The internet had a somewhat negative reaction to the appearance of the 2020 Chevrolet Silverado HD, particularly the lower-end trims, which caught General Motors off guard.
As all major manufacturers do with their vehicles, the automaker asked customers for feedback before giving the 2020 Chevrolet Silverado HD’s design the green light. The design that they picked was one of the more popular designs in focus groups, Silverado marketing manager Hugh Milne told Autoblog in a recent interview . It didn’t just ask GM fans what their opinion of the truck was, either – the company also quizzed owners of competing heavy duty trucks.
“All of our research that we ever did on this, we’re talking to Heavy Duty buyers of all brands,” Milne told the publication. “This front end and this design over the top was one of our best-ranked designs.”
Milne also questioned if the criticisms being levelled at the truck were from actual heavy duty truck buyers who are in the market for a new truck.
“How much of that reaction is from people who actually buy these trucks?” he asked.
We think that Milne has a point in that regard. After all, the internet is an open forum and some of the people spouting their opinion on the 2020 Silverado HD may not be in the market for a heavy duty truck, may not live in a region where the truck is sold or may not even be old enough to drive. At the same time, though, the Silverado HD is certainly against the grain and this may serve as proof that focus groups don’t always result in valuable feedback.
The 2020 Silverado HD will be offered in three trim levels: Work Truck, Custom, LT, LTZ and High Country. GM says the lineup will also include 2500HD and 3500HD Regular, Double Cab and Crew Cab models, which will be offered with standard length and long cargo boxes. Two chassis cab frame lengths will be on the table too. GM says the 2020 Chevrolet Silverado HD will go on sale this summer. Pricing is expected to be released closer to the on-sale date.
(source: Autoblog)
Comments
Todays GM: Ran by bean counters and focus groups. Paid by China.
Personally I really like the looks of the HD’s… At least they’re doing something different! Everyone gets mad when they stay conservative, so then they go more revolutionary and then you scream at them more… What do you want?!?! lol For one you haven’t seen them in the flesh so leave your gripes for when you see one on the road, and two it could be worse, it could look like the new RAM! ☺️
I have to admit I was completely taken aback by the new design and wasn’t a fan…at all. But the design grew on me, especially the front end, and now I love it. In regards to the above, I actually do own a Sierra 2500. I do like new the Sierra as well, but if I was looking to replace my truck I would take the Silverado HD. The truck design is fresh and unique, I like that.
I have liked it so far but still want to see it in person.
I am normally a GMC guy but the GMC is a bit too much as the Ford and Ram are.
I like the body color nose the best with the black grill.
As a fan of HD trucks even though I’ve only owned 1/2 ton trucks I really like this new look. I like how they differentiated the HD models from the rest of the line up. The paint matched models look sharp as does the high country.
I own a 2016 Silverado HD and the new one is hideous. GM keeps saying the focus groups loved it when we showed them. Who were in these groups? I never received any invitation… but seriously. The 1500 falls flat, the interiors fall flat, and now the HD? It makes me wonder what exactly is shown during to these groups. Were they shown all angles of the truck? For example the red one posted above in the article doesn’t look half bad at that angle. But then you look at the front of the white one in the next pic you know there’s no way the focus group liked that if they were actually shown that. Then you gotta wonder how much was changed after the focus group voted i.e. bean counters.
GM wants to say the internet doesn’t buy these trucks but it reality it does especially in today’s market. Everyone uses the internet, everyone sees the opinions people have on these trucks. Most people will not buy a truck they feel everyone else believes is ugly. Yes you will get the ones that say well I buy what I like. But the truth is in today’s society people want what everyone else likes. And unfortunately not many like this design. The 1500’s are already falling behind in sales due to this. GM can spin it however they like, lack of marketing, whatever, but the truth is a redesign can’t come soon enough.
“People want what everyone else likes”. That is the problem with focus groups, that all manufacturers are supposedly using. You get vehicles that look a lot alike. Where the “bean counters” come in is in the “packages:. It is cheaper and more convenient to not allow too much personalization in the details. Don’t like chrome? Too bad if you want this other feature. Don’t like a center console? Sorry, get the low end model. I will be getting a Chevrolet or GMC HD diesel later this year, I need one and I don’t see a better choice with Toyota or Nissan. But it doesn’t mean I don’t want to gripe about what is available. Pickup trucks are so profitable, maybe if the chicken tax was repealed we would get more outside manufacturers gambling on meeting what are apparently niche markets, giving us real choice.
If this is the design that the focus groups said was the best, I hate to think what the ones they didn’t like looked like!
