In the never-ending war between half-ton pickup trucks, the Chevrolet Silverado has fallen into an awkward situation. The perennial number-two truck has sustained at number-three for nearly nine months now, bested by the Ram 1500.
Despite the fall to number-three, General Motors says it isn’t concerned about it. Automotive News reports the company is simply blaming its launch cadence of the redesigned Silverado and a lower mix of fleet sales as the reasoning behind the fall.
The report says GM has lost nearly three percent of its full-size truck marketshare thus far in 2019, caused primarily by the Ram outselling the Silverado by a hefty 22,000 units year-to-date. The marketshare calculation also includes the redesigned GMC Sierra.
Barry Engle, GM president of the Americas, says he isn’t concerned, calling it a “temporary phenomenon.” Engle is blaming the company’s planned launch cadence and capacity constraints as the reasoning behind it.
Specifically, Engle says GM intentionally launched the redesigned Silverado by prioritizing the higher-end trim levels. This cadence is likely due to the fact the company is continuing to produce the last-generation Silverado, largely for fleet customers. Therefore, the new Silverado has been primarily a retail-only truck.
GM says it plans to increase production capacity of its HD trucks by 40,000 units and its half-tons by 20,000, enabling the company to offer dealers a broader mix of trim levels. Engle is confident this will resolve their current marketshare loss.
As part of the capacity increase, GM will specifically double production of the Silverado Trail Boss trim level, which dealerships says “flies of the lot.” Dealerships are screaming for more Trail Boss models.
Engle also states the Silverado’s retail marketshare has climbed over five percent between January thru May, while the Sierra is up 1.9 percent.