Nation’s Biggest Chevy Dealer: 80 Percent of Trucks Sold with Bedliner
Majority of Liners Sprayed-In at Dealer
Over the past week, Chevrolet certainly stirred up a hornet’s nest of controversy with its new series of videos and ad spots that drop a load of paver bricks and a metal toolbox in the respective beds of the Silverado 1500 and Ford F-150. According to the videos, the drops dented the Silverado bed but positively gouged and punctured the F-150 bed. While doing the visual demonstration on bare metal beds is perhaps the fairest apples-to-apples comparison of the beds’ toughness, we wondered how realistic the demonstration was of trucks on the road and on the jobsite.
According to Mark Allen, sales director for Classic Chevrolet in Grapevine, Texas, the nation’s largest-volume Chevrolet dealer, the staged video demonstrations are not representative of most trucks on the road, at least not those sold by the dealership. Allen said 80 percent of the new trucks sold by Classic are equipped with bedliners, and of those, the vast majority are sprayed-in liners applied at the dealership. Of the customers that opt for bedliners, only 10 percent select a drop-in liner. The dealership uses the Rhino Linings system applied on-site.
Mark Pfaff, office manager for Turbo Liner in Kellogg, Idaho, which does the majority of spray-on liner applications for nearby Dave Smith Chrysler-Dodge-Jeep-Ram, the largest-volume Ram truck dealer in the U.S., said he estimates more than 50 percent of the new trucks sold by the dealer get a spray liner at the time of purchase. Of those customers that don’t opt for a liner at purchase, as many as 25 percent end up coming back to get one applied. As was the case with the other dealers we contacted, the majority of trucks ordered by the dealership are not equipped with the factory-applied bedliner.
Pfaff said he believed the factory-applied liners were an “inferior product” with a much thinner application and cost being the main factor for the OEMs. Turbo Liner also does a substantial business with the local Ford dealer and says a similar or greater percentage of Ford trucks are purchased with a spray liner applied at the dealer.
The paver brick and toolbox drops on bare metal beds may make for good and controversial video but, according to our research, are representative of a minority of new trucks sold, the majority of which, at least at some of the country’s largest-volume truck dealers, receive a liner at the time of purchase.
George Lezon, executive vice president of operations at Line-X, said whether you’re buying new or used, a liner can help increase the durability and utility of a truck. “Trucks are built to be workhorses, whether for work or play, but protection is key for sustaining value over the life of the truck. Whether you’ve got a brand-new truck or a used truck, a liner can help extend the useful life of the truck.”
Sources: Classic Chevrolet, Dave Smith Chrysler-Dodge-Jeep-Ram, Turbo Liner, Line-X