I’m also a GM HD owner and to be honest I’m struggling a bit with the new look. I’m not afraid of change but the LTZ, LT and WT models just look off from the head on view. With some beefier wheels and tires the High Country has potential but I’m still really disliking the door mount mirrors. IMO the LTZ should have also received a version of the bowtie grill to better distinguish the top trim levels. I’m curious if the focus groups saw the actual trucks or just the concept drawings. I think the drawings looked much better than the actual production model. I’ve never been a fan of the current 15-19 overly square wheel wells and can honestly say I like the 20 wheel wells better. I’m also stoked they finally hid the DEF tank! The 20HDs are clearly more capable trucks but it’s going to take me a minute to warm up.
The look grown on me, I’d like the look GMC better.
Can anyone here honestly look at the white one above and say it looks good? Do they like the black grille bar wrapping around and between the lights? The tiny gold bow-tie?
I have owned several new Chevy and GMC trucks throughout my lifetime. The last three were 2500 HD trucks. When GM wants to upgrade the styling of their trucks, they always make changes with the headlights and grill. Gm decided to go with tiny lights and a huge grill. Like the grill. It looks good on a big truck. But the small lights and their location looks very out of place on such a large truck. Too radical or futuristic. GM needs to revamp the front of these trucks ASAP. Don’t like the mirrors, but could live with them and other changes, such as molded fenders and wheel wells. But, the front end is definitely a turn off, especially on the Chevrolet. GMC is so so. Love the rest of the truck.
I’ve been a Chevy fan my entire life and have bought 3 new Chevy HD trucks in the last 4 years and currently own a 2018 Chevy 2500HD Duramax and think the new truck looks terrible. I was also not invited to vote on the looks. Massive grill and tiny lights look hideous. I hope nothing happens to my truck because I certainly would not buy a 2020 Chevrolet HD truck. I was also thinking how terrible the other designs must have looked that they picked this one.
Now, all they would have to do is lower the middle bar and make the top light bigger and the lower lights smaller. I think it would really make a big difference.
Honestly I don’t know why focus groups are even necessary. Just design a clean tough looking truck that is 100% competitive inside and out and the rest will take care of itself. If a designer has to ask if it looks good or not it might be time to change the designer!
I like it better then the 1500 front end although the 1500 is growing on me. I hate the heads light’s on the F250 as well..
I relate strongly. I’m only 15, and saving for an ’06-10 Impala, but I still like these trucks.
I bought a used 2007 2500HD in 2010, it is a regular cab, 8 foot bed. I would like to buy a 2020 2500HD double cab if they still come with a 8 foot bed. I do not like the short or “long” beds. I guess if I buy one it will be a regular cab with the 8 foot bed.
Again, more proof that GM’s marketing department clearly has zero clue how to operate. GM’s marketing department is taking so many L’s with their dumb and infuriating ” real people” ads, then this fugly ” focus group approved” heavy duty truck. What’s next GM? How about a new director of marketing?
I would not buy any other HEAVY DUTY 1 TON but a GMC I have owned gmc trucks 62 Apache step side, 71 3/4 4×4 tuff as it get, 77 Sierra grande camper special 5 wheel hauler, 2012 GMC HD 3500 Z71 4X4 6in lift in front, 4in rear, lots of extra… I can afford it now. Lol that and my ZL1 that’s right.
I’ve owned two 3500 Denali’s and two 3500 High Country’s (all with the Duramax) and I’ll be buying this one as well. I happen to like the new look but I don’t buy these trucks for the way they look. I like they way they drive. I like how they handle. I like the fact that my rigs don’t have problems getting the job done. I like passing a Super Duty who’s blowing smoke up the pass and I’m pulling 10K more than he is. Fact is I can’t see what the outside looks like when I’m driving it and I spend WAY more time driving it than I do looking at it!
Like some people I wasn’t sure of the design first time out of the box. It has grown on me, it is different to the competitors and should date gracefully.
Hopefully it’s durability and reliability over time is also class leading.
GM can say all they want, MOST of us hate the front end!!!!!!! I bought a 2018 Silverado LTZ , and wouldn’t trade it straight for a 2019, EVER!!!!!!!!!!!!!!!!!!!!
“the company also quizzed owners of competing heavy duty trucks.”
Hey Ford fans, which of these Chevy trucks should we build?
Focus groups, great designers with vision don’t work based on focus groups. Harley Earl and Bill Mitchell rolling over in their graves!
I think they need to get different focus groups
I think their focus groups were blind.
It’s unfortunate that GM Exec’s are using focus groups as a scape goat for their screw up. I would hope that internally GM would have enough product enthusiasts around to keep the designs like this at bay. Between the final design of these base model HD’s and the 2019 Camaro SS refresh there appears to be enough evidence that a review of design approval processes needs to be conducted. Mean time Chevy sales will get beat up. I’m already having loyal repeat Chevy customers asking me if I can get them a GMC model when they trade, in lieu of having to buy the upcoming Silverado HD. I don’t have the GMC franchise, so this is going to hurt. I need to sell Chevys to stay in business, not be a gallery for designers wet dreams.
