Chevrolet Silverado High Country comes as automakers race to
create more high-end, high-profit pickups.
General Motors is saddling up to become a player in the
market for cowboy-themed high-end pick up trucks.
Sunday night at an event in (where else?) Texas, its
Chevrolet division rolled out new high-end version of its redesigned 2014
Silverado pickup called the High Country. The new luxury truck takes dead aim
at the Ford F-150 King Ranch, Chrysler's Ram 1500 Laramie Longhorn and a new ranch-inspired
Toyota Tundra 1792 Edition.
To set itself apart from city slickers, the big crew-cab
truck pours on the chrome -- from a unique grille to side mouldings, door
handles, mirrors and its own 20-inch wheels. The interior is done in
saddle-brown leather and features touches meant to conjure images of a life of
ropin' and brandin'.
Pickup truck sales are soaring, up 27% alone in April, about
three times the overall industry growth. And the high end of the pickup truck
business is hot. Chevrolet spokesman Tom Wilkinson says 30% of the pickup
market is for trucks selling in excess of $40,000. And these buyers are an
opportunity to poach sales from rivals -- buyer of these 'luxe trucks aren't as
brand loyal as mainstream pickup shoppers.
These high-end trucks are among automakers' most profitable
vehicles. A Ford King Ranch lists at $43,805 before destination charges are
added, almost twice as much as a base-level F-150. And they aren't as complex
to manufacture as cars.
Ford led the charge into high-end cowboy pickups. Ram has
been right behind. But other than the near-luxury Denali trim of the GMC Sierra
pickup -- a new version will debut in about a month -- GM hasn't attacked the
sector as aggressively. The High Country is meant to change that.
"High Country will be the top model in the Silverado
lineup, with a higher level of premium features and materials with a rich,
Western themed appearance," says Maria Rohrer, Silverado marketing
director, in a statement.
Unlike more than a decade ago, when deluxe trucks like the
Lincoln Blackwood got off to a poor start, makers are stressing that the fancy
trucks are as capable as any of their pickups. They'll haul bales of hay and
sacks of concrete mix as easily as golf clubs and weekend luggage.
"High Country is 100% Chevy truck, with the capability
and dependability customers have relied on for more than 95 years," Rohrer
adds.
The High Country will come with a standard 355-liter
5.3-liter V-8 engine that has a system that saves gas by shutting off four-cylinders
when they aren't needed. And it will have so many features built in that,
Chevrolet says, there won't be many options. It arrives in showrooms in the
fourth quarter at a price to be announced.
High-end truck leader Ford says it's ready for the new
competition. "While others are just starting to understand the appeal of
Texas innovation and luxury, we're proud to bring twelve years of authenticity
and leadership to the segment with our partners at King Ranch," said Ford
truck marketing chief Doug Scott.
Check out our Silverado Inventory today!
Thanks so much for sharing this. I am a big fan of Rocky Ridge Trucks myself because I always loved driving my dad's. I have been looking to get one of my own, which I am looking forward to.
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