The cynic in me agrees, and there are people who wouldn't buy a new truck so long as the old one still works.
I don't think that is the majority anymore though, most people buy a new truck when they WANT to, not when necessarily when they NEED to.
How does a manufacturer get the NEW buyer though? Some only buy based on the style, the price, the specs, etc. and these buyers might be 'conquest' buyers. In the truck world though it is massively brand loyal, meaning if my first truck is a Chevrolet and I have a good experience with it, I'm likely to buy another. Key point is that my FIRST Chevrolet likely isn't a NEW Chevrolet. Its used with miles on it - THAT is where a manufacturers incentive to make a long-lasting vehicle is.
GM is so focused on selling NEW vehicles they ignore the experience of the people buying their used vehicles. Which is foolish, because these are the people that will either become the next NEW buyer, or swear off GM forever.
There are very few DESIRABLE/ASPIRATIONAL GM vehicles, Corvette, Escalade... nobody stays up at night wishing they had a brand-new Equinox. Why? It excels at nothing mediocre in every respect. So then, who goes and buys a NEW one? The person who had one before and had a good experience with it.