Chevy Could Be First to Deliver $100,000 Pickup
Demand for pickups of all sizes, prices, defies overall U.S. sales downturn, says truck marketing chief.
The Detroit Bureau
Paul A. Eisenstein
*Full Article at LinkAs always, demand is being driven by the “core” audience who want trucks for work and need lots of towing and cargo capacity, said Piszar. But there’s a growing market among non-traditional buyers who see a pickup as an alternative to a sedan or coupe and, in many cases, a luxury car. And those buyers “are demanding more” high-line features while also accepting fast-rising transaction prices. Chevy moved up-market with is latest trim level, the Silverado High Country. But it is exploring the potential to reach even higher, a move that could see it offer the first truck to top the $100,000 mark.
Archrival Ford has already nudged close to that mark, a fully loaded version of its F-250 Limited now going for around $97,000.
“People want to trade up,” Piszar said during a media event offering the first drive of the all-new 2020 Chevy Silverado HD line. “If customer want a more expensive truck” than what the bowtie brand already offers, “We’ll deliver it.”
Asked directly whether a $100,000 version of the Silverado – likely an HD model – is in the works, Piszar demurred, saying he couldn’t comment on future product. But “Chevy wants to provide what customers are asking for” he stressed.