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GM boosts prices as pickup truck battle rages

The 2014 Chevrolet Silverado Z71. GM is adding almost $2,100 to the sticker price of the base Silverado.

Paul Sancya/Associated Press/File

The 2014 Chevrolet Silverado Z71. GM is adding almost $2,100 to the sticker price of the base Silverado.

DETROIT — General Motors is adding a twist to the fight for supremacy in the red-hot US pickup truck market: It’s raising prices.

GM is adding almost $2,100 to the sticker price of the base 2014 Chevrolet Silverado. That’s 8.5 percent above the price when the truck hit showrooms in the spring. Other versions of the Silverado, as well as the GMC Sierra, will see similar percentage increases.

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Raising prices sounds like an odd way to boost sales. But industry analysts suspect it’s a marketing ploy. They expect GM to raise incentives starting next month so dealers can advertise big discounts. Customers will feel they’re getting a deal — whether they do or not depends on the size of the discount.

The move comes after GM’s pickup sales fell 8 percent in September while its two biggest competitors saw increases. Sales of Ford’s F-Series, the best-selling pickups in the United States, rose 10 percent, and Chrysler’s Ram posted an 8 percent increase.

GM didn’t offer the sweet deals Ford and Chrysler did last month, said Jesse Toprak, an analyst for the TrueCar.com auto pricing website. Raising prices and then adding incentives is common in the business. And truck buyers especially like to get deals, Toprak said.

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