While Ford’s F-150 sits comfortably at the top of the full size pick-up truck US game, March brought a never before seen situation – for the first time since 1978 the Chevrolet Silverado lost second place to Ram’s 1500.
While last month’s loss was at a very small margin – 42,532 to 42,247 units for the Silverado and the Chevy remains in second place over the first quarter – the model has been seeing an overall decline.
To fight the trend, and also maybe alleviate customer anxiety over the recent scandal surrounding the 2.6 million cars recalled in relation to the ignition switch problem, Chevrolet is boosting discounts in April.
On it’s website, Chevrolet offered a light-duty Silverado 1500 for up to $8,162 less and the heavy-duty Silverado 2500HD for an even better $8,974 lower purchase. Also, as many dealers offer their own discounts next to the factory ones, the Silverado and the twin GMC Sierra were up for grabs with discounts of up to $10,000.
While big discounts could dent profits at all three big Detroit automakers, the fact is they have a big margin, with full size pick-ups making a huge chunk of the automakers global pre-tax earnings – as these models remain among the most profitable in the auto industry.