Chevrolet Silverado Will Get a Luxury Trim

2013 Chevrolet Silverado

Source: 2013 Chevrolet Silverado | Official Website

As a response to the leather-swathed top offerings of its rivals, it was revealed that General Motors will give its Chevrolet Silverado pickup a luxury trim. Dealers who joined this month’s National Chevy Dealer meeting in Las Vegas also revealed that the new model will be called High Country.

Chevrolet: Joining the High-end Pickup Market

Due to the proliferation of high-end pickup models, General Motors decided to join the market by adding luxury to the Chevrolet Silverado. However, executives declined to describe the new model’s details, as well as its price. According to one dealer who attended the meeting:

They said it would have a Western flair and unique leather. They basically said, ‘If it’s on the King Ranch, we’re going to have it’.

The High Country appears to underscore the insatiable appetite of the market for full-sized luxury pickups. That’s because car manufacturers are continuously testing the price ceiling of the truck market. In fact, Chevrolet dealers have been clamoring for a top-level trim with a catchy name and more bling. As stated by Classic Chevrolet owner Tom Durant:

It’s something we’ve been asking for for a long time. We don’t have a distinctive premium pickup. Customers will walk into my Ford store and say, ‘I want to buy a King Ranch.’ But when you say Silverado, it can be any number of things.

At the moment, Chevrolet’s most expensive pickup is the Silverado 1500 crew cab LTZ. It costs $43,435, including shipping, and it features a standard remote start and dual-zone climate control. That’s more affordable than Ram 1500’s Laramie Longhorn and Ford’s F-150 Limited, which cost $4,000 and $10,000 respectively.

Hurdles for Creating High Country

What will make the creation of High Country complicated, however, is the fact that GMC is the automaker’s premium truck brand. Execs have been trying to separate the two brands for years, and GMC had its success with the Denali up-level trim of its Sierra 1500. Sierra 1500 happens to be the Silverado’s platform mate.

Nevertheless, AutoPacific Inc.’s product analyst and researcher Dave Sullivan pointed out that there should be room for both brands to offer luxury models.

A higher-end Chevy gives GMC the ability to move up. And Chevy can also move up. There’s no reason GM’s volume pickup brand shouldn’t have something to go up against the premium offerings of Ford and Ram.

The upcoming Chevrolet High Country will resurrect the 1980s package found on the Chevy Blazer. It was rumored that the high-end pickup will have gold wheels and badges, and its exterior will have a shiny black paint that fades into gold on the lower body.

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