Chevrolet Silverado "High Country" to Compete Against Ford F-150 Limited, Ram 1500 Laramie Longhorn

By Trevor Dorchies | September 24, 2012
During a national Chevrolet dealers meeting in Las Vegas earlier this month, General Motors revealed plans to introduce a luxury trim level with the incoming Silverado. This new Chevy Silverado model, known as High Country, will compete against the likes of the Ford F-150 Limited and Ram 1500 Laramie Longhorn. Both of the aforementioned luxury pickups have a sticker price north of $50,000. Chevy, while is a ways off from announcing pricing details for its all-new High Country model, is expected to price its pickup in the same neighborhood. No real details about the Chevrolet Silverado High Country quite yet, but when speaking at the national dealers meeting last month, GM said it would be the automaker's answer to the competition.
Making the move into the luxury pickup truck market has been a popular one as of late even with the economy ebbing more and flowing less. Ford launched its Platinum trim level back in 2009 and sales exceeded the automaker's expectations. The Ford Platinum F-150 trim accounts for six percent of all F-150 sales, double which of what was forecasted. Other F-150 luxury trims include the King Ranch, Platinum, Raptor, and Lariat. Ford's most posh trim level, the Limited, comes with a $53,450 price tag and sits ahead of other luxury models in the Blue Oval's truck portfolio. The Ford F-150 Limited includes features like heated and cooled seats, a moonroof, rain-sensing windshield wiper blades, and 22-inch chrome wheels. In total, each luxury trim model accounts for nearly a third of all F-150 sales. Crosstown rival Ram also offers an array of luxury trim levels for the 1500 and those include the Laramie Longhorn and the Laramie Limited. The Ram 1500 Laramie Longhorn features leather seats, steering wheel, and other wrapped accents. A 6.5-inch infotainment screen, dual exhaust pipes, and 20-inch wheels are also standard features on the Ram 1500 Laramie Longhorn. The addition of the High Country trim level to Chevrolet may also benefit GMC, a perceived luxury brand of its own. Both the GMC Sierra and Chevrolet Silverado share a platform and drivetrain but the High Country trim may help GMC separate itself from its more mainstream sibling. Currently, Chevrolet trots the Silverado 1500 crew cab LTZ out as its answer for the F-150 Limited and Ram 1500 Laramie Longhorn. The Silverado LTZ commands a price tag of $43,435 and as we stated in our review, it's in need of some desperate refreshing. As always, stay tuned as more details on the Chevrolet Silverado High Country surface. Source: Automotive News (subscription required)