Chevrolet is staking a new claim in the luxury truck segment with the Silverado High Country.
The Western-themed, high-priced premium truck market dominated by Ford and Chrysler is about to get a new player. Chevrolet is planning a new top-of-the line model pickup truck, the High Country, as its rolls out the new 2014 Silverado lineup.
The 2014 Silverado High Country is designed to compete for buyers, who will to pay for extra features and styling in their pickup trucks, according to Lloyd Biermann, the Silverado marketing manager, who noted that premium pickup trucks now account for about 30% of all light-truck sales.
Overall, pickup truck sales were up 27% in April.
The High Country adds a level of tough luxury with a unique chrome grille with horizontal chrome bars.
“We think the segment is going to grow,” added Maria Rohrer, Silverado marketing director.
Chevrolet’s new luxury truck is a direct challenge to the Ford F-150 King Ranch, Chrysler’s Ram 1500 Laramie Longhorn and a new ranch-inspired Toyota Tundra 1792 Edition.
The Silverado High Country, which boasts unique badges and interior trim, broadens Chevrolet’s portfolio in the premium pickup segment. It joins the LTX and Z71 models in the Silverado lineup this fall, she said.
“High Country will be the top model in the Silverado lineup, with a higher level of premium features and materials with a rich, Western-themed appearance,” Rohrer added.
“But at the same time, High Country is 100% Chevy truck, with the capability and dependability customers have relied on for more than 95 years,” she said.
Rohrer and Biermann, stressed the customers for the Silverado High Country will be quite different from the customers for the GMC Sierra, which is also designed to fit into the higher end of the pickup truck segment.
“It wasn’t really a factor for LTZ,” Rohrer noted
Standard engine for the Silverado High Country is the 5.3-liter EcoTec3 V-8, SAE-certified at 355 horsepower, with class-leading V-8 fuel economy of up to 23 mpg highway for two-wheel-drive vehicles.
The all-new 6.2-liter EcoTec3 V-8 also will be available. Both engines use direct fuel injection, GM’s active fuel management and continuously variable valve timing, providing the refined power and torque truck customers expect. Both seamlessly switch to four-cylinder mode to save fuel during light-load driving.
(Click Here to read about GM’s new line of midsize pickup trucks coming in 2015.)
The Silverado High Country features an exclusive saddle brown interior, with authentic materials throughout. Features include heated- and cooled-perforated premium leather front bucket seats with High Country logos on the headrests, Chevrolet MyLink connectivity with an eight-inch touch screen, Bose premium audio and front and rear park assist.
(GM holds the line on 2014 truck prices. Click Here to read about it.)
Because of the high level of standard equipment, Silverado High Country will offer only a few options. In addition to the 6.2-liter V-8, they include a chrome rear bumper with corner step, integrated trailer brake controller, sunroof, navigation and a rear-seat entertainment system as well as a High Country Premium Package which includes heated steering wheel, driver alert package, adjustable pedals and integrated trailer brake controller.