General Motors (NYSE: GM) Chevrolet, Buick, GMC and Cadillac brands sold 251,310 vehicles in the United States in September 2015. Retail deliveries climbed 17 percent compared with a year ago, which makes September the sixth month in a row that GM has increased retail market share year over year. Total sales were up 12 percent.

*** The Street was looking for a 9.3 percent increase.

“Staying focused on core values like initial quality, sales and service satisfaction, cost of ownership, dependability and advanced technology is paying off in higher sales and share, stronger transaction prices and lower incentives,” said Kurt McNeil, GM’s U.S. vice president of Sales Operations. “Unlike our competitors, we did not need to rely on higher incentives to grow our business.”

GM’s average transaction prices (ATPs) increased almost $800 per unit compared to August 2015, according to J.D. Power PIN estimates. Incentive spending in September was down 1 percentage point from August 2015, much greater than the industry’s 0.2 percentage point decline. Year over year, spending was down 0.7 percentage points, while industry spending increased 0.9 percentage points.

Commercial deliveries increased 10 percent year over year for the 23rd consecutive monthly increase. Consistent with GM’s plan, total fleet sales were down 5 percent due to a 12 percent decline in rental deliveries.

Full-Size Pickup Highlights
September sales and PIN estimates bear out the momentum the Chevrolet Silverado and GMC Sierra have with both individual and commercial customers:

• GM’s estimated share of the retail market for full-size pickups is 39.2 percent, up 0.4 of a percentage point month over month and almost 3 percentage points higher than the next closest competitor.
• ATPs increased more than $800 per unit month over month and almost $3,200 year over year.
• Average incentives were down $400 per unit month over month and almost $800 year over year.
• Commercial deliveries have increased for 17 consecutive months.

New Truck Paradigm
During the last two years, GM has built the industry’s most successful retail truck franchise by completely redesigning its full-size pickups and SUVs, launching all-new V-8 and V-6 powertrains, and re-entering the mid-size pickup segment.

• On a retail basis, Chevrolet and GMC pickups were up 24 percent in September and they are up 30 percent calendar year to date.
• GM’s share of the entire retail pickup market is estimated to be 39 percent.
• Combined, Chevrolet and GMC have 78 percent of the retail market for full-size SUVs, along with the highest ATPs, according to PIN. September ATPs were up more than $730 compared with August, and they were up more than $2,800 from a year ago.
• The Cadillac Escalade and Escalade ESV have a 31 percent share of the retail market for large luxury SUVs.
• The GMC Yukon and Yukon XL, the Sierra and the Canyon have the highest ATPs of any vehicles in their respective segments, according to PIN.
• In less than a year, the Chevrolet Colorado and GMC Canyon have gone from zero to 40 percent retail market share in their segment. The Colorado has also been the industry’s fastest-selling pickup for eight consecutive months, with a days to turn of 21 in September.

To keep momentum building, Chevrolet unveiled a redesigned 2016 Silverado at the State Fair of Texas in September. It features new styling, expanded availability of 8-speed transmissions, more advanced safety features and class-exclusive availability of Apple CarPlay and Android Auto. In addition, Chevrolet and GMC will launch a new 2.8-liter Duramax diesel engine this fall in the Colorado and Canyon.
GM’s strong results helped the seasonally adjusted annual selling rate (SAAR) for light vehicles reach an estimated 18.3 million units in September. The six-month moving average for the SAAR is now estimated to be 17.6 million units.

“The U.S. is adding jobs, disposable income is rising, energy prices and interest rates remain low and business continues to invest, but the fact remains this has been a slow recovery,” said Mustafa Mohatarem, GM’s chief economist. “The economy still has room to grow and so do auto sales, particularly now that the Millennials are entering the workforce and starting households.”

September Sales Highlights vs. 2014 (except as noted)

Chevrolet

• Chevrolet was up 19 percent and the brand has had six consecutive months of year-over-year retail sales and share gains.
• Malibu deliveries were up 38 percent, the car’s best September performance in 10 years.
• Equinox deliveries were up 42 percent and Traverse was up 15 percent. It was the best September ever for Equinox.
• Spark was up 24 percent, the Camaro was up 25 percent, and Impala was up 15 percent.
• Tahoe deliveries were up 9 percent for its best September sales since 2011, while Suburban was up 8 percent.

GMC

• GMC deliveries were up 21 percent and the brand has grown its retail sales for 20 consecutive months.
• Acadia had its best September sales ever, at both total and retail.
• The Sierra was up 16 percent, the Terrain was up 22 percent, and the Yukon XL was up 17 percent.

Buick

• Encore deliveries were up 46 percent and Regal was up 63 percent.

Cadillac

• SRX was up 56 percent.

• GM’s September ATPs were up nearly $800 month over month and about $380 year over year.
• In September, GM’s incentive spending was 11.2 percent of ATP, equal to the industry average.
• Calendar year to date, GM’s incentive spending was 11.2 percent of ATP, up 0.4 percentage points, equal to the industry change.

Chevrolet

• Total sales were up 11 percent.
• Malibu sales were up 12 percent, Spark sales were up 17 percent and Camaro coupe sales were up 29 percent.
• Truck deliveries were up 17 percent for the 18th consecutive month of year-over-year growth.
• Crossover deliveries were up 49 percent for the 10th consecutive month of year-over-year growth. The Equinox, up 25 percent, and the Traverse, up 13 percent, had their best September sales ever. Trax deliveries totaled 6,140 units.

GMC

• GMC, with a 24 percent increase, had its best September results since 2004.
• The Sierra was up 18 percent, the Terrain was up 32 percent, the Yukon was up 23 percent and the Yukon XL was up 40 percent.

Buick

• Encore deliveries were up 46 percent for the small crossover’s 21st consecutive year-over-year sales increase. Enclave had its best September since 2011.
• Regal sales were up 27 percent and LaCrosse deliveries were up 7 percent.

Cadillac

• ATS sales increased 3 percent and the SRX was up 85 percent.

Fleet and Commercial

• GM continues to execute its plan to reduce sales to rental customers, with deliveries down approximately 3,600 units. Deliveries to state and local government agencies were up 9 percent.
• Calendar year to date, commercial deliveries are up 15 percent, government sales are up 4 percent and rental deliveries are down 14 percent. Total fleet deliveries are down 5 percent.