Truck Wars: The (GM) Empire Strikes Back
After the loss of second spot in truck sales last month, Chevrolet is gearing up to wage war on RAM, and they want back the spot they held for more than a decade.
One of GM’s District Managers sent an email to its dealerships, saying that they had to fight to sell more trucks than ever, to push back RAM’s invasion of their territory.
In the US, the annual Truck Month was held last March by Chevrolet. They were offering pretty solid incentives on new vehicles, sometimes up to $7,540 on a 1500 Silverado. Now, to generate more sales, the manufacturer is offering even more of a rebate, up to $8,162 for a 1500, and $8,974 for a Heavy-Duty Silverado!
It is also worth noting that just a couple days ago, Jim Cain was quoted saying that "it's really easy to deeply discount your truck, mine the subprime market and offer cheap lease deals to buy market share." Funny, how the strategies evolve over a few days…
We will follow this story closely, since it is the first time Chevrolet has lost the second place in sales since 1999.