GM Adds Premium Pickup Package to 2014 Lineup

Detroit Free Press - May 6, 2013

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.”





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