New GM Pickup Takes Back Seat to Older Model


Bloomberg News - May 8, 2013

Even though General Motors will start delivering redesigned Chevrolet Silverado pickups to dealers this month, most full-size truck deliveries will be of current-generation vehicles.

Find out where the new lineup stands at the present time.

General Motors, which will start delivering redesigned Chevrolet Silverado pickups to dealers this month, said most of its full-size truck deliveries this year will be of current-generation vehicles.

“Some time in the fourth quarter we’re going to start retailing more new than old,” Chris Perry, Chevy U.S. marketing vice president, said today in an interview at a ranch outside San Antonio.

The redesign of the Silverado and its GMC brand counterpart, the Sierra, are among about 20 new vehicles GM is bringing out this year to renew a lineup that grew stale following the company’s 2009 bankruptcy reorganization. The company’s U.S. market share fell to an 88-year-low in 2012 as Toyota Motor Corp’s sales rebounded. Toyota’s U.S. comeback helped it overtake GM as the world’s best-selling automaker.

About 70 percent of Silverado sales this year will be the older version, Maria Rohrer, marketing director of Chevy full-sized pickups, said in an interview. The new 2014 model year double cab goes on sale in the third quarter followed by the regular cab a month to 45 days later, she said. The heavy-duty version will be shown at the Texas State Fair in the fourth quarter, she said.

GM aims to boost the mix of more-expensive crew cabs from about 50 percent toward to more than 60 percent, Perry said.

“That’s where some of our competitors have gone strong with the crew cab,” Perry said.

GM finished April with 228,524 full-sized pickups in its inventory, or a 103-day supply, the company said May 1.