2019 Silverado LTZ: Why Chevrolet Isn’t Using The ‘Premier’ Trim Level
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In a time where autonomous vehicles dominate the headlines, GM, Ford and FCA all utilized the 2018 North American International Auto Show to parade new entrants into a segment that actually pays the bills – pickup trucks. For FCA, it was the all-new 2019 Ram 1500. In the case of Ford, it was the American introduction of an otherwise globally-sold Ford Ranger midsize pickup truck. And for Chevrolet, it’s the all-new 2019 Silverado 1500.
There’s plenty to take away from Chevrolet’s all-new, bigger, lighter, paramount machine. While Chevy is keeping the spec sheet vaulted up until later, we’ve so far learned that there will at least be substantially updated 5.3L and 6.2L V8 engines that can shut off as many as seven cylinders at once in the right occasion. There will also be a 3.0L Duramax diesel engine, to be built at the GM Flint Engine plant in Michigan. We also learned that there’s no Premier trim level. Instead, Chevrolet has maintained the LTZ name to designate a Silverado with premium garnishment. But why is the premium model called 2019 Silverado LTZ, rather than Premier?
Sandor Piszar, marketing director for all of Chevy Trucks, was able to answer that question.
“We tested that. We looked at Premier for Silverado, and what our truck customers told us is that they like LTZ,” Piszar said. “They understand what it means and how it fits into the lineup, and felt it was more ‘truck like’ than Premier. So we stuck with LTZ.”
The 2019 Silverado 1500 is said to launch with no less than eight various trim levels in the second half of this year, with the LTZ and High Country trim levels representing the most premium offerings. The 2019 Silverado 1500 also introduces the Trailboss trim level, which adds a two-inch lift kit and various off-road-oriented hardware to the Z71 package.
Chevrolet originally introduced the “Premier” trim on the 2016 Chevrolet Malibu, replacing the LTZ trim level. It then spread throughout most passenger car and SUV models from there. While the denotation serves as the top trim level for most models, critics have pointed out that the “Premier” trim level shares the same name with various car dealerships across the country. Whether the 2019 Silverado LTZ signifies a rollback in the strategy remains to be seen, but it’s safe to say that nobody will be confusing the LTZ trim level with a car dealership in Connecticut.
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Gee…I wonder if the rest of the consumer base for the rest of their lineup prefers LTZ over Premier as well? There was nothing wrong with LTZ to begin with IMO, not sure why they switched everything else to Premier. Sounds strange. Sonic Premier. Cruze Premier. Impala Premier. Traverse Premier.
Because the industry has shifted to this. Go look at any Toyota, Nissan, Hyundai, etc. It was basically a Marketing move to compete so that your average Joe cross shopping for a fully loaded family ride would know what the hell it meant. LTZ only means something to GM fans. The look on people’s faces (people that don’t know anything about cars) when you tell them the LTZ is the top model is priceless. Then you say “Premium” model and a light bulb suddenly flickers to life. lol
Same goes for models like ZL1 1LE. It’s stupid.
Yep, just like:
GT-R
RSR
ASC
ACR
SS
WS6
442
M3
M4
M6
Superlegra
GT
SE-R
Si
Type-R
Carrera
V-Spec
GSR
GTi
Quattro
AMG
TRD
and etc.
All of the above nameplates are storied and highly prized in the enthusiast circles. Mostly because enthusiast aren’t joe pubic and actually care to look stuff up. BUT many of those names are also well known and lusted after by non enthusiast as well, because of marketing and experiences in the real world. If potential customers don’t understand the meaning of LTZ, then that’s the responsibility of Chevy to make it known, and especially the salesman who is trying to sell the trim.
The more “truck like” LTZ name actually started as a trim level on the Corsica.
These inept buggers Should have kept LTZ. Premier sounds awkward on a truck.
Which is what they did… LTZ was kept.
Although “Silverado Premier” does not sound awkward… if it does, it sounds just as awkward as “F-150 Platinum” or “F15- Limited”.
Or King Ranch? Or Big Horn on a truck that carried the words Dodge and Ram.
But even with what ever name or letter it is the product that defines the name and the name does not define the product.
The funny part is that Silverado was originally a trim level too.
Unless you buy the high country model all the rest look stripped down and cheap but the front of all the trucks are UGLY like everything toyota makes plus they(GM) still are the only company sticking with the stupid column shift smh
I’d much rather have the normal column shifter than the stupid push and pull buttons that the GMC uses.
GMC has the Denali, Buick has the Avenir but the Silverado has “High Country” which makes zero sense…
I remember when Silverado, Sierra, Tahoe (S-Blazer), Ranger and Explorer were all trim levels.
I prefer names to letter identifiers, but “Premier” doesn’t do it for me…sounds like “Platinum” was already taken and they tried to find something similar.
Yep, I had an 89 S-10 Tahoe. Fantastic little truck!
Only Silverado Trim I’m interested in is one that doesn’t exist, ZR2.
I do love everything I see with the new pickup. I wonder when the HD will come out. I like the current design but it needs small things like rear air vents, rear USB plugs . It will be nice to get in the back seat with large boots like the Ford. I wonder if it has the three split on the DIC like Cadillac so you can see tire pressure, fuel range, and speed, all at the same time. I wonder if you can turn on the cargo light from the rear like Ford. I wonder if you can put a good seal on the tailgate. I am so interested in this talk of 7000 people questioned for input and when this started or if this is the only GM vehicle with this kind of input. I just cant believe this can be true for even the newer vehicles I own. 2015 Canyon, 2014 ATS, 2017 Denali 2500HD. Everyone is entitled to an opinion but 7000 people on some of this stuff. There are more than 7000 people online who still complain on the shifting of the 2015-16 Canyon and GM will not do anything about that. Are they asked questions or can they use it. simulator etc., set in it or what.
LS. LT. LTZ. Easy. Recognizable. Even and eventually to non Chevy ZQ8u!! Now.. ZL1 1LE is taking it tooo far and is ridiculous. Keep it easy, standard and quit switching it around. you break recognized marketing when you do that. Plus, Premier just sounds too pussy-ish. Seriously.
If I were Chevrolet I would dump the name Premiere and go with LTZ.
Like the name Premier over LTZ or not – they really do need to keep it consistent.
Though, I suppose, since the truck has the range-topping “High Country” trimplate, LTZ really isn’t the “Premier” trim level, like it is in the rest of the Chevrolet fleet.