It’s easy to get blinded by the popularity of SUVs and the market boom it’s experiencing that we forget that it’s not the only space in the auto industry that’s experiencing a surge in sales and all around interest. The heavy-duty pickup market is also reaping plenty of sales, and a lot of automakers are looking to get a piece of that pie. Unfortunately for GMC, the influx of competition has come at the expense of its own success. Sales of the Sierra fell 7.15 percent in the third quarter of 2018. Deliveries of the model are also down 1.5 percent in the first nine months of the year.
The declining sales figures aren't that bad — GMC attributed it to the ongoing transition to the all-new 2019 model — but GMC apparently wants to get ahead of it before it becomes an even bigger problem.
The new $4,500 incentive program is one way do it. The incentive is available nationwide and applies to all 2018 GMC Sierra HD models. According to the terms of the program, GMC is offering $4,500 total cash allowance on any new Sierra 2500 or 3500 model. The offer is for everyone, including current GM owners and lessees, as well as owners of vehicles from other automakers. As expected, there are disclaimers to the offer, not the least of which is a timetable to avail of the incentive. Prospective owners, for example, must take delivery of their vehicles by October 31, 2018. The incentive is also not available with special finance, lease, or any adjacent offers from the automaker. All the same, not everyone can qualify for the offer, though that’s largely subject to the dealerships that will cater to a specific client.
On the surface, the deal looks enticing. Those who are interested in, say, a GMC Sierra 2500HD SLE can get the heavy-duty pickup for just $42,095 instead of $46,595. Should there be interest in the range-topping 2500HD Denali, the cost of buying one drops from $57,895 to $53,395. It’s the same story with the Sierra 3500HD. An SLE trim would only cost $43,295 while the top-of-the-line Denali trim would cost just $53,395, the same price as the Sierra 2500HD Denali with the incentives thrown in.
In a nutshell, GMC’s decision to offer this incentive program has less to do with declining sales of the 2018 Sierra as it is in moving the inventory to make way for the all-new 2019 model.
Once sales of the latter start kicking in, fewer people will be interested in buying the 2018 model so GMC is trying to sell as many as it can — even with the $4,500 incentive program — before the 2019 Sierra hits the market. It’s a sound strategy, though it’s unclear if a lot of people are going to take GMC up on its offer.
Editors Note: Don’t forget that the redesigned Sierra HD should debut sometime next year for the 2020 model year. So, if you really want something new, your best bet is to wait until next year to get your hands on GMC’s newest design and technology.
Further Reading
Read our full review on the 2017 GMC Sierra Denali 2500HD.
It looks bigger and bolder
Read our full review on the 2019 GMC Sierra.
Read our full review on the 2017 GMC Sierra 2500HD All Terrain X.
Read our full review on the 2019 GMC Sierra AT4.
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