GM to Give Full-size Pickups A Billion Dollar Update

January 14, 2010
General Motors is preparing to empty some of its financial war chest, to the tune of a billion dollars, on a thorough update of its full-size pickups.

Our colleagues at have reported that GM sees a need to get ahead of the curve on an update for the Chevy Silverado and GMC Sierra in anticipation of economic recovery. While sales of full-size SUVs, primarily personal use vehicles, have plummeted during the recent financial crisis, the recovery of certain industries such as construction supports a fairly solid demand for pickup trucks. And this is fairly true regardless of the whims of the personal use market and looming threats of soaring fuel prices.

The surprising factor in this news is that the Silverado and Sierra both debuted new designs fairly recently in 2006. GM has not historically been known to make frequent extensive updates or redesigns to its truck line-up. But then the present auto and truck market is more cut-throat than at any other time in automotive history. Desperate times... desperate measures. You get the idea.

Both Ford and Dodge have updated their full-size truck offerings since GM's trucks saw rebirth in 2006. In fact, both of these competitors have been doing quite well. The Ford F-Series retained the title of best selling pickup in the U.S. And also gained market share during 2009. The 2010 Dodge Ram was recently named Motor Trend Magazine's Truck of the Year.

And then there are the import brands to consider. Though the Toyota Tundra has seen its share of recent recall woes, it is still a credible threat to the GM trucks. The Nissan Titan, while technically a competent offering for light duty users, simply can't seem to gain traction against the domestics and just doesn't seem to pose much of a threat.

GM is defintely banking on American economic recovery and wants to be able to respond with top notch truck products when the market rebounds. Autoblog quoted t a speculated 2012-2013 timeframe for the new GM trucks to hit dealer lots.


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