Following in the footsteps of the Ford F-Series multiple luxury times and Ram Laramie, Chevrolet will offer a new luxury trim level for the Silverado – complicating things for GMC, which is positioned as an upscale truck brand.
Automotive News reports that the new Silverado trim, dubbed “High Country”, comes in response to dealer requests for a model that could compete with competitive luxury trucks that costs north of $50,000. Ford has five premium truck trims, with the $44,635 Platinum accounting for 6 percent of F-150 sales. The Lariat, King Ranch, Platinum and SVT Raptor models account for a quarter of all F-150 sales, and Chevrolet is understandably eager to capture a slice of the market.
But there’s just one problem; GMC. The brand is supposed to be a more upscale truck lineup, with the Sierra, and the Sierra Denali in particular, as a fancier alternative to the Silverado. The most expensive Silverado currently available, the LTZ, starts at around $43,000, while the Sierra Denali’s base price is $45,460. The possible overlap in product lines hearkens back to pre-bankruptcy General Motors and the often messy demarcations between the different brands. On the other hand, the next generation of pickups gives the Sierra Denali a chance to move further upmarket, with the Silverado filling the void they previously occupied.