GM weighs moving next Sierra upscale
GMC pickup may get more equipment than Chevrolet Silverado
Mark Reuss, GM: "If we are going to carry two brands, we are going to make them pay their way."
DETROIT -- General Motors will do more to differentiate the GMC Sierra from the Chevrolet Silverado when redesigned versions of the pickups go on sale in the first half of 2013.
Sierra models may get a longer list of standard equipment and a higher sticker price than comparable Silverados, Mark Reuss, GM president of North America, said in an interview at the Detroit auto show.
A similar strategy has proved successful in differentiating GMC's Terrain and Yukon models from Chevrolet's Equinox, Tahoe and Suburban.
"I think you will see equipment and models attacked very differently," Reuss said. "If we are going to carry two brands, we are going to make them pay their way."
A pricing strategy was not suggested. The sticker price, including transportation, for the base, two-wheel-drive 2012 Silverado and Sierra pickups is identical, $22,940.
Reuss said an effort will be made to differentiate the sheet metal between the two pickups "as best we can do with a pickup truck. A pickup truck is a pickup truck" with limited exterior styling options.
Robert Morris, dealer principal at Morris Buick-GMC in North Ridgeville, Ohio, favors more differentiation between GMC and Chevrolet.
"Price has to ultimately come into the equation," Morris said. "I think if you show value to the consumer the price won't be objectionable."