The current-generation Chevrolet Silverado and GMC Sierra pickup trucks have been on the market since the 2007 model year, and with both Ford and RAM upgrading their own trucks, it was time that GM offered an upgraded truck of its own. Yesterday morning, they did just that, in a webcast. Click past the jump for the video and my analysis of GM’s new trucks.
GM’s Mark Reuss and Jeff Luke gave a great presentation of the new Silverado and Sierra pickup trucks, which share GM’s full-size truck platform. They took several shots at their main competitors, Ford and RAM, and only slightly indirect at that. The only fault I found in the presentation is when Mr. Reuss said that the new GM trucks were the first with projector headlights, but Ford introduced them on the 2013 F-150.
The other issue I have is that of badge engineering. Badge engineering is when an automaker creates different vehicles for two of its brands by changing the badge and simple details. While the new Silverado and Sierra pickups have different headlights, bumpers, front fascias, and different badges, in the dark they’d look quite similar, which has been the status quo at GM for a long time. They do, however, continue to make the Sierra look better than the Silverado, with tasteful chrome trim and a thicker-appearing front grille.
While GM can say their trucks are for different customers, they’re guilty of the same thing Ford has been guilty of – using one brand as a more luxurious trim level for the base brand. In Ford’s case, they have created Lincolns for many years by tarting up Ford’s passenger vehicles. GM continues to do this to the Chevrolet Silverado, by adding more chrome, lengthening the standard and optional feature list, putting a nicer interior in, and calling it the GMC Sierra. According to the webcast, though, the dealership experience is supposed to be different, which is a great marketing tool. GM can charge a bit more for the dealership experience and service, the same way Honda does with Acura (although at Honda, the only obvious badge-engineered vehicle is the Acura ILX, which is quite close to the Honda Civic).
I won’t go into the trucks too far in this post, so look for an upcoming post with lots of pictures and my in-depth analysis of what GM has released so far concerning its bread-and-butter pickups. In the mean time, enjoy the webcast reveal below.
by John Suit
Source: GM