DETROIT -- With its redesigned 2014 Silverado, Chevrolet will offer its answer to a proliferation of premium pickups: a high-end truck badged the High Country.
The Western-themed High Country will feature a beefy chrome grille with horizontal bars, halogen projector headlamps and front and rear bumpers that match the body color. Inside, it gets an exclusive "saddle"-colored leather interior, heated and cooled seats and High Country logos on the headrests.
General Motors didn't announce prices but said the sticker would be less than that of the GMC Sierra Denali, the premium version of Silverado's corporate sibling. Pricing on the 2014 Sierra Denali hasn't been announced either.
On the current-generation Silverado, the LTZ and Z71 trim packages are the priciest models available, topping out in the mid-$40,000s. Those packages will continue to be offered on 2014 models. Chevy plans a fourth-quarter rollout of the High Country, after a June launch of the 2014 Silverado.
Chevrolet is playing catch-up in the pricey pickup game. Ford generates nearly one-third of its F-150 pickup sales from five luxury models, including the King Ranch and Platinum. Ram's Laramie Longhorn stickers for about $4,000 more than the Silverado's priciest 2013 pickup, a crew cab LTZ.