General Motors is ponying up to enter the market for cowboy-themed high-end pick up trucks, USA Today reports.
This week the automaker showed off its newly designed 2014 Silverado pickup truck, the High Country. Sales on pickup trucks are dong quite well in 2013, and nearly one-third (30%) of the market consists of trucks with base prices more than $40,000.
The Ford F-150 King Ranch, the Chrysler's Ram 1500 Laramie Longhorn, and the new Toyota Tundra 1792 Edition are “luxury” pickups vying for the same market.
To set itself apart from city slickers, the big crew-cab truck pours on the chrome -- from a unique grille to side mouldings, door handles, mirrors and its own 20-inch wheels. The interior is done in saddle-brown leather and features touches meant to conjure images of a life of roping and branding.