Confused by pickup claims? That's the idea
Skip to main content
Sister Publication Links
  • Automotive News Canada
  • Automotive News Europe
  • Automotive News Mexico
  • Automotive News China
  • Automobilwoche
AN-LOGO-BLUE
Subscribe
  • Subscribe for $7
  • Account
  • login
  • HOME
  • NEWS
    • Dealers
    • Automakers & Suppliers
    • News by Brand
    • Cars & Concepts
    • China
    • Shift
    • Mobility Report
    • Special Reports
    • Digital Edition Archive
    • This Week's Issue
    • TrumpReuters.jpg
      Trump touts finishing 'big deal' with China soon
      Annual electrified vehicle sales likely to dip in 2019
      GM loses more ground as JV deliveries fall
      VW brand posts sales growth for 3 straight months
    • Many lessons learned -- and some underway -- on battery safety
      Four technologies that could take the world beyond lithium ion
      How adhesives aid EV design
      A look at how lithium ion batteries work
    • Connected cars yield to broadband as FCC advances airwaves plan
      CEO of GM's Cruise hints at offering low-cost shared rides
      NTSB scrutinizes 'automation complacency' after Uber crash
      Karl-Thomas Neumann joins board of Israeli startup
    • Automotive News special report: Retail Realities
      2019 UAW-Detroit 3 negotiations: The path forward
      Dealerships owned by ex-NFL stars face collapse, litigation
      Want a luxury car? Try a Kia
    • With battery partner, GM eases risk
      Automakers push GPB to sell stores
      FCA and PSA together will be stronger, Tavares says
      Nissan furloughs U.S. employees to save cash
    • Access F&I
    • Fixed Ops Journal
    • Marketing
    • Used Cars
    • Sales
    • Best Practices
    • Dealership Buy/Sell
    • NADA
    • NADA Show
    • Automakers
    • Manufacturing
    • Suppliers
    • Regulations & Safety
    • Executives
    • Leading Women Network
    • Guide to Economic Development
    • PACE Awards
    • Management Briefing Seminars
    • World Congress
    • Aston Martin
    • BMW
      • Mini
      • Rolls-Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Fiat Chrysler
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Ferrari
      • Fiat
      • Jeep
      • Maserati
      • Ram
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
      • Holden
    • Honda
      • Acura
    • Hyundai
      • Genesis
      • Kia
    • Mazda
    • McLaren
    • Mitsubishi
    • Nissan
      • Infiniti
    • PSA
      • Citroen
      • Opel
      • Peugeot
    • Renault
    • Subaru
    • Suzuki
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
      • Seat
      • Skoda
    • Volvo
    • (Discontinued Brands)
    • Auto Shows
      • Detroit Auto Show
      • New York Auto Show
      • Los Angeles Auto Show
      • Chicago Auto Show
      • Geneva Auto Show
      • Paris Auto Show
      • Frankfurt Auto Show
      • Toronto Auto Show
      • Tokyo Auto Show
      • Shanghai Auto Show
      • Beijing Auto Show
    • Future Product Pipeline
    • Photo Galleries
    • Car Cutaways
    • Design
  • OPINION
    • Blogs
    • Cartoons
    • Keith Crain
    • Automotive Views with Jason Stein
    • Columnists
    • China Commentary
    • Editorials
    • Letters to the Editor
    • Send us a Letter
    • Alfa-Romeo-Stelvio- web.jpg
      Alfa Romeo could be Tavares' toughest turnaround
      Iacobelli
      Alphons Iacobelli: The bad penny that keeps turning up
      With Mach-E, Ford ensures Mustang badge will live on
      Autonomous
      A call for clarity on self-driving terminology
    • view gallery
      1 photos
      Hop On In
      view gallery
      1 photos
      Polarizing Design
      view gallery
      1 photos
      Charging Ahead
      Roger Penske buys the Indianapolis Motor Speedway and IndyCar
      view gallery
      1 photos
      Pace Truck
    • Shifting gears away from the stick shift
      SEMA still a wonderful circus
      Penske still has plenty of races to win
      Ford's turn in the hot seat
    • December 13, 2019 | Toyota’s Lentz had grace, style and class
      December 6, 2019 | All-Stars will leave an imprint on the industry’s future
      November 29, 2019 | Plenty to be thankful for in the automotive industry
      November 22, 2019 | GM’s lawsuit against FCA is all about payback
    • Jody Hall
      Manufacturing materials count in vehicles' impact on planet
      EV hype or reality? Follow the money
      Lindsay VanHulle
      AI changes work at dealerships
      Troy Blackwell
      New ideas needed to lift EV residuals
    • Output begins to recover, but pressure remains for carmakers
      EV taxis
      Beijing, unrelenting, steps up push for EV output
      Buick in China
      Global automakers raise bet on gasoline crossovers, SUVs in search of growth opportunities
      American brands, losing ground, face new challenges in China
    • Uber case should prompt tighter AV controls
      Plan to clean up UAW corruption is a good start
      Shared benefits make FCA-PSA union worth risk
      GM, UAW should get credit for working out deal
    • Cadillac needs to get its priorities straight
      Trabant has been reliable, mostly
      EVs have challenges, but so did early ICEs
      Detroit 3's sedan move shortsighted
  • DATA CENTER
  • VIDEO
    • AutoNews Now
    • First Shift
    • Special Video Reports
    • Weekend Drive
    • AutoNews Now: Mercedes to delay U.S. launch of all-electric EQC
      AutoNews Now: Asbury to buy luxury dealerships for $1B
      AutoNews Now: Toyota NA chief Jim Lentz to retire in March
      AutoNews Now: GM, Ford praise USMCA compromise
    • First Shift: Tesla says Cybertruck likely will be medium-duty pickup
      First Shift: Feds probe July fire at UAW headquarters
      First Shift: Chevy SUVs get more space, tech, safety features
      First Shift: Workers at several FCA plants vote to approve contract
    • Florida FCA store scores with soft-sell approach in service drive
      Ford's Jim Hackett on Wall Street, the Mustang Mach-E and tech opportunities for dealers
      watch video
      9:13
      Women service staffers defy perceptions, boost customer satisfaction
      Tenn. dealer preaches profits, fixed ops longevity, workplace empathy
    • Why Carlos Tavares wants to merge PSA and FCA  
      Lincoln aims to 'paint a new picture' for shoppers
      VW's Scott Keogh on bringing 'cool' EVs to the masses
      How Toyota found its 'niche' in Mexico
  • EVENTS & AWARDS
    • Events
    • Awards
    • World Congress
    • Retail Forum: NADA
    • Canada Congress
    • Marketing 360: L.A.
    • Europe Congress
    • Retail Forum: Chicago
    • Leading Women Conference Detroit
    • Retail Forum: Toronto
    • Fixed Ops Journal Forum
    • 100 Leading Women
      • Submit a nomination for 2020
    • 40 Under 40 Retail
    • All-Stars
    • Best Dealerships To Work For
    • PACE Awards
    • PACEpilot
    • Rising Stars
    • Europe Rising Stars
  • JOBS
  • +MORE
    • Leading Women Network
    • Podcasts
    • Webinars
    • Publishing Partners
    • Classifieds
    • People on the Move
    • Newsletters
    • Contact Us
    • Media Kit
    • RSS Feeds
    • Shift: A Podcast About Mobility
    • Special Reports Podcasts
    • Weekend Drive Podcasts
    • Ally: Do It Right
    • DealerSocket
    • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
    • Facebook: The road to a zero-friction future
    • Guide To Economic Development
    • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
MENU
Breadcrumb
  1. Home
  2. Blogs
April 08, 2013 01:00 AM

