Chevy To Have Highline Silverado – Car Pro News

General Motors plans a luxury trim level for its next-generation Chevrolet Silverado pickup, its answer to the leather-swathed top offerings of its rivals.
GM will name the model the High Country, according to dealers briefed on the plans during a national Chevy dealer meeting this month in Las Vegas.
It’s a response to the proliferation of high-end pickup models, such as Ford’s F-150 King Ranch and Limited and Ram’s Laramie Longhorn, which have sticker prices that can top $50,000. Ford, for example, now offers five luxury F-150 trims that account for nearly one-third of the nameplate’s sales.
GM executives didn’t describe the new model’s content in detail or discuss price, dealers said. A GM spokesman declined to comment on the plans.
“They said it would have a Western flair and unique leather,” says one dealer who attended the meeting. “They basically said, ‘If it’s on the King Ranch, we’re going to have it.’ “
The planned High Country model underscores the seemingly insatiable appetite for luxury full-sized pickups, as automakers continue to test the price ceiling of the truck market.
In coming weeks, Ford will up the ante with its most luxurious F-150, the Limited, which has a sticker price of $53,450, including shipping, and has a moonroof, heated and cooled seats, rain-sensing windshield wipers and 22-inch polished aluminum wheels. It will join four other F-150 luxury trims: King Ranch, Platinum, Raptor and Lariat.
Chevy dealers long have clamored for a top-level trim with more bling and a catchy name, says Tom Durant, owner of Classic Chevrolet in Grapevine, Texas, the nation’s largest Chevy dealer. He also owns a Ford dealership.
“It’s something we’ve been asking for for a long time. We don’t have a distinctive premium pickup,” Durant says. “Customers will walk into my Ford store and say, ‘I want to buy a King Ranch’ but when you say ‘Silverado,’ it could be any number of things.”
GM’s decision to offer a luxury-level trim for Chevrolet has been complicated by the fact that GMC is the company’s premium truck brand. GM execs have been trying for years to create more separation between the two brands.


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