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Blame Truck Buyers For Chevrolet Silverado HD's Bold Styling

Design / 18 Comments

Not a fan? Focus groups had different opinions.

Much has been said about the bold but somewhat controversial front-end styling of the all-new 2020 Chevrolet Silverado HD. For years, some have said Chevy's more traditional truck styling needed a bit more spice. Others preferred to stay more conservative. When it came time to design the latest HD lineup, Chevy was faced with a decision, which essentially came down to this: which of the two groups would be angered the least? To answer this question, Autoblog has learned, the automaker set up focus groups to provide the designers with some guidance.

Silverado marketing manager Hugh Milne had this to say about some of the criticism that resulted from the truck's styling: "How much of that reaction is from people who actually buy these trucks? I read all that stuff, I hear about all that. All of our research that we ever did on this, we're talking to Heavy Duty buyers of all brands. This front end and this design over the top was one of our best-ranked designs." Automakers using focus groups to help with design decisions is nothing new, but it is kind of interesting to see the amount of backlash the Silverado HD's design has received so far.

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Milne also thinks much of the negativity won't make a serious sales difference because not all of those reactions are from actual truck buyers. A lot are from general commenters with no desire to buy these trucks in the first place. Commenting for commenting's sake, if you will. Without question, however, the 2020 Silverado HD has a tough look and a bold stance – two design elements vital for this segment. We think the new look will grow on undecided potential buyers, especially once they see it in the flesh. However – and this is important – focus group data can also be badly misinterpreted. Just look at the Nissan CrossCabriolet.

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