Apparently most of the 2014 Chevrolet Silverado and GMC Sierra 1500 critics who panned the new half-tons' conservative design strategy deserve to eat some crow. According to Automotive News, the fact that GM's twin pickup trucks have lost marketshare should not be the key to assessing the success or failure of the new pickups. With transaction prices of the pickups at $5,000 more per vehicle than last year, these two trucks have played a major role in providing the new GM with solid profits.
But some dealers are worried that the drop in marketshare and GM's reluctance to put more incentives on the hoods of the trucks means some customers will turn to a competitive dealer, especially when those competitors offer segment-exclusive technology and cool features the GM twins lack. The article speculates that the next generation of GM 1500s could make use of more lightweight materials, offer eight- and 10-speed transmissions and more fuel-efficient powertrains. Some of the more aggressive federal fuel economy regulations don't go into effect until the 2019 model year, right about the time the next-generation Chevy Silverado and GMC Sierra are due.
Whether GM is willing to concede any more marketshare (remember, Ram outsold Chevrolet in March, 2014 for the first time) or is able to pick up a few percentage points with more incentives remains to be seen. GM seems to have done pretty well designing and producing more $40,000-plus trucks for customers, but to stay in the black it will need to address its market-share slip soon, and that could mean better pricing and bigger deals. Summer and fall pricing will be key.