General Motors and Ford are raising the stakes in the war to win over buyers of heavy-duty pickups, full-size trucks coveted by America's contractors, cowboys and commercial buyers alike.
GM unveiled Tuesday its new heavy-duty Chevy Silverado at the company's plant in Flint, Michigan, where the truck will be manufactured.
"They are very purpose built," Mark Reuss, president of General Motors, told CNBC. "Things like snowplows, going to work at a construction site, using the power out of the bed. These are tools, but they are also refined tools."
The new Silverado, complete with a 10-speed transmission, rolled out just hours after Ford announced new capabilities and technology for its F-Series Super Duty pickup truck.