GM dealers unhappy with sales, pricing decisions of 2014 Chevy Silverado, GMC Sierra
| October 28, 2013 |
The situation with the pricing of General Motors’ latest pickups gets weirder and weirder.
Just two weeks after deciding to offer at least $1,000 in incentives off the 2014 Chevrolet Silverado and GMC Sierra models in order to compete with Ford and Ram’s incentives off their older trucks, Automotive News reports that GM has decided to increase the price tag of the trucks by as much as $1,500.
And dealers aren’t happy about it.
The strange thing is that the cash back offers, which Automotive News reports go up to $1,500, are still in effect through October. So GM has effectively taken $1,500 off the price through the cash back incentive, and added it right back on in an increase of the price.
“It looked like we’re finally going to get into the game,” Rox Covert, dealer principal at two Chevrolet dealerships and two Buick-GMC stores in the Austin, Texas area told Automotive News. “Then they raise the prices,” Covert says. “It’s like it kicks you in the head.”
The new Silverados and Sierras have received a lot of positive attention and critical praise since their unveiling. But the sales haven’t lived up to that positive reaction in the face of heavy discounts on older models by competitors Ram and Ford. Several dealers told Automotive News that the trucks are selling poorly and that better rebates are needed.
Some dealers and analysts feel Ford and Ram’s advantage will be short-lived, but many dealers feel they are missing out on sales generated by the trucks’ launch.