The Ram's success clearly took Chevy by surprise.
Only a few days ago it was announced that the Ram 1500 had bested the Chevrolet Silverado in sales last month. A total of 42,532 Ram 1500s were sold in March, compared to 42,247 Silverados. Whatever the exact reason(s) for these numbers will be figured out later, but in the meantime Chevrolet isn't about to let Ram have yet another good month. To counter the increasing threat, Chevy has just announced that it'll be extending its March Truck Month promotion into April.
This will effectively keep in place and even improve various incentives and savings on certain Silverado models. For example, customer savings off the sticker price for some Silverados reached as high as $7,541. GM's Northeast district manager sent an email to dealers stating the following: "Okay - time to take the gloves off and go back and take back what rightfully belongs to every one of you...Silverado truck sales." GM even accused Ram of buying the monthly sales win, saying that "the 1980s called. They want their marketing strategy back. It's really easy to deeply discount your truck, mine the subprime market and offer cheap deals to buy market share."