“Our heavy duty pickups are especially hot,” Mark Reuss, GM's president of North America, told hundreds of workers gathered on the plant floor.
Reuss told reporters that GM is “having a hard time supplying” heavy duty and crew-cab trucks, and that growing demand in recent months helped trigger the decision to produce more.
Re-engineered versions of the Chevy Silverado and GMC Sierra heavy duties were released last summer. The Silverado HD was named the 2011 Motor Trend Truck of the Year.
“We're smart enough to know when we have a hit on our hands,” Reuss said.
GM is rolling out several new small cars, which executives say is key to GM's ability to attract new buyers, especially if fuel prices rise. But sales of high-margin trucks “remain crucial to our success,” Reuss said.
Construction uptick aids demand
Reuss attributed some of the increased sales to improved housing starts and construction activity. The heavy duty trucks are a favorite of contractors and trades workers.
GM said it expects to start the additional shift by the third quarter, with new employees starting to arrive from other GM plants in the second quarter.
