DETROIT -- More than 100 Chevrolet dealership product trainers and field reps are tooling around in 2014 Silverados -- all with the 4.3-liter V-6 engine under the hood.
The program is intended to send a message to General Motors' 3,000 Chevrolet dealerships that the six-banger in the redesigned pickup is a leap forward from that of the last-generation truck, and salespeople need to spread that gospel to prospective buyers.
It has been a tough sell so far. As of early October, V-6 models accounted for just 10 percent of Silverado sales, roughly in line with V-6 sales of the outgoing truck. GM ultimately expects a take rate of nearly 20 percent and says V-6 sales will increase as the rollout of the redesigned '14s expands.
To move more V-6s, GM last month began offering a $3,000 credit to dealers who put V-6 Silverado models into a daily rental or loaner fleet, for sale as new within a few months.