Chevrolet is heating up the truck wars again, but this time with a new product: the 2016 Silverado debuted in Texas.

For months now the rivalry between top truck dogs – Ford and Chevy – has been limited to snarky ads about preferences between aluminum and steel. Now there is a new angle: product, as Chevy rolled out its redesigned 2016 Silverado.

The new truck, and its sister pickup, the GMC Sierra, get substantive makeovers for the new model year, and unlike many new model intros, the new vehicles will be available in short order.

It marks the first real change since 2013 for the full-size offerings from General Motors. The biggest difference in the new model stares you right in the fact as the maker has redesigned the front end of the truck, giving it a brawnier look and feel: a trend among most of the new trucks these days.

In addition to the more masculine demeanor, the trucks get a new eight-speed transmission that will help with the ever-escalating gas mileage battle in the segment as well as with whatever towing needs you require.

With a brawnier front end, the new Silverado comes with three engine choices for 2016.

The transmission is tied to either a standard 4.3-liter EcoTec3 V-6 engine putting out 285 horsepower and 305 lb-ft of torque with a highway fuel economy of 24 miles per gallon. For those needing a little more oomph, there is an available 5.3-liter EcoTec3 V-8 producing 355 hp and 383 lb-ft of torque with just a slight dip in fuel economy of 23 mpg. It also tows up to 9,400 pounds on the two-wheel drive version.

Finally, if those options won’t do, then the 6.2-liter V8 pumping out 420 hp and 460 lb-ft of torque and dragging 12,000 pounds around is available.

However, how much you can tow and how fast you can get it there is only part of the story with today’s trucks, which focus more on creature comforts and safety than ever.

(Ford expands aluminum use into 2017 Super Duty. For more, Click Here.)

To that end, the trucks have safety features like forward-collision alert, lane keep assist and high beam assist. The trucks support Apple CarPlay and Google’s Android Auto as well as wireless charging in certain models. The truck’s MyLink screen also acts as extension of your smart phone when plugged in via USB.

While the last upgrade of the trucks received favorable reviews, there were soft spots in the package. Those have been remedied, according to Brian Moody, Autotrader executive editor.

“The Silverado just got a complete makeover a few years ago and that move bumped it up several notches in terms of ride quality, interior materials and overall tough truck look,” he said.

“The one complaint we had was that the truck just didn’t look like the all-new truck it really was. Now, Chevy has fixed that by giving the 2016 Silverado a more dramatic front-end treatment plus more of today’s in-demand tech like forward collision warning and Apple Car Play.”

(Ford shows new global Ranger. Click Here to find out if it’s coming to the U.S.)

GM’s been taking advantage Ford’s sluggish start with the new F-150 by expanding its share of the segment. Through August, sales of the Silverado are up 16.6% while the Sierra up 8.7%.

“Our strategy is pretty simple,” said Sandor Piszar, marketing director for Chevrolet trucks. “Build trucks that meet the real needs of truck customers. The right designs. The right sizes. The right powertrains. The right materials. The right technologies.”

The new models will only help GM in continue the roll it’s on.

“Silverado sales are already doing well for 2015 so, I suspect, the 2016 model updates will only enhance that position,” Moody said. “The tough part for Chevy is that the Ford F-150 is also very good, but both trucks have so many compelling features that it’s hard to say one is obviously better than the other.”

(Click Here for a review of the new 2016 Toyota Tacoma.)

The new Silverado and Sierra will make their public debuts at this weekend’s State Fair of Texas. No pricing has been announced for either the 2016 Silverado or Sierra.