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.