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A $100,000 Chevrolet Silverado Could Be Around The Corner

A Six Figure Pickup Would Be A Massive Status Symbol In The Truck World

2020 Chevrolet Silverado 3500 HD

The automotive market will one day have to address the looming phantasm of escalating pricing pressure, but when it comes to the truck market, it’s still all about the upgrades. More to the point – millionaires in America drive more pickup trucks than any other vehicle. And when this demographic can afford to be in something with a more opulent or exotic badge, it says a lot when they’d rather be in a Chevrolet Silverado, Ford F-Series, or Ram pickup.

This explains the constant move upmarket for trucks, with the refinement of higher-end trim levels, and the introduction of cutting-edge technology. Examples of this include the 11-inch touchscreen found in upmarket Ram trucks, and the new “transparent trailer” feature on the Chevrolet Silverado and GMC Sierra. The camera-based system is mounted on a trailer, and projects images onto the center infotainment screen, providing a view that allows drivers to see through the trailer for a better rearward view.

The logical conclusion is that we’ll eventually see a market full of pickup trucks with an MSRP of $100,000 or more. The closest offering to that is the Ford F-450 Platinum, which is over $87,000. However, check all of the options, and with taxes, the F-450 Platinum cracks six figures.

Offering the first $100,000 truck on the market wouldn’t be a sign of ignorance to the times, as much is it would be a major accomplishment. The person with a $100,000 truck instantly has the status symbol, and neighbors would know it. That’s a big deal in a market full of millionaires. According to Chevrolet truck marketers, via CNBC, if buyers want a more expensive truck, they’ll answer the call.

Average transaction prices for full-size pickups have increased from $32,557 in 2010, to $45,260 for the first five months of 2019, according to JD Power. That’s an increase of over 70 percent in less than 10 years. With the added ATP, margins swell also. Analysts estimate that average pickup truck profit margins for the industry are at around $10,000, exponentially more than passenger cars.

A 2020 Chevrolet Silverado 3500 HD High Country with all the bells and whistles comes in under $90,000. And considering criticisms of the interior from the automotive media at-large, the truck would need significant levels of luxurious enhancements to justify a sticker price of $100-grand. But should Chevy deliver, it would reap the reward of stratospherically high profit margins with each and every sale.

Written by Manoli Katakis

Muscle Cars & Trucks was founded by Manoli Katakis - an automotive media veteran that has been covering the latest car news since 2009. His journalism has uncovered dozens of major product changes, updates, plans, and cancellations long before automakers were ready to make things official.

Some highlights over the years of his reporting include the uncovering of the Zora trademark before anybody else reported on the coming of a mid-engine Corvette, as well as the dead-accurate reporting of the coming of the Chevrolet Colorado ZR2, two years before it hit the market, and even before the debut of the concept vehicle. This type of reporting has immediately continued here, with reports of the original seventh-generation Camaro plans being shelved, as well as what's in store for the Chevrolet Silverado.

Some of his work can be found on massive automotive media outlets, such as Motor1. He also has been a guest on the 910AM Radio Station with Detroit News auto critic Henry Payne, as well as the enthusiast-oriented Camaro Show podcast.

Over the years, Manoli has interviewed various automotive industry titans, leaders, and people that make things happen otherwise. These include figureheads such as GM CEO Mary Barra, GM President Mark Reuss, automotive aftermarket icon Ken Lingenfelter, Dodge firebrand Tim Kuniskis, along with various chief engineers of vehicles such as the Ford F-150 & Mustang, Chevrolet Camaro & Corvette, and many more.

At MC&T, Manoli is taking his journalism expertise, deeply planted sources, driving abilities, and automotive industry knowledge to new levels, covering more vehicles and brands than ever before. This is the place where you will continue to read groundbreaking stories about American performance vehicles, pickup trucks, and sport utility vehicles. Here is where you’ll also read insights and quotes from various automotive subject matter experts on the latest relevant products, as well as some of the latest official news from their manufacturers.

Fun facts: he also once beat Corvette Racing driver Tommy Milner in an autocross with a Chevrolet Bolt EV. The biggest vehicle he’s ever driven is a John Deere mining truck. Besides a go-kart, the smallest vehicle he’s driven has been a Hyundai i10. He’s also spent time in the cockpit of various American performance vehicle icons, including the fifth-generation Chevrolet Camaro Z/28, Dodge Challenger Demon, and Ford Mustang GT350R. He has reviewed dozens of trucks, SUVs, and performance vehicles over the years.

One of his favorite new vehicles on the market today happens to be the Chevrolet Colorado ZR2 Bison. He is also a card carrying member of the Sports Car Club of America, and regularly participates in Detroit Region autocross events.

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