Out of the major automakers, GM suffered the biggest hit with a 22.9% fall of its new GMC Sierra and Chevrolet Silverado pickups sales last month.
Ford also dropped 8.2% in sales for their 8th consecutive monthly decline. The tough competition in the truck segment outlines the difficulty US automakers are faced with. More buyers are looking to buy Japanese-built vehicles.
Much of GM's fallout has to do with Toyota offered big discounts on the new Tundra released earlier this year causing Toyota sales to jump 10.2%. Even more surprising was the 22.7% sales jump reported from Nissan.
"If we have to make changes in our incentives play, we will. We're certainly not going to cede ground in a category where we're best in class,." said Paul Ballew, executive director of market and industry analysis, General Motors Corporation.