The big news in the truck world earlier this week was Ram unseating the long-standing Second Place Chevrolet Silverado in the monthly sales race. Although the margin was a mere few hundred units, it was symbolic of a major upset of the established order, and potentially a sign of things to come. General Motors is not taking the matter sitting down, and to help reclaim what it considers its rightful place, the company is extending discounts on some Chevrolet Silverado and GMC Sierra models to reestablish the rightful pecking order, Reuters reports.
March was officially "Truck Month" at Chevrolet and GMC dealerships, but it’s becoming "Truck Months" with the extension of the promotion into April. Chevrolet is offering discounts of more than $8,000 on some Silverado 1500 and 2500 HD models. In addition, some dealerships are adding their own discounts to help sweeten the deal—and to reestablish the Chevy Silverado’s Second Place sales spot.
GM had long resisted relying excessively on incentives and rebates, saying instead it was more interested in increasing profit margins than simply chasing volume, but the intense pressure from Ram over the last 18 months has prompted a change of heart. Some have noted the Ram/Silverado sales comparison is not an exact apples-to-apples association, as Chevrolet no longer offers models comparable to the 4500- and 5500-series models sold by Ram. However, sales of those models are a relatively small overall share of Ram models, with the 1500 and 2500 truck models representing the majority of the line's sales.