General Motors puts an upscale crew-cab package on the 2014 Chevrolet Silverado High Country aimed at tough competitors in the luxury pickup field.
Get the lowdown on the Chevrolet High Country marketed to sell.
High Country is for pickup buyers who want to make a statement other than, “I’m going to work.”
General Motors revealed today an upscale crew-cab package of the 2014 Chevrolet Silverado High Country that includes 20-inch chrome wheels, a saddle-brown leather interior and Bose audio system.
The new model is aimed at competitors such as the Ford F-series King Ranch, Ram Laramie Longhorn and Toyota Tundra 1794.
A special High Country badge featuring a mountainous background is emblazoned on both front doors and the front-seat headrests.
“What we wanted to do was get a little bit of a Western theme to it, if you will,” said Lloyd Biermann, Chevy marketing manager.
Full-size pickups generate $8,000-$10,000 in profit for automakers, and the Silverado High Country could exceed that.
GM marketers declined to reveal exact pricing for the vehicle, which goes on sale in the fourth quarter. They said it would cost more than $40,000, but less than the GMC Sierra 1500 Denali, which starts at $47,425. By comparison, the Ford F-Series King Ranch starts at $43,805.
Trucks in this segment can easily top $60,000 when packed with all possible options.
The standard 2014 Silverado crew cab, which will reach some dealerships later this month, starts at $32,710.
Although pickup owners are fiercely loyal to their chosen brands, GM said it believes the premium segment is different. Customers seeking an expensive pickup “may be a little less brand loyal,” Biermann said, and “a little more open to switching.”