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 On its consumer website, Chevrolet on Thursday was offering
discounts of up to $8,162 on the light-duty Silverado 1500 and up to
$8,974 on the heavy-duty Silverado 2500HD.
Some dealer discounts around the United States were even higher — up to around $10,000 — on the Silverado and its sister model, the
GMC Sierra, as many dealerships added their own cash to official
factory offers.
Heavier spending on the big trucks is likely to cut into profits at
all three U.S. manufacturers, although full-size pickups remain
among the most profitable vehicles in the industry, accounting for
more than two-thirds of the U.S. automakers' global pre-tax
earnings.
GM had hoped to begin winding down rebates and other incentives on
its full-size Silverado, whose sales rose 7 percent last month to
42,246, still well behind segment leader Ford Motor Co's <F.N>
F-Series, with sales of 70,940, up 5 percent. Ram sales jumped 26
percent, to 42,532, driven by aggressive discounts of up to around
$8,000.
Chevy and GMC dealers have turned up the discount blowtorch in early
April, carrying over and fattening offers from March.
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On its website, Courtesy Chevrolet of Phoenix on Thursday was
advertising a 2014 Silverado 2500HD Crew Cab for $44,669, a $10,066
discount off the sticker price.
Bob Bell Chevrolet in Baltimore was running an Internet special on a
2014 Silverado 1500 Crew Cab for $36,743, a $10,382 discount.
In Utah, Salt Lake Valley Buick GMC advertised a 2014 GMC Sierra
Double Cab for $37,328, a discount of $8,397.
(Reporting by Paul Lienert in Detroit; editing by Leslie Adler)
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