Although Ford will gladly sell customers an F-250 Limited for nearly $100,000, no pickup truck has quite broken the mark yet. Chevrolet, however, could be the first.
Sandor Piszar, Chevrolet trucks marketing head, told The Detroit Bureau that there very well could be room to grow the Silverado and make one variant a six-figure pickup. It would likely be a heavy-duty model. Piszar was asked directly if such a truck is in the works, but didn’t offer any insight into future products.
However, he said the brand always wants to provide customers with what they’re asking for. If more voices clamor for an ultra-luxurious Chevy Silverado HD, then by golly, the brand will build it. We don’t know where that would leave GMC, though. Will a GMC Sierra HD Denali variant crest $120,000 then? It’s a brave new world.
Piszar didn’t dismiss the fact that most of the segment’s growth is coming from a “core” audience. Those are the buyers that use their Silverado 1500 and Silverado HD trucks for work, towing, and cargo capacity. Yet, Chevy has noted the uptick in buyers swapping sedans for trucks. And many buyers also see high-end pickups as an alternative to luxury vehicles, too. GMC has also noted more luxury cars traded in for various Denali models.
That’s where the $100,000 truck may come into play. Those buyers ditching, say, a Mercedes-Benz for a pickup demand more premium features. Those features come at a price, and also a wonderful profit for General Motors.
Despite worries of an auto industry slowdown—a new report pegs a market drop of 30 percent by 2022—Chevy isn’t too worried. The utter demand for pickups appears to outpace concerns of slowed demand for passenger cars and crossovers.
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Source: The Detroit Bureau
Comments
They’ve already gone as far as to paint interior pieces bronze for that extra lux experience. I imagine this model will get gold sprayed interior and exterior pieces.
GM – figure out how to make a luxury truck before claiming to make a Uber luxury truck. T1s are a joke.
Ya know man, I agree.
I myself just bought a 2019 Silverado Classic (K platform), and in the buying process I test drove a Colorado, an LD Silverado, and the new “T” Silverado. The one I test drove was an LT with a few options (20 in wheels, heated seats, sliding rear window). Honestly, the truck was better than I initially thought it would be, but between; the push-button start, the terrible forward visibility (the side view mirrors were quite big and rearward visibility was great), the cheap piece of sharp plastic on the bottom of the steering wheel, the cheap feeling column shifter, the complicated “track pad” on the steering wheel DIC, the lack of 4wd low (something my much less equipped Classic has), and the weird feeling brake pedal, the 24 gallon fuel tank (2 gallons less than my truck)…..I just couldn’t bring myself to live with it.
Its awful! and I’m NOT one of those internet trolls who has never seen the truck in person b!*ching about the interior. Just today my boss bought a “T” 1500. and in taking it for a spin….I can now see why Ford is the best selling truck. The 2016 F150 it is replacing is years better (and it doesn’t even have power windows)! The truck he bought is a base model with only 4wd, and the convenience package.
GOD how it feels cheap! Everything it sharp plastic, the V6 is super loud (the truck sounds like it has no sound deadening between the cab and exhaust), and the visibility sucks even worse than the one I test drove due to lack of height adjustable front seat! I wouldn’t drive it if I got one for free
Given what we have seen from the new Denali and High Country, as well as Cadillac’s portfolio, I don’t think GM has the ability to design and produce an interior that justifies that sort of price tag.
Most middle class families can’t afford these overpriced pickups now, much less at 6 figures. And I don’t care if i had a gun to my head to buy a pickup at over $100,000 I would take the bullet before I took a GM product.
Middle class families shouldn’t be buying a luxury truck.
The funny thing is truck prices have jumped, and so have the average transaction price, but that’s because luxury trucks is a newer segment. 15 years ago there weren’t luxury truck in the same regard as now – Denali was a brand new idea that was basically just crappy leather and a different V8. These luxury trucks are what is pushing the prices ceiling and is what is dragging the average transaction price up with it.
A base model or mid range truck, accounting for inflation, is about the same as it was 15 years ago. But let’s look at something like an entry level compact car. A Cavalier was around $10000, and Cruze base price is $18000. That’s a bigger percentage increase than a base or mid level Silverado compared over the same time frame.
And going back to that 2002 Denali, it was $45000, which is $64000 now, a 2019 Denali is $56000. Sounds like a deal compared to what you got in 2002. Doesnt it? A new Denali has 100 more horsepower, 60% more efficient, tons of technology and creature comforts, tows almost twice as much, etc., etc.
People complain about truck prices, well then don’t buy a fully loaded Denali, or Platinum, or Limited. Buy a comparable truck that you would have 10-15 years ago. Double cab that’s about the same size as that old crew cab was, cloth seats, and a modern V6 or even 4 cylinder that has better specs than that old V8.
Your just talking nonsense as if you believe the cost of milk or eggs also hasn’t gone up.
Why do think middle class families shouldn’t be buying a luxury truck, Andrew?
I’m a middle class family and own a luxury GMC double cab Sierra truck and a luxury GMC Yukon XL. Which I paid no where near the prices they are today. I agree with Bob, they are way overpriced.
Why is it that GM would not replace the faulty dash boards that were installed in the 2007-2014 vehicles? Both of my vehicles are in excellent condition except for the cracked dash. Hope they’ve fixed that problem especially at that price.
GM should think about making that an elite limited special order edition vehicle as don’t think there’s a big market for $100 grand trucks. Or maybe it will become one of those sitting on the lot forever with a $12 grand off the sticker sign coving the whole side in hopes some will take it off their hands!
It’s just the value of the US dollar has gone to hell. In 1970 you could buy a house in a middle-class neighborhood in San Francisco for a 1000 ounces of gold. And if you bought that same house today the price is unchanged it’s still 1000 ounces of gold.
Chevy Needs to do this. It would be a great image booster IMO.
GM has the worst interiors in the business out of the Big 3. The new half ton and three quarter ton truck interiors are embarrassing on their high line models, and the magazines are finally calling them out on it. They should consider hiring someone like Volvos chief interior designer.
I just pray that when GM fails again that the government lets them fail and doesn’t bail them out, if their numerous exec’s making 25 million + a year can’t keep it from failing why should we the people they’re extorting with these ridiculous prices be the ones to save them, they’re not shy to charge 80 or 90k for a truck we shouldn’t be shy to say no to another 20 billion dollar bail out.
Great…. nobody can afford a decent truck now days, so as opposed to circling the drain, let’s swim right towards it. Bold move GM. I get that this is a “luxury” truck, but how about you make an affordable truck that can be used as a truck.