Sep 24th, 2012 by Ross Edwards
Chevrolet has announced that it will build a luxury version of the Silverado 1500 called the High Country. The High Country will compete with the Ford F-150 King Ranch and the Ram 1500 Laramie Longhorn. Oh, and the GMC Sierra Denali, shown below. Now the one trim level that separated the GMC Sierra from the Chevrolet Silverado will be made redundant by the Silverado High Country.
GM has not made an official announcement on the content or price of the High Country. One dealer at the national dealer meeting where Chevrolet announced the High Country said it would have everything the F-150 King Ranch has, including a western flair, according to Autoweek. That might be the only thing separating the High Country from the Denali.
The common consensus is that GMC continued on because GM needed Buick GMC dealers to sell Buick cars and those dealers can’t stay afloat without truck sales. That meant that GM had to make an attempt to carve out some sort of identity with the GMC brand, and they’ve done that so far by attempting to move the GMC version of each truck and SUV (in fairness, GMC’s SUVs are visibly different than Chevy’s, and they are almost unanimously better looking) upmarket with luxury Denali versions.
GMC, which hasn’t had a unique vehicle that I can remember since the Syclone performance truck, was kept as a brand after GM’s bankruptcy while Saturn and Pontiac, both of which had unique vehicles and, to a lesser and continually diminishing extent, brand identities, were discontinued. That made sense because of the cross competition between GM’s brands, why build three small cars that are all competing for the same consumers when there is really nothing that separates them? So is GM making the same mistakes with GMC that killed Saturn and Pontiac?