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Deep discounts — $12K, $13K, $16K — are fueling a pickup price war

Heavy discounts of up to $16,000 per vehicle are fueling a "truck war" among full-size pickups sold in the United States by the Detroit Three, a Reuters analysis shows. Strong U.S. sales this year of the highly profitable big trucks have helped offset lagging passenger car sales. But it is not clear how much of the truck demand is linked directly to ample factory incentives and dealer discounts, or how far sales might decline without those subsidies. A Reuters survey of Ford, General Motors Co's Chevrolet and Fiat Chrysler Automobiles's Ram truck dealers across the United States indicates stores are offering deep discounts the country's bestselling full-size pickup trucks. "The walls are not crashing down on full-size trucks," said Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions in Chester Springs, Pennsylvania. Detroit-based automakers want to keep cranking out their high-margin trucks, he added, and "giving up a little of the profit is the cheapest way to do it." Stores are offering discounts of up to $12,000 on the 2018 Ford F-150, which remains the best-selling vehicle in the country, recording more than 80,000 sales in May. Discounts run up to $13,000 on the 2018 Chevrolet Silverado and as high as $16,000 on the Ram 1500. Average transaction prices for full-size pick-ups range from around $42,000 to $45,000, industry analysts and automakers say. All three companies are spending furiously - GM and Fiat Chrysler to help sell off carryover 2018 trucks to prepare for redesigned 2019 models, and Ford to sustain its long-held sales crown. A supplier fire that temporarily shut down production of the F-150 last month "changed the game," said Jeff Schuster, senior vice president of forecasting at LMC Automotive in Troy, Michigan said. The supply halt nudged Ford's crosstown rivals "to ratchet up incentives on the current models to go after weakness at Ford," he said. Deals advertised on the companies' official websites range from rebates and low-interest loans to ultra-cheap lease rates, but they are not telling the whole story. Ford, for instance, advertises a $2,000 rebate and a $500 financing credit on sales of certain F-150 models. But James Collins Ford in Louisville, Kentucky, is offering discounts of up to $12,215 on the 2018 F-150 XLT SuperCrew 4x4. The price cuts are even steeper at a number of GM and Fiat Chrysler dealers. Quirk Chevrolet is selling the 2018 Silverado 1500 Double Cab at $13,000 off sticker.

2015 GMC Canyon

As discussed earlier today, the 2015 Chevrolet Colorado is a new standout in terms of midsize trucks. But the Colorado wasn't the only pickup the General Motors team brought to San Diego for us to sample. Also along for the ride was a pack of GMC Canyons, the slightly more expensive and polished platform-mate to the Chevy.
There's no question that the Canyon and the Colorado are a lot alike under the skin - almost entirely, in fact - so GMC has worked to first create some daylight between the two trucks by way of sheetmetal. This is most obvious from the front view, where the blocky and blingy GMC grille replaces the more subdued tone and shape seen on the Chevy's nose. Projector headlights with LED running lights come as standard, and, again, with the squared-off look that is typical of the brand. 16-inch aluminum wheels come stock on the GMC, too, with the 17-inchers seen on my photo truck offered as standard equipment on the top-trim SLT.
GMC considers the Canyon to be the only premium truck in the segment (which is clearly true), and the team has spent a ton of time and effort to get the interior correct to prove out that point. "Any trim that looks like metal, is metal," I was told at the product briefing, a certain indication that the company is serious about bringing a new class of buyer to a truck segment that it hopes to redefine.

GM planning to put its fullsize pickups on a big diet, too

General Motors is just coming off a complete redesign of the Chevrolet Silverado and GMC Sierra for 2014, but in the US fullsize truck market, there is no rest for the weary. According to Reuters, plans are already unfurling for both trucks to drop pounds from their curb weight over the next few years, but this will unlikely be able to keep pace with the 700-pound diet targeted for the next-generation Ford F-150, a truck expected to debut late next year.
The biggest weight reduction for these trucks might not be available until the next full redesign, which will likely happen around 2019, but the article says that smaller updates could shave pounds in the meantime. Two examples given include an "aluminum-intensive" version of the Silverado that could shed 250 pounds and debut around the same time as the lighter-weight, aluminum-bodied 2015 Ford, and there is also talk of reducing weight for driveline components such as axles and driveshafts. These changes are all part of an attempt to meet strict new fuel economy standards coming in 2017, targets which will get even tougher in 2025.