Confused by pickup claims? That's the idea

Larry P. Vellequette
Larry P. Vellequette
Reporter covering Toyota and Volkswagen for Automotive News
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    GM said the 2014 Chevy Silverado (pictured) and its GMC Sierra twin received EPA mpg ratings of 16 city/23 highway for two-wheel-drive models and 16 city/22 highway for four-wheel-drive versions.

    DETROIT -- The five automakers that build full-sized light-duty pickups must hate tree-grown fruit because they sure go out of their way to avoid apples-to-apples comparisons.

    The fuel economy ratings for General Motors' redesigned 2014 Chevrolet Silverado and GMC Sierra light-duty pickups highlight the confusing claims that dominate one of the industry's most competitive segments.

    Last week, GM said the twin pickups received EPA mpg ratings of 16 city/23 highway for two-wheel-drive models and 16 city/22 highway for four-wheel-drive versions. The ratings were for crew cab versions of the 1500-model pickups powered by GM's optional 5.3-liter V-8 engine mated to a six-speed automatic transmission.

    The 5.3-liter's fuel economy ratings were higher than the ratings for V-8 powered base pickups from Ford Motor Co. and Chrysler Group's Ram brand but lower than the ratings for V-6 powered pickups from those rival brands.

    Just as the EcoBoost isn't Ford's highest mpg engine in the F-150, GM's 5.3-liter V-8 isn't likely to be its most fuel-efficient engine offering in the 1500 Silverado and Sierra. But it doesn't matter because the marketing machine associated with each automaker has claimed its own Island of Truth and vows to defend it to the death -- whether somebody else makes a competing claim or not.

    It is the same Greek tragedy that continues to play out in the segment with towing claims. Last month, Toyota's Bob Carter called out the Detroit 3 -- and Nissan, by extension -- for not following their mutually-agreed-upon standard to measure towing capacity safely.

    Pickups represent an outsized profit center for the Detroit 3, which zealously guard the segment they dominate and their respective market shares within it.

    But because of the wide variety of vehicles within the segment -- from stripped-down 2wd regular cab pickups that cost less than $20,000 to diesel-powered dually 4x4s at almost four times the price -- there is plenty of room for automakers to make competing claims.

    Jeff Luke, chief engineer for the Silverado, said the V-8 mileage claims GM is touting represent "a new bar for mainstream pickups," which he said were the "backbone" of the American economy.

