2015 Chevrolet Silverado Custom aimed at closing gap with Ford

Article by Christian Andrei, on February 20, 2015

The 2015 Chevrolet Silverado Custom -- with a price of $33,820, including shipping – will be aimed at "the heart" of the truck market, GM North America President Alan Batey told Automotive News. The Custom package is derived from the double-cab version of Chevrolet's LS trim level and features 20-inch aluminum wheels as well as a chrome bumper and grille surround, rear bumper, door handles and mirror caps.

The Silverado has an average transaction price of around $42,000. The Silverado Custom is seen as GM’s to the Ram Express, a lower-trim model that allowed the brand to capture converts. Ram saw its 2014 sales jump 24 to 439,789 trucks while Silverado surged 10 percent to 529,755. Sales of the F series, meanwhile, dropped 1.3 percent to 753,851.

Volume for the GMC Sierra sales climbed 15 percent to 211,833. "Our ATPs are off the chart because the top-end has done brilliantly well,” Batey said. He, however, noted that GM is not really getting a fair share of the full-size pickup market, to which the Silverado Custom is the carmaker’s answer.

When GM rolled out the current Silverado, one of its priorities was to trim the sizable gap with Ford in average transaction prices.

So far, GM has been successful with that as the top-of-the-line High Country edition and the LTZ trim level now account for about a fourth of total Silverado sales.

GM expects the Silverado Custom model to help it sell more double-cab models. GM wants to increase the demand for double-cab trucks to ease that of crew cab models, which are currently in tight supply.

Press Release

2015 Silverado Custom: Back to Basics, with Style

Chevrolet takes aim at the heart of the pickup market with the Silverado Custom, which offers Chevy Truck capability and dependability in a stylish package, priced within reach of many truck customers.

“The economic recovery has led to booming sales of high-end pickups like the Silverado High Country,” said Sandor Piszar, marketing director for Chevy Trucks. “But there are also millions of customers in the heart of the market who want a great looking, well-equipped truck at an affordable price. The Silverado Custom is a truck they can be proud to own and proud to drive.”

Based on the popular double-cab Silverado LS, the Custom package adds 20-inch aluminum wheels, chrome bumpers, a body-colored top cap above the front bumper, and chrome mirror caps and door handles. It also features four full doors for easier access to the front and rear seats, a 40/20/40 cloth front seat, tilt steering wheel, cruise control, power windows and door locks, and Chevy MyLink with 4G LTE WiFi.

Most Silverado Custom customers are expected to choose the available 5.3L EcoTec3 V-8, with 355 horsepower and the best fuel economy of any V-8 pickup, up to 23 mpg EPA estimated highway. Silverado Custom also will be available with the 4.3L EcoTec3 V-6, with the most torque of any standard V-6.

All Silverado EcoTec3 engines are direct descendants of the original Small Block Chevy V-8. They feature advanced technologies such as direct fuel injection, continuously variable valve timing and Active Fuel Management, which enable four-cylinder operation during light-load driving for improved efficiency. These engines also benefit from more than 60 years – and more than 100 million engines’ worth – of continuous improvement.

Like all Silverado 1500s, the Custom uses a hydroformed, boxed, high-strength steel frame and a cab structure that makes extensive use of high-strength steels. The Silverado 1500 is the only pickup to receive the highest possible 5-star Overall Vehicle Score for safety since the National Highway Traffic Safety Administration changed its New Car Assessment Program for the 2011 model year. Silverado also features a roll-formed steel box, which is lighter and stronger than traditional stamped boxes.

Priorities of these heart-of-the-market customers play to the Silverado Custom’s strength. According to Chevrolet research, these customers:

  • Expect to keep their trucks for a long time.
  • Want a truck that is as dependable as they are.
  • Prefer a stylish exterior and a clean, functional interior.
  • Want a vehicle that will be easy to maintain and inexpensive to repair.

“These men and women rely on their trucks every day, and they value things that are tried and true,” said Piszar. “The Silverado Custom is from the most dependable, longest-lasting family of full-size pickups on the road, and we think it is a great choice for hard-working truck customers.”

When equipped with the available 5.3L EcoTec3 V-8 and color-keyed carpeting, both expected to be popular choices, a 2WD Silverado Custom starts at $33,820. A similarly equipped 4x4 starts at $37,800. Dealers can order Silverado Customs starting this month.

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