General Motors is planning to focus its attention on its next-generation full-size pickup line up to boost its sales and attract new buyers.
The American car manufacturer is said to have restructured its 2019 Silverado lineup which now includes three new trims in order to expand its market share.
“We do really well in the heart of the market. That’s where we tend to overachieve,” Hugh Milne, Chevrolet Silverado marketing manager, told Automotive News during a media event here last week. “We have not done as well in the lower end, and we do OK on the high end, but we can do better.”
GM has broken down the three trims into “high value” (Work Truck, Custom, Custom Trail Boss), “high volume” (LT, RST, LT Trail Boss) and “high content” (LTZ, High Country).
GM has broken down the three trims into "high value" (Work Truck, Custom, Custom Trail Boss), "high volume" (LT, RST, LT Trail Boss) and "high content" (LTZ, High Country).
With the conclusion of the outgoing Silverado, Chevrolet has left a void in the lower-end segment of pickup trucks allowing Dodge to make gains with its Ram. In the current scenario of the market, high-volume models like the LT and the RST constitute of Chevy’s 50 to 60 percent retail sales. Meanwhile, the high-end LTZ and the High Country account for nearly 20 percent of the sales with low-end models consisting of the rest.
As per Cox Automotive, in 2017, Chevrolet recorded an average transaction price of $43,384 for the Silverado 1500, which was almost equal to the Ram 1500’s $43,846. However, both these models averaged well below the Ford F-150s at $45,668.
Milne stated that he was expectative of new Trail Boss in the High-Value Trim and stated that the company was looking forward to a growth of 10 to 15 percent in Silverado's sales.
With the updated trucks, “We’ve made a lot of conscious decisions to get to a better price point,” Milne said, adding that he was optimistic about the roughly $55,000 High Country trim, which will enter its second generation after its introduction in 2013.
Milne stated that he was expectative of new Trail Boss in the High-Value Trim and stated that the company was looking forward to a growth of 10 to 15 percent in Silverado’s sales.
The Trail Boss comes with exquisite off-road features including a 2-inch suspension lift and the Z71 Off-Road Package with a locking rear differential, skid plates, Rancho shocks, 18-inch wheels and Goodyear Duratrac off-road tires.