I think they are ugly. Time will tell based on sales and discounts. 01 02 body and front was the best. Had to pay premium for those when they came out. Then changed in 03. Bad decision. The GMC looks good except for the mirrors. They say visibility but I say no as I sat in my 2015 2500hd very small area. I understand cameras are on them but Ford did it without mounting low. Front bumper should turn up on each end like GMC not frowning like it is. Sure they asked Ford and Ram owners. Most of which would never buy and probably point out one they wouldn’t buy. Right now I’m debating about buying a 19 before they are gone. Rant over almost.
I really don’t like that red Custom. The front bar to me looks like if you painted the stacks on a Peterbilt: it just looks off, and you know it should be chrome. As for the WT, I’ve never liked the all black plastic front ends. The black wheels with the polished silver “C”s in them are way too goofy for me. The LT is still bad, the LTZ is appealing, and the High Country actually looks great to me. But I’ll never buy anything higher than an LT, so GMC for me.
I own a 2007 Silverado classic and since this model, I think they are all ugly, the look of the 2007 model is timeless I will be buying 2019 Silverado as at least with the new air induction in the bonnet they look the part I will not be waiting for the 2020 model they are butt ugly and I am disappointed because I like the idea of the 10 speed tranny.
Years ago, I actually was a part of one of the focus groups. We looked at various designs for an “upcoming” vehicle and also compared the designs against current competitor’s vehicles . It was a blast! But I remember that most people in the group didn’t really follow the directions and got caught up in the excitement of being there. In short, they would have said a white dog turd looked good!
Now I’m sure this practice has gotten better and more scientific over the years but one thing I learned was that people are like sheep, if one goes over the cliff, they are all going!! Very few people actually went against the grain and said something to the contrary of the group that day and the group as a whole was easily led by the gracious host even thought we were supposed to be left alone with our thoughts and observations. I like these new HD’s for what they can do! I have owned several HD’s since 2002 and they were great trucks. But these new trucks are not the most handsome and to say “well the focus group liked it” is a cheesy excuse I think. BUT, feel free to disagree, opinions, like design are subjective!
I’m in the market for a new HD truck, and I hate the new Chevy design. The GMC looks pretty good, but the Silverado is just awful IMO. At first, I wasn’t a fan of the 1500’s, but they grew on me. This has not.
I really hate how Chevy no longer uses the bow-tie up front. I love the CHEVROLET spelled across the tailgate, but I think up front they should stick with the normal gold (or black) emblem.
Really? This truck look horrid, what was gm thinking? Focus group my a.., I’ve driven gm trucks for 40 years, but no more, I’ll be spending my money with Ford next year, the super duties look like trucks, chevy trucks in 3rd place.. never thought I’d see this ..
I run a fleet of heavy duty trucks for my company and own an 08 duramax. Whoever the rep from GM is going around saying that “people who don’t like them just aren’t in the market for HD trucks” is in serious denial. I know HD equipment, I have 3 mechanics with duramax’s and all we agree that this new style is an absolute fail. I would be embarrassed as hell to have been responsible for that mess. I’m sure it’s still a great performing truck, and if the price is right they will likely sell some fleets, but I think the sales they see for personal use are going to suffer from a terrible design unfortunately.
GM’s comments sounds like an excuse for the major screw ups in the ugly design of these new HD trucks. We won’t have to fire anyone in management for this mistake, we can just blame the focus groups. I’m sure it’s the focus groups fault too that told GM to it was okay to go with the dated interior that is way behind Dodge Trucks. Just like GM is scrambling to redesign the face of the 2019 Camero which has dropped to 3rd place in sales I am worried to see what happens to these GM HD’s. I can see another emergency face lift design as sales continues to drop for the half tons and as these HD’s get into dealer lots we’ll see soon if that’s the case as well. Pretty easy for these engineers or marketing people who want their design to craft the questions of these survey groups to support their stupid ideas. There is always a way to lead and formulate questions to do that. I can guarantee the same management team is the one who made the decision to not only give us auto start/stop but remove the disable button from their cars as well. Clearly something is broke at GM to have the Camero screw up and now the truck screw up!
FIRE the designers responsible. Did you put the pontiac aztek designers on the 2500? Gotta be the same group. I bought a black 2020 1500 Trailboss LT 6.2 because the 2500 is the ugliest truck i have ever seen. I like the 1500 RST and the trailboss. Stop using chrome and cheap black plastic. You have to get your proportions right. Your focus groups must work for the competition and wanted to see if you were dumb enough to put this pile of crap on the line. Unbelievable fail.
Agree on some point except one. You cannot have too much chrome! Hate the blacked out look!