GM’s Promotional Storm Through Texas Ups the Ante in Pickup War
The General Motors Co.’s promotional stint through Texas last week launched the start of its marketing campaign for the redesigned 2014 Silverado. GM’s flashy display will be seen at all the popular spots, including routes full of truck buyers: a deep sea fishing tournament in a Gulf Coast town and a home and garden show in El Paso. Wherever truck buyers are, GM is going to be there.
Back in May, editor Bruce Smith took the new 2014 Chevy Silverado 1500 for a test drive; it’s no question as to why GM is showing off the new model. GM’s national Silverado campaign shows just how fierce the pickup war will be in the years to come. Their statewide promo through Texas is vital to this fight; Texas accounts for 1 in 6 pickups sold nationally, according to Tire Business. GM knows where its support will come from. The company believes its first redesigned pickup in seven years will reverse the sharp losses in pickup shares that largely went to Ford. In 2008, GM reigned in Texas, according to Polk, with the Silverado, Avalanche and GMC Sierra. However, Ford claimed the throne in 2009 – the year of GM’s government-led bankruptcy – and hasn’t looked back since.
Polk data shows that Ford is on pace for its strongest showing since 2008. It’s no wonder as to why GM was present in every corner of Texas. “We’ve got to win in Texas to be able to win this game in truck sales,” says Maria Rohrer, Silverado marketing director. And right she is. A Texas win is crucial to GM’s pickup market. Polk analyst Tom Libby believes GM has picked the right time to gain the lead in the pickup market. Through May, full-sized pickups are up 21 percent. GM has the chance to take share from their competitors.
GM’s strategic move hasn’t gone unnoticed. Ford’s truck marketing manager Doug Scott believes GM’s marketing blitz will give them an opportunity to build share in Texas. Scott says Ford is “on everybody’s shopping list.” With Ford launching its next-generation F-150 and Toyota launching a redesign of the 2014 Tundra this fall, GM will have to push sales to gain shares.
Judging from GM’s impeccable timing, the pickup war just got a little more intense.
