General Motors is Building a Pickup for the Cowboy
Modern cowboy culture has eagerly and appropriately adopted the pickup truck as one of its major symbols and tools. The 2014 Chevy Silverado High Country is GM’s attempt to break into that market by setting it apart from more “city slicker” friendly trucks.
What is “Cowboy Culture”?
Basically, modern “cowboy culture” is a new breed of truck buyers that identify with the historical image of the cowboy. They want a truck with a rough and tough individuality that reflects their cowboy identity. Modern cowboys are often rural farm workers and cow wranglers, but they can also be urban dwellers.
Cowboy Culture Friendly Changes
GM changed up the Silverado High Country exterior by adding more chrome to the grille, side mouldings, door handles, mirrors, and wheels. It also created a unique, tougher looking grille with sharper angles and edges and enlarged the all-chrome wheels to 20-inches. Interior design changes include brown leather with feather decorations, designed to mimic saddles. It also comes with a more powerful 355 hp 5.3L V-8 engine.
Other Cowboy-Themed Trucks
Other truck manufacturers have been adapting their pickups for the “cowboy” market, including the Ford F-150 King Ranch, the Ram 1500 Laramie Longhorn, and the Toyota Tundra 1792 Edition. Each utilizes its own unique style updates to create a “cowboy” theme.
What are the Benefits of Breaking into the Cowboy Market?
Cowboy-themed trucks are specialized, high-end trucks that sell for a lot of money, as much as double the price of the base truck. Specialized trucks are also easier to manufacture than specialized cars, which further increases GM’s profit margin by minimizing overhead cost.
Tapping Into Soaring Pickup Sales
GM is picking a great time to expand their pickup line: sales were up 27% in April or three times the general rate of growth in the entire auto industry. Most of these sales consist of low cost base level trucks. However, as much as 30% of all trucks sold were high-end pickup trucks at $40,000 or more. These numbers indicate a huge market for high-end trucks like the 2014 Silverado High Country.