On Saturday May 4, General Motors rolled out its new 2014 Chevrolet Silverado pick-up, named the High Country.
With its new 2014 Chevrolet Silverado, Chevrolet seems to be aiming at competition from the likes of the Ford F-Series King Ranch, Toyota Tundra 1794 and Ram Laramie Longhorn.
"We see that portion of the market growing, and we want to be there," Chevrolet Trucks Marketing Manager Maria Rohrer said.
"GMC customers are a different kind of customer," Chevy Marketing Manager Lloyd Biermann added. "The High Country is an understated pickup that provides some very upscale features. We saw a hole in our lineup between Chevrolet and GMC, and, quite frankly, we think this helps fill it."
Overall, the 2014 Chevrolet Silverado definitely has the whole cowboy thing going on, including a mountainous landscape etched into the front-seat headrests and front doors.
"What we wanted to do was get a little bit of a Western theme to it, if you will," Biermann said.
Aside from the Western-themed trappings, the 2014 Chevrolet Silverado features 20-inch wheels and a unique grille. The interior is made of saddle-brown leather.
In terms of power, the 2014 Chevrolet Silverado High Country comes with a 355-liter V8 engine and 355 horsepower. The vehicle averages 23 miles per gallon.
General Motors expects the High Country to sell well in west Texas, where pickups are highly popular, but the company also wants the vehicle to reach a broader base.
"It's gotta play well in Texas," Rohrer said. "But this name should play more broadly around the U.S."
The 2014 Chevrolet Silverado High Country will be available later this month.