No, we're not referring to the F-150's aluminum body.
The all-new 2019 Chevrolet Silverado 1500 has been in the news a lot recently for many good reasons, among them its upcoming arrival at dealerships. But how does Chevrolet go about defeating the segment's long-time best-seller, the Ford F-150? Heck, is it even possible for the new Silverado to surpass F-150 sales? Anything is possible, only the right battle plan is needed.
According to Automotive News, Chevrolet has literally "restructured" its full-size pickup truck in not only design and materials but also its lineup range. What was lacking before is now present. For example, for 2019 there will be three new trims to help expand the Silverado's market share.
Those new trims, however, are not in the luxury realm but rather at the opposite end of the spectrum. "We do really well in the heart of the market. That's where we tend to overachieve, said Silverado marketing manager Hugh Milne. "We have not done as well in the lower end, and we do OK on the high end, but we can do better." That low end he's referring to are, essentially, "high value" work trucks. The new trims are: Work Truck (go figure), Custom, and Custom Trail Boss. Mid-range Silverados, described as "high volume" in sales-speak, are LT, RST, and LT Trail Boss. Meanwhile, "high content" Silverado trims will once again be the LTZ and High Country.
Basically, Chevrolet realizes that since Silverado sales have been strong in the American heartland, it only made sense to expand the "high value" line. The hope is that strategy will expand further to additional parts of the US. The outgoing generation Silverado 1500 didn't fare so well in the high value/lower-end department, making up only around 20 percent of overall sales. All told, the 2019 Chevrolet Silverado 1500 will have eight unique flavors to choose from, so something for everybody and a broader budget range.
Chevrolet also as high hopes for the new off-road-focused Silverado Trail Boss and the Z71 Off-Road Package. Although neither are direct Ford F-150 Raptor rivals, both will appeal to off-road enthusiasts. Along with six powertrain options, three transmissions, and many body styles, the new 2019 Chevrolet Silverado is better prepared than ever to take on its arch-rival from Ford.