As it battles the new F-150 from Ford Motor Co. (NYSE: F) and the successful Dodge Ram from Fiat Chrysler Automobile N.V. (NYSE: FCAU), General Motors Co.’s (NYSE: GM) Chevy plans to upgrade its flagship full-sized pickup, the Silverado. It is too early to know if anyone will care.
GM had total car and light truck sales of 1,505,545 in the first half of the year, up 3.4% from the same period a year ago. Silverado sales rose 14.6% to 275,822 on the same basis. To say GM has a great deal riding on the Silverado is an understatement.
Ford is in the midst of rolling out a radical redesign of its F-150, which includes a body built with a great deal of aluminum. The lighter weight equals better gas mileage. And the new mix of aluminum and steel is as strong as older versions, if not stronger. Chevy has to battle the Ford claims.
The upgrades of the Silverado are much more modest than those of the F-150 and rely mostly on cosmetic and software-related improvements:
- Bolder, more sculpted look reflects Silverado strength, dependability
- Available support for Android Auto and Apple CarPlay
- Expanded use of 8-speed transmissions; additional safety technologies
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Whether drivers want Android or Apple Inc. (NASDAQ: AAPL) entertainment software over, say, satellite radio is a toss-up. The value of the redesign may be lost on many customers.
Lost in the pickup truck battles is whatever secret market research the manufacturers have. Do drivers want a truck that can carry a heavier load? Do they want larger or smaller engines? Or leather seats or better gas mileage? With gas prices down that may not be as strong a selling point as was the case a year ago.
Or, research about what pickup drivers want may not be adequate to trigger many changes. As has been true with most new cars or upgraded models in the past, car manufacturers make as many mistakes as appliance companies. Some companies get lucky, while others do not.
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