the moment of the ad’s YouTube launch that the Chevrolet Silverado’s apparent toughness advantage would be more frequently viewed than a traditional truck commercial. As of this writing, Chevrolet’s YouTube channel has racked up 4.4 million views with “Silverado Strong: Steel Bed Outperforms Aluminum Bed,” ten times more views than the channel’s 22 previous ads have generated in the last month, combined.

The Silverado could use the increased attention. U.S. sales of GM’s best-selling model line are flat despite a six-percent sales increase in the truck market so far this year.

You may’ve noticed an ad campaign by General Motors touting the toughness of its steel cargo bed in comparison with Ford’s aluminum cargo hold. The Chevy came out battered and bruised, but Ford’s aluminum-bodied F-150 incurred multiple lacerations. GM, in its comparison, proclaimed itself the winner.

Then late Friday, a plucky upstart called Honda (you may know the company for its motorized bicycles and electrical generators), threw massive shade on the Detroit rivalry using the same test.

Summer’s here, and it’s never been a better time to please, please buy one of our cars, General Motors wants buyers to know.

The automaker plans to roll out a host of incentives during the month of June, Automotive News reports, to make up for a month that saw combined sales at all of its divisions sink 18 percent year-over-year.

It looks like Mexico couldn’t handle the demand.

After sending some of the production of its light-duty trucks south of the border in 2013, General Motors will soon begin assembly of the Chevrolet Silverado 1500 crew cab in Flint, Michigan, according to MLive.

The buttress is back, baby!

Chevrolet fans still in mourning over the loss of their beloved Avalanche get an early Christmas gift this year. A new Silverado package arrives this fall with all the goodies a ‘lanche aficionado could want, minus the acres of grey bodyside cladding.