General Motors' new trucks are trickling to consumers, selling fast

Jamie L. LaReau Detroit Free Press

Published 10:00 p.m. UTC Aug 23, 2018

General Motors' new trucks are rolling in.

The redesigned 2019 GMC Sierra Denali and 2019 Chevrolet Silverado pickups are trickling in to dealership lots this week. GM introduced the new trucks earlier this year and started shipping them to showrooms a few weeks ago.

The GMC Sierra Denali and SLT models — GMC's two premium pickups — are built at GM's assembly plant in Fort Wayne, Indiana. GM started shipping the pickups from the plant about two weeks ago, said Kelly Wysocki, GMC spokeswoman.

The AT4, the next premium Sierra behind the Denali and SLT versions, will start shipping to dealerships in the next "couple of months," she said.

“Those are the models buyers are asking for," said Wysocki. "Over 75 percent of the crew cabs we sell are Denali and SLT models, so we thought we’d roll that out first.”

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The Sierra is a big seller for GMC. At the end of the second quarter, GMC had sold 100,874 Sierra pickups, up 1.7 percent from the same period in 2017, GM reported.

In 2017, about 18 percent of the Sierras sold were Denali trims, according to data from Cox Automotive.

Chevrolet sold 291,074 Silverados, up 10.7 percent from the year earlier period, GM said.

By comparison, Ford's F-Series, the biggest competitor in the pickup segment, sold 451,138 vehicles through the second quarter, up 4.9 percent from the year earlier period.

Sales already logged

GMC sold its first 2019 Sierra Denali on Aug. 9 in Olathe, Kansas, south of Kansas City, at Robert Brogden Buick GMC, Wysocki said.

The Denali is the top premium pickup in the Sierra lineup.The two-wheel-drive Denali starts at $54,700, not including a $1,495 destination charge, Wysocki said.

Cox Automotive said the average transaction price in 2018 for the Sierra 1500 to date is $51,794 for all trims and $58,738 for Denali trims.

On Monday, Farmington Hills dealership Sellers Buick GMC received its first Sierra Denali pickup in red, said Sellers' owner Sam Slaughter. It's still available, but a black Denali arrived Wednesday and sold that day. Sellers has another Denali sold that is on order, he said.

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"We have a lot of good customer feedback," said Slaughter. "The buzz on it is amazing."

Sellers has 10 more Sierra Denali pickups on order from the factory, which Slaughter expects to arrive in four to six weeks, he said.

"We’re excited to have it," Slaughter said. "GM has assured us that pricing will be in line with competitors."

Slaughter has about 50 of the 2018 Sierra pickups in stock to sell down as he awaits the redesigned 2019 arrivals. He said GM is offering good purchase and lease deals on those 2018 models. As for the new 2019's, he expects robust sales that will be driven largely by the innovative technology on the new Denali, he said.

"It’s just amazing the technology on this truck," Slaughter said. "The side blind spot alerts and traffic alerts ... the most unique thing about it is the tailgate, you can open it different ways. No one else has that."

A tailgate like no other

Indeed, the MultiPro Tailgate is like no other out there, agreed Rebecca Lindland, executive analyst with Kelley Blue Book. Lindland recently test -drove a Sierra Denali pickup that was priced at $65,000, which she said is a typical price point that a business would spend for a work pickup.

The MultiPro tailgate has six unique functions that allow for various loading options and can even fold into a standing workstation and allow easier access to items in the box.

"It’s really unbelievable and innovative," said Lindland. "No other truck, not even the Silverado, offers that. It will absolutely make the truck stand out."

Dealer Sam Slaughter said his sales staff is promoting the tailgate to customers.

GMC initially launched the Sierra Denali in 2001. The current body style was introduced in 2014 and refreshed in 2016, said Wysocki.

This next generation "sets a new standard with unparalleled advancements and exclusive design,” said Rich Latek, marketing director of GMC. “It offers more upscale appointments, purposeful technologies and capability — solidifying Denali as the ultimate in professional grade.”

GMC's advertising for the 2019 Sierra likely won't start until early next year given the slow roll-out for the pickup to stores, Wysocki said.

Silverado coming

Chevrolet started shipping Silverado pickups, also assembled at GM's Fort Wayne plant, to dealers on July 30 in what it calls a "staggered launch," said Monte Doran, a Chevrolet spokesman.

"The first production trucks are our most popular: crew cab, V8 models — LT trim and above," said Doran in an email. "By the end of the year, we will expand production to include the other cabs, models and engines."

He said the 3.0L Duramax diesel will begin production in early 2019.

At George Matick Chevrolet in Redford "a few of the 2019 Silverados" arrived in stock about a week ago, said Molly Williams, COO of Matick Auto Group. She was unsure how many have sold yet.

The 2019 Silverado LT crew cab pickup short box with 4X4 will be bigger, more capable and more fuel-efficient, yet has a starting sticker price of about $700 less than the outgoing model.

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Its starting price is $44,095, down from $44,795. Despite the lower price, the 2019 Silverado LT crew cab offers new standard equipment including a new 2.7-liter turbo engine with 22 percent more torque than the 4.3-liter V6 engine it replaces, an eight-speed automatic transmission, stop-start technology and active aero shutters.

Chevrolet has taken up to 450 pounds off the 2019 Silverado compared with the outgoing model through "advanced manufacturing and the use of mixed materials," the company said.

Doran said, "We have not announced timing yet on the advertising/marketing launch."

Contact Jamie L. LaReau at 313-222-2149 or jlareau@freepress.com

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