Chevrolet has just unveiled a new high-end pickup, the 2014 Silverado High Country. It has a chrome grille with horizontal bars, halogen projector headlamps, body-color front and rear bumpers, 20-inch chrome wheels, all-season tires, and chrome body side moldings, door handles and mirrors.
Inside, Silverado High Country has a saddle brown interior and heated and cooled perforated premium leather front bucket seats with High Country logos on the headrests. It also features front and rear park assist, which is not what I think of when I think of pickup trucks, but clearly I have another think coming. The Chevrolet folks succinctly say “Small business drives the economy and pickup trucks drive small business.”
James Bell, GM’s head of consumer affairs, says full-size pickup trucks today are designed to deliver the features new truck owners are looking for, including state-of-the-art technologies, connectivity solutions and comfortable interiors.
“In many ways the pickup truck market has eclipsed what you find in cars these days since so many trucks are used as mobile offices,” he says, noting that the Silverado High Country features MyLink connectivity and “seamlessly integrates an owner’s cell phone, iPad and laptop.” The truck has a 110V outlet for plugging-in a laptop, plus a cradle designed to accommodate an iPad.
“There’s a nice level of technology friendliness where you need it, so you don’t have to go looking for it,” adds Rebecca Lindland, a consultant with Rebel Three Media & Consulting. “Chevrolet has really stepped up to the plate for the high-end buyer.”
As for features like park assist and a rear-view camera, Lindland notes that pickup trucks are used not just in rural and suburban areas but also in crowded cities where anyone can use help in parking a 12-foot vehicle.
When I think of it that way it makes a lot of sense.