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.
Source: The Detroit Bureau