General Motors Co. has been struggling all year with sales of its Chevy Silverado pick-up. The Silverado is historically the top selling vehicle in the U.S. for the largest of the Big Three. It sits just behind Ford Motor Co.’s F-series which has been the market leader for most of the last four decades
Over the first four months of 2014, Silverado sales are off by 3.5% to 150,512. Total U.S. car and light truck sales are up 3.1% to 4,980, 081 during the same period. However, Silverado sales are rarely measured against the market at large. Pick-ups are by far the best selling vehicles in America. So, the Silverado’s primary competition are the F-series, and Chrysler’s Dodge Ram.
F-series sales have risen 3.9% over the first four months to 236,745. Ram sales have surged 22.5% to 133,580. The Silverado is not only losing market share. It risks falling behind Ram as the second best selling truck in the market.
Chevy has responded to the Silverado problem with very deep discounts. The sales figures show these have not worked very well so far.
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