A promotion between General Motors and Costco's auto sales arm has the warehouse club's members kicking the tires on GM's full-sized pickups far more than in the past.
In addition, almost half of the Costco members who bought vehicles under the program so far became first-time owners of the GM brand they purchased, Costco Auto Program survey data reveals.
In November, the Chevrolet Silverado was the most-requested vehicle for dealership referrals by Costco members, says Gina Paolino, president of Costco Auto Program. The GMC Sierra was No. 4
That's good news for GM, whose market share for full-sized pickups slipped in recent months as a result of hefty incentives from Ford Motor Co. and Chrysler Group's Ram on their pickups. From January through September, the Silverado typically had ranked from No. 35 to No. 40 on the list of most-requested vehicles among Costco members, while the Sierra was in the No. 50 to No. 60 range.
Scott Gruwell, partner at Courtesy Chevrolet in Phoenix, says the popularity of pickups and the appeal of the Costco brand is a winning combination.