GM says it touts all HD pickups, not ‘unicorns'

BEND, Ore. — General Motors is slinging some mud onto competitors' pickups as it launches redesigns of the heavy-duty Chevrolet Silverado and GMC Sierra.

With Silverado sales falling behind Ram this year, GM is doubling down on efforts to convince buyers that it has the best lineup of full-size pickups, particularly for those who need an HD model.

Chevrolet officials last month accused their crosstown rivals of offering "unicorn" models to pad their stats and achieve some segment-leading titles. GM's counter? That its HD models offer capabilities across the board rather than on a select few pickups, or "unicorns."

"It's one thing to throw out a couple unicorn stats — pound-feet or torque or capacity. It's entirely different to, no kidding, have the best towing experience," said Sandor Piszar, Chevrolet truck marketing director. "Yeah, we've got awesome claims, no doubt. But it is really a meaningful, different experience."

Chevy officials mentioned the brand's narrower range of towing capability between entry-level and high-end pickups compared with those of Ford and Ram.

While not all models are segment-leading, Chevy offers more concentrated towing capability across its lineup. That includes all of its dually diesel HD models being rated at more than 30,000 pounds as well as the other HD models offering "capability for every HD customer."

Tim Herrick, executive chief engineer of GM's full-size trucks, said that while Ram offers segment-leading torque, the 2020 Silverado, which began shipping to dealers last month, offers greater horsepower, higher gear transmission and better acceleration while trailering.

In response to Chevy's comments, Ram spokesman Nick Cappa said the brand offers a large range of vehicles and capabilities to accommodate customers' needs, including several segment-leading capabilities.

"Not everyone needs to tow our maximum weight of 35,100 pounds with a 1,000 pound-foot engine, but all our customers enjoy the confidence Ram heavy-duty delivers," he wrote in an email. "Some owners opt for fuel efficiency with a lower towing capacity and/or single rear wheels rather than dual. ... There are as many uses for our heavy-duty trucks as there are combinations and Ram offers customers more options, power, technology and comfort than our competitor."

Cappa also countered that all Ram 3500 trucks are available with a class-leading 1,000 pound-feet of torque, and the towing capacity range of the most popular configurations is a tight 32,250 to 35,100 pounds.

Herrick, speaking during a media drive in Bend, Ore., also took aim at Ford Motor Co.'s gasoline-powered pickups not always being able to tow their advertised weight because of higher altitudes.

He cited the "high-altitude operation" in the owner's manuals of Ford's pickups, which recommend to reduce the gross combined weight for towing by 2 percent per 1,000 feet above 1,000 feet of elevation.

"We don't do that," Herrick said. "Anywhere you take our truck, you can tow the number that we say it can tow. And we think that's important."

Ford spokesman Mike Levine disputed the notion that the F series wouldn't live up to its advertised ratings. "Engines can lose some power the higher they climb in elevation," he said. "However, we don't reduce towing capability based on altitude."

Overall, nonturbocharged gasoline engines experience lower performance at higher altitudes because of the thinner air.

GM confirms the Silverado loses some performance at higher altitudes but not enough to recommend a change in tow rating. GM says that's possible because of precise thermal management, which keeps the engine running at its optimal temperature, direct fuel injection and an increase in compression ratio.

Silverado sales are estimated to be down 12 percent so far this year, to fewer than 210,000 through May compared with the same period in 2018, according to the Automotive News Data Center. The results have been affected by the pickup's launch cadence as well as increased competition, particularly from the redesigned Ram, which has outsold the Silverado in nine of the past 10 months. Sales of Ram full-size pickups are up 22 percent this year to more than 231,300 through May, while the Ford F series is down 0.8 percent to roughly 369,000.

The redesigned Silverado has received criticism, including from former GM Vice Chairman Bob Lutz, for its interior components and exterior design.