So what stands out about the Silverado High Country?
In a word: chrome. There is lots of it to dress up the truck.
- Unique chrome grill with horizontal chrome bars
- Unique 20 inch chrome wheels
- Chrome body side moldings, door handles and mirrors
- Chrome rear bumper with CornerStep
You get the idea, this is a truck that makes a statement. It also will feature plenty of creature comforts like heated and cooled leather bucket seats, an 8-inch touch screen and Bose premium audio system.
In a statement announcing the new truck, Maria Rohrer, Silverado marketing director 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,"
Playing catch-up with Ford's Upscale F-150's
For Chevy, the Silverado High Country will face an uphill climb convincing luxury truck buyers to go with its new model instead of the upscale pick-ups from Ford.
(Read More: Ford Putting the Pedal to the Medal)
Ford has a number of upscale F-series trucks including the King Ranch, The Lariat, the Platinum and the Limited. Combined, they generate about a quarter of all F-Series trucks sold last year. That's roughly 180,000 high-end pick-ups that start at $45,000 and run up $60,000.
In short, they are extremely lucrative and one reason why the average transaction price for Ford pick-ups is about $5,000 higher than GM pick-ups. Dodge and Toyota also have high-end pick-ups already on the market.
(Read More: GM Turns the Corner With Investors)