General Motors will debut its next-generation Chevrolet Silverado 1500 full-size pickup Dec. 13 at a special event in the Detroit area. A GMC spokesman also confirmed that the Sierra would also be shown at the event.
The unveiling of the redesigned trucks at Michigan Motion Picture Studios will come a month before the 2013 North American International Auto Show in January, where the Silverado will be on display. The new exterior design of the Silverado features more chrome, a taller front end and jewel-like projector beam headlamps, as reported by Mike Colias of Automotive News.
“The bold exterior design of the new Silverado reflects the enhanced capabilities of the truck,” GM said in a press release.
Although the public sales launch date for the redesigned trucks wasn’t specified, the release mentioned that production of the Silverado would commence in 2013.
GM’s last introduction of the Silverado and Sierra was for the 2007 model year, making them the oldest full-sized pickups in the segment. As a result, the automaker’s share of the full-sized pickup market has slipped as rivals have rolled out newer offerings.
The next-generation Silverado will compete with Chrysler Group’s new Ram pickup and Ford Motor’s current version of its F-150. Made available in October, the re-engineered Ram features stop-start technology and other innovations to achieve 25 mpg in highway driving. Ford’s F-150 was released for the 2009 model year and its updated engine lineup for 2011 added two V8 engines and a turbocharged V6 EcoBoost powertrain.
Although November pickup sales lagged behind small-car sales numbers, Ford reported that sales of its F-Series increased by 18% in November compared to the same time last year. GM posted an unexpected 8% drop in pickup sales last month, which it attributed to heavy incentives offered by Ford, Chrysler and other rivals in the full-sized pickup market.