“Put a Ford sticker on it.”
A dealership can usually solve a slow-selling vehicle with one simple move: lower the price. But some cars and trucks seem to reek of desperation anyway, triggering a kind of sixth sense in buyers that keeps them walking no matter how many times the number on the windshield comes down.
That’s the puzzle one salesperson is trying to solve in a viral TikTok featuring a Chevrolet Silverado that has become one of the oldest vehicles in the lot at Landers McLarty Chevrolet in Huntsville, Alabama. Salesperson Bri (@thebreezydeal) gives an up-close look at the Silverado 1500 that’s been discounted several times but still can’t find a buyer.
“It’s a limited edition color. I mean, it’s got some pretty decent wheels and tires on it,” she said in the clip that’s been viewed more than 117,000 times. “We can’t sell this thing. We’ve discounted it. We’ve marked it down. I don’t understand what’s wrong with it.”
TikTok viewers weren’t nearly as confused about the Silverado’s predicament. For many of them, the biggest problem was visible right on the window, before anyone needed to pop the hood.
“I circled the problem for you. $54K is what’s wrong with it,” one commenter wrote.
Another zeroed in on what buyers are getting for that money: “$53842 for a turbo 4.”
The commenters understandably focused on the $53,842 sale price, but that number looks a little less outrageous once the truck is compared with other new Silverados. Landers McLarty lists the truck with an MSRP of $60,354 and $7,361 in advertised savings, putting its current price more than 10% below sticker.
And $53,842 falls squarely inside the dealership’s broader new-Silverado range. Other 2026 Silverado 1500s currently advertised by the dealership run from about $43,000 for a Work Truck to more than $60,000 for LT Trail Boss and High Country models.
The reality is buyers willing to spend somewhere north of $50,000 on a new Silverado have plenty of configurations to choose from, and this one asks them to embrace a particularly unusual combination of engine, color, and dealer-installed upgrades.
The additional criticism of the truck’s four-cylinder engine is a little more complicated. The listing confirms this Silverado has Chevy’s 2.7-liter TurboMax, the standard engine on the LT trim.
Chevrolet rates the turbocharged four-cylinder at 310 horsepower and 430 pound-feet of torque. That’s actually more torque than the available 5.3-liter V-8, which makes 355 horsepower and 383 pound-feet.
Still, commenters were quick to pile on at the idea of a full-size pickup with a four-cylinder engine carrying a price north of $50,000.
“Because no one wants a 4cyl turbo in a full size truck,” one viewer wrote.
Now, let’s talk about the color that no one in the comments section seems to be a fan of.
“That’s an ugly color!” one commenter declared. Others saw something more specific.
“Sell it to the state for game warden,” one viewer joked, while another imagined the truck arriving at hunting camp and sending everyone running because they thought a game warden had shown up.
Green is currently the least-expensive color among used Silverado 1500 listings tracked by iSeeCars, averaging $8,199 below the model’s overall used asking price. That doesn’t mean a green paintjob alone erases $8,000 in value. But it does show that unusual color schemes on Silverados are a tougher sell than more conventional colors like black, gray, or red.
To review, the turbo-four engine knocks out buyers who expect a V-8 for that asking price, and the conspicuous green paint appears to only appeal to a buying audience with very specific tastes. Put those factors side by side with hundreds of other Silverados available through the same dealer, and it’s no wonder that a nearly $54,000 asking price is met by the sound of crickets.
“You haven’t discounted it enough,” one commenter wrote. “It’s a 30 thousand dollar truck on a good day.”
That facetious estimate was clearly exaggerated downward for comedic effect, but it does shine a light on a reality that’s hard for any used car lot to escape: sometimes the only answer is to take the hit and price a loser of a truck low enough that it’s hard for anyone to say no.
Motor1 reached out to Bri via phone and a direct message. We’ll update this if she responds.
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