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.