In the world of light-duty pickup trucks, the whole notion of down-and-dirty is giving way to a more rarified air. That is, according to Lloyd Bierman, marketing manager for the Chevrolet Silverado, 30% of light-duty pickups sold in the U.S. have an average transaction price of $40,000 or more. If you look at the category of premium trucks, you’ll find a rather wide array, with Ford having both the F-150 King Ranch and Platinum, Toyota having both the Tundra 1794 and Platinum, and Ram having the Ram 1500 Laramie Longhorn. Each of these trucks has an MSRP in excess of $40,000.
What is perhaps surprising is that General Motors has not had specific models competing in this leather-clad category, despite the fact that both the Silverado and GMC Sierra are stalwarts in the overall sales numbers for GM, with the Silverado 2012 sales coming in at 418,312 units (making it GM’s biggest-selling product, with its second, the Chevy Cruze, back at 237,758 units) and the GMC Sierra at 157,185. This is not to say that consumers couldn’t configure a Silverado or Sierra for $40K-plus, but that the corporation didn’t have luxe trucks ready to roll off the lot.
But as the 2014 Silverado and Sierra have undergone major refreshes, the GM divisions have taken the opportunity to roll out with the Silverado High Country and Sierra Denali models, both of which handily break the $40,000 price point (e.g., the High Country starts at $45,100, including destination, in a 2WD configuration with the base 5.3-liter, 355-hp/383 lb-ft EcoTec3 V8; the Denali, with the same setup, comes in at $47,810).—GSV