Desperately at that, when you have the newest truck in segment and your market share is still slipping
. Granted a large part of Silverados problem comes from Ford heavily discounting 2014 F150s to make way for the new 2015 truck in the fall, and RAM offering the highest incentives in the industry on the 1500. No matter, I think Silverado is really suffering because its boring.
The design looks slightly rewarmed regardless of the mechanical changes made, visually it doesn't differentiate enough.
However that is only half the battle, where is the excitement? Chevrolet needs a dab of dazzle or a cat on ketamine kind of proposition. F150 Raptor, Tremor and the 1500 RAM Runner Mopar Pack are all offers for the gasoline junkie to get his fix, wheres Silverado, making your heart gush with heart felt adverts? HA, thats not what truck buyers want, they crave dirt in the nails, scuffed boots and maybe a beard or two.
Understood that we're talking about low volume halo trucks here, but a halo is exactly what you need. It may not be what 95% of your core clients buy, but what it does is show your core that not only do you have a pulse but you're seeking to elevate it, and that is what creates unbridled lust for things they'll never have, but can be associated with through the periphery.
This is exactly why Chevy NEEDS the Cheyenne. A Halo truck they can tout and show off in advertisements, take it to the Nurburgring for all I care, this truck should not be about work or even about being a truck at all, it needs to be sold as a sports car in a half tons body, it needs to be shown that the people running the show really are insane technical marvels.
Whats better tepid sales and lack of interest on every level? Build the thing boys, your business certainly needs it...
So do it Ms.Barra, do it...