    "These aren't just claim trucks," Luke said, in a not-so-subtle jab at the common practice of building special versions of pickups specifically to make outsized marketing claims. "These are trucks that most customers will actually buy and drive."

    But it also shows that GM -- and by extension, its dealers -- have been stung by Ford's success with its Ecoboost turbocharged V-6 engine and the 25 mpg highway rating some Ram 1500s received after adding an eight-speed transmission.

    Both the Silverado and Sierra lost market share last month among full-sized pickups compared with March 2012, with the Ram picking up the lion's share of that loss and Ford also edging up. It is the continuation of a trend that has been ongoing for several months.

    GM's stated strategy of pushing fuel-conscious pickup customers toward its compact -- and presumably lower margin -- Chevy Colorado and GMC Canyon pickups is markedly different from the pickup strategies at Ford and Chrysler. Ultimately, its success is likely to hinge on the brand loyalties of GM's traditional pickup customers.

    Letter
    to the
    Editor

    Send us a letter

    Have an opinion about this story? Click here to submit a Letter to the Editor, and we may publish it in print.

    Recommended for You
    Digital Edition
    THIS WEEK'S EDITION
    See our archive
    Fixed Ops Journal
    Fixed Ops Journal - 12-16-19
    Read the issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    Subscribe for $7

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business. This week only: Subscribe for $7/ month or $79/ year (up to 50% off the full price)

    Subscribe Now
    Connect With Us
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter

    Our mission

    The Automotive News mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in North America.

    AN-LOGO-BLUE
    Contact Us

    1155 Gratiot Avenue
    Detroit, Michigan
    48207-2997

    (877) 812-1584

    Email us

    Automotive News
    ISSN 0005-1551 (print)
    ISSN 1557-7686 (online)

    Fixed Ops Journal
    ISSN 2576-1064 (print)
    ISSN 2576-1072 (online)

    Resources
    • About us
    • Contact Us
    • Media Kit
    • Subscribe
    • Manage your account
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    Automotive News
    Copyright © 1996-2019. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • NEWS
      • Dealers
        • Access F&I
        • Fixed Ops Journal
        • Marketing
        • Used Cars
        • Sales
        • Best Practices
        • Dealership Buy/Sell
        • NADA
        • NADA Show
      • Automakers & Suppliers
        • Automakers
        • Manufacturing
        • Suppliers
        • Regulations & Safety
        • Executives
        • Leading Women Network
        • Guide to Economic Development
        • PACE Awards
        • Management Briefing Seminars
        • World Congress
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls-Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Fiat Chrysler
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Ferrari
          • Fiat
          • Jeep
          • Maserati
          • Ram
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
          • Holden
        • Honda
          • Acura
        • Hyundai
          • Genesis
          • Kia
        • Mazda
        • McLaren
        • Mitsubishi
        • Nissan
          • Infiniti
        • PSA
          • Citroen
          • Opel
          • Peugeot
        • Renault
        • Subaru
        • Suzuki
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
          • Seat
          • Skoda
        • Volvo
        • (Discontinued Brands)
      • Cars & Concepts
        • Auto Shows
          • Detroit Auto Show
          • New York Auto Show
          • Los Angeles Auto Show
          • Chicago Auto Show
          • Geneva Auto Show
          • Paris Auto Show
          • Frankfurt Auto Show
          • Toronto Auto Show
          • Tokyo Auto Show
          • Shanghai Auto Show
          • Beijing Auto Show
        • Future Product Pipeline
        • Photo Galleries
        • Car Cutaways
        • Design
      • China
      • Shift
      • Mobility Report
      • Special Reports
      • Digital Edition Archive
      • This Week's Issue
    • OPINION
      • Blogs
      • Cartoons
      • Keith Crain
      • Automotive Views with Jason Stein
      • Columnists
      • China Commentary
      • Editorials
      • Letters to the Editor
      • Send us a Letter
    • DATA CENTER
    • VIDEO
      • AutoNews Now
      • First Shift
      • Special Video Reports
      • Weekend Drive
    • EVENTS & AWARDS
      • Events
        • World Congress
        • Retail Forum: NADA
        • Canada Congress
        • Marketing 360: L.A.
        • Europe Congress
        • Retail Forum: Chicago
        • Leading Women Conference Detroit
        • Retail Forum: Toronto
        • Fixed Ops Journal Forum
      • Awards
        • 100 Leading Women
          • Submit a nomination for 2020
        • 40 Under 40 Retail
        • All-Stars
        • Best Dealerships To Work For
        • PACE Awards
        • PACEpilot
        • Rising Stars
        • Europe Rising Stars
    • JOBS
    • +MORE
      • Leading Women Network
      • Podcasts
        • Shift: A Podcast About Mobility
        • Special Reports Podcasts
        • Weekend Drive Podcasts
      • Webinars
      • Publishing Partners
        • Ally: Do It Right
        • DealerSocket
        • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
        • Facebook: The road to a zero-friction future
        • Guide To Economic Development
        • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
      • Classifieds
      • People on the Move
      • Newsletters
      • Contact Us
      • Media Kit
      • RSS Feeds