General Motors' game plan for the most important vehicle launch since its 2009 bankruptcy amounted to producing a knockout next-generation pickup that would command top dollar. Critical acclaim for the redesigned 2014 Chevrolet Silverado and GMC Sierra suggests that GM nailed the first part of that strategy. But as the new trucks hit the heart of their launch cycle, the pricing part appears to be running up against cold market realities.
Many Chevy and GMC dealers say sales of the 2014 pickups have been disappointing since the June launch, stymied by stiff price competition from heavily discounted Fords and Rams.
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