GM Targets Higher Sales of Premium Pickup Models in US
General Motors expects a growing share of its US pickup buyers to choose high-end crew cab versions of the 2014 Chevrolet Silverado and GMC Sierra, driven by demand for luxury features and advanced safety technology.
General Motors expects US buyers to shift further towards high-end versions of its full-size pickup trucks, projecting that premium crew cab models of the 2014 Chevrolet Silverado and GMC Sierra will account for a larger share of sales by the end of the year. The company forecasts that crew cab variants will make up 60% of Silverado and 65% of Sierra sales by the end of 2013, reflecting a growing demand for more spacious and feature-rich pickups.
GM Anticipates Shift to High-End Pickup Models
Current and Projected Sales Mix
At present, crew cab editions account for 50% of Silverado sales and 60% of Sierra sales. GM is aiming for a notable increase, targeting 60% for the Silverado and 65% for the Sierra by year’s end. This shift is significant for the automaker, as it points to a broader trend in the US pickup market: buyers are increasingly choosing larger, more comfortable, and better-equipped trucks, often for use as primary vehicles rather than solely for work.
Pricing Structure and Model Comparison
| Model | Base Price | Double Cab | Crew Cab |
|---|---|---|---|
| Chevrolet Silverado | $24,585 | $28,610 | $32,710 |
| GMC Sierra | $25,085 | $29,110 | $33,210 |
The base price for a 2014 Chevrolet Silverado is $24,585, with the double cab starting at $28,610 and the premium crew cab at $32,710. The GMC Sierra follows a similar pattern, beginning at $25,085 for the base model, $29,110 for the double cab, and $33,210 for the crew cab. These figures show a substantial price difference between entry-level and high-end variants, underlining the growing value placed on additional space and features.
Luxury and Advanced Safety Features
High-end pickup buyers are increasingly seeking amenities and technologies once found only in luxury vehicles. GM has responded by equipping its new Silverado and Sierra crew cab models with advanced safety options such as forward collision alert and lane departure warning, which were not available on earlier versions. These additions are expected to draw buyers willing to pay for higher trim levels, particularly in the crew cab configuration.
The crew cab models also provide more interior space and comfort, making them attractive to both families and commercial customers who require a versatile vehicle for daily use. This move upmarket is not unique to GM; other manufacturers in the US pickup segment are also introducing luxury and technology features to their trucks in order to increase profit margins and meet evolving customer expectations.
Fuel Economy and Running Costs
Fuel efficiency is another area where GM is seeking to appeal to buyers. The company claims that its new Silverado and Sierra models are more fuel efficient than the Ford F-150 equipped with a six-cylinder turbocharged engine. According to analysis from Barclays Capital, the improved fuel economy of GM’s trucks could reduce the fuel cost component by approximately $1,575, helping to close the gap with Ford on total cost of ownership.
As buyers weigh both purchase price and running costs, GM’s focus on efficiency and technology is designed to address the growing expectations of US pickup customers. The combination of improved fuel economy, advanced safety features, and greater comfort is intended to position GM’s pickups as compelling choices in a highly competitive market.
Market Trends and Industry Context
The shift towards high-end pickup models is part of a broader trend in the US automotive market. Pickups are no longer viewed solely as work vehicles; many buyers now use them as primary family cars, and demand for luxury, technology, and safety features continues to rise. Automakers, including GM, are responding by offering more upmarket options and advanced technology packages in their trucks.
Competition among manufacturers remains intense, with each company seeking to differentiate its offerings through features, performance, and ownership costs. As a result, the high-end pickup segment is expected to remain a key battleground for US automakers as they adapt to changing consumer preferences.
