Chrysler, GM Struggle to Manage Truck Incentives

By now, the slumping economy is no secret, and neither are gas prices. Separately, each “crisis” would be bad enough; together they create a hugely damaging environment for a traditionally popular automotive segment, trucks.

A cursory look at truck incentives (or the Cars.com Top 10 list, where five of the entries are trucks) reinforces that point. Trucks almost always offer the highest incentives, but rarely are those incentives this high; select California Dodge dealers are offering up to $13,000 off the MSRP of popular trucks in an effort to get huge backloads off the lot. The clock is ticking, too, because those 2008s need to move before the redesigned 2009s come in.

In the meantime, GM dealers are clamoring for more incentives to sell their load of trucks, but the Detroit automaker seems a little less willing to take Chrysler’s must-sell-now approach.

The question remains: Would you buy a truck in this climate? How much cash back would it take? Or are you going to wait for the new designs?