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Ram and Silverado truck battle could mean deep discounts for consumers

Ram and Silverado truck battle could mean deep discounts for consumers

Car dealer Stephen Gilchrist has sold Ford, Chevrolet, GMC and Ram pickups in Texas truck country for more than two decades.

His rule of thumb was: "A Ford guy is a Ford guy, a Chevy guy is a Chevy guy and a Ram guy is a Ram guy," he said.

Not anymore.

"I've had more people call me looking at Ram for the 12-inch infotainment screen or looking at GMC for the MultiPro tailgate," said Gilchrist, dealer operator of Gilchrist Automotive in Dallas-Fort Worth. "It's the most I've seen people willing to jump from brand to brand and it's for these unique features rather than the payload and towing ability."

The intense competition in...

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