GM wants to differentiate GMC Sierra from Chevrolet Silverado

Article by Anita Panait, on January 24, 2012

General Motors may hike the sticker price and offer more standard equipment for the GMC Sierra in an effort to differentiate the pickup from its Chevrolet Silverado cousin, according to Mark Reuss, the GM president of North America. Redesigned versions of the pickups will go on sale in the first half of 2012. 

Reuss said they may implement a similar product differentiation strategy it did when it had to differentiate GMC's Terrain and Yukon models from Chevrolet's Equinox, Tahoe and Suburban brands.

Reuss said that GM will design the pickups’ equipment and models “very differently.” Currently, the 2012 Sierra and Silverado have an identical $22,940 sticker price, including transportation costs.

Reuss said GM will also exert effort to differentiate the sheet metal between the two pickup trucks, as they have limited exterior styling options. Robert Morris, dealer principal at Morris Buick-GMC agrees with Reuss, saying that “price has to ultimately come into the equation." Morris remarked that if the customer sees the value of a vehicle, the “price won't be objectionable."

2012 Chevrolet Silverado series solidifies its status as segment leader for capability and diversity by featuring an improved design, enhanced comfort and upgraded connectivity.

The new Silverado’s design has been updated with a new front end. There is also the striking White Diamond Edition available. Comfort on the LTZ models has been augmented by heated/cooled seats, while connectivity is upgraded with a new navigation radio that features an improved screen and built-in hard drive that eliminates the requirement for discs with map data. Exclusively for its segment, the Silverado features OnStar and SiriusXM satellite radio, along with Bluetooth connectivity, USB ports and an installable Wi-Fi system.

Except for the Hybrid models, the new Chevrolet Silverado 1500s now have an upgraded StabiliTrak electronic stability control system which includes Trailer Sway Control and Hill Start Assist, resulting in improved performance under different driving and trailering conditions.

Chevrolet Truck marketing director Maria Rohrer says that the Silverado's reliable V-8 performance, remarkable fuel efficiency and wide model range remains highly appreciated by truck buyers, as illustrated by its 7 percent increase in sales in the first seven months of the current year. She adds that the new 2012 models bring fresh styling updates, navigation radio and Wi-Fi connectivity to enhance the ruggedly capable truck’s fun and convenient driving experience.

Among the design modifications for the 2012 Silverado generation is the chrome mesh grille. On the LS and LT models, the grille also has a chrome surround, while the LTZ model has a body-colour grille surround. LS and LT 2WD models also have new and more streamlined silver lower bumper fasciae with no tow hooks, as well as new 20-inch chrome-clad aluminium wheels.

Silver Ice Metallic, Mocha Steel Metallic, Carbon Flash Metallic, and Greystone are the four new additional body colours, while Dark Titanium/Light Titanium and Dark Cashmere/Light Cashmere are two new cabin colour schemes.

All new Silverado 1500s now have cruise control and a spare tire lock.

The White Diamond Edition comes in either the LT or LTZ trim, and is characterised by the distinctive White Diamond Tricoat body colour, chrome mirror caps and door handles, and on the LT models, chrome-accented body side mouldings. Meanwhile, the LTZ additionally features the Z60 high-performance suspension package, 20-inch chrome-clad aluminium wheels, touring tires and matching chrome tow hook and exhaust tip.

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