Competitive Disadvantage: New GM Trucks Only American Full-Sizers Without Dual-Pane Moonroof
General Motors had a chance with its recent redesign of the full-size Chevrolet Silverado and GMC Sierra pickup trucks to add a dual-pane moonroof to the list of options, matching the trucks’ American-born rivals, the Ford F-150 and Ram 1500. Yet as of right now, no dual-pane moonroof option is available for either of GM’s light-duty full-sizers, leaving the trucks at least one feature short of the F-150 and half-ton Ram at a time when ever more affluent Americans are configuring their pickups like luxury-mobiles.
GM is cognizant of that trend, of course, which is why the 2019 Chevrolet Silverado 1500 has high-priced trim levels like LTZ and High Country that boast fine leather appointments, chrome accent pieces, big wheels, and all sorts of electronic features. Market research released by MaritzCX last year showed that the Ford F-150 was the most popular vehicle in the U.S. among those making $200k or more per year (per Ford Authority), and somewhere around a third of F-150 sales lie in the “luxury” price range – above $40k.
At least one light-duty GM pickup – the 2019 GMC Sierra Denali 1500 (pictured above) – can even encroach upon $80k when loaded up with optional extras.
The point is: pickups are no longer seen exclusively – perhaps not even primarily – as basic, purely practical work vehicles, yet the new GM trucks have missed out on an opportunity to match Ford and Fiat Chrysler’s respective half-ton offerings in the category of moonroofs. We don’t know that too many customers will make having a dual-pane moonroof a priority when they’re weighing their options, but it could have an impact.
Granted, it’s worth comparing the new GM trucks to America’s two other major full-size pickup contenders, the Toyota Tundra and Nissan Titan, neither of which offer a dual-pane moonroof either. As a matter of fact, the Titan doesn’t offer a moonroof at all, so the all-new, 2019 Chevrolet Silverado and 2019 GMC Sierra each have 100% more moonroof than that model.
2019 GMC Sierra Denali 1500 Photo Gallery
2019 GMC Sierra Denali 1500
— Aaron Brzozowski
Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for ’80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.
via GM Authority http://gmauthority.com/blog