The pricing announcement for GM's mid-size trucks raised a big question at TTAC – namely, how are they supposed to compete with GM's full-size trucks when there are such hefty rebates already available?
Reader dwford commented
"My 2014 GMC Sierra SLE Double Cab 4×4 with Z71, leather, 18″ wheels, auto climate control, heated seats, 5.3L V8 stickered for $44,455, I negotiated to $41,140 – $6750 rebates = $34,390+++. They priced the Canyon Crew Cab 4×4 V6 with leather at $37,875. Do you see the problem here…"
Aside from regulatory issues, pricing has been a big problem for smaller trucks. There generally aren't enough customers willing to pay full-size truck money (when incentives, generous ones at that) are taken into account, for a small or mid-size truck. Yes, there are plenty of logical reasons why an individual would want one. But the business case is rarely there, and the general ethos of "bigger truck = better/more macho/more impressive" doesn't help matters either.
I'm interested to see what GM will do in terms of marketing these trucks. As another reader noted, it will be tough to advertise the mid-size trucks, and then run ads for full-size trucks showing incentives worth thousands of dollars, if not more. The other scenario is that GM will have to discount the mid-size trucks almost immediately to ensure a healthy gap between the trucks and their pricing structure.
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