Background: Does every cloud have a silver lining? Maybe, maybe not. But General Motors is banking heavily that loyal full-size pickup owners will line their driveways with Silverados. No product is more important to General Motors than its line of full-size pickup trucks. Last year, Chevrolet dealers sold 553,729 full-size C/K pickups in the United States, GM's volume leader. Chevrolet full-size pickups represent thirteen percent of GM's total North American sales. Only Ford's F-Series full-size pickup produced more overall sales (746,111 last year) than C/K. North America accounts for 45 percent of the world's full-size pickup sales. Last month, Chevrolet began the most expensive marketing campaign ever in the history of General Motors to introduce the 1999 Silverado, its new line of full-size pickups. And GM spared no expense to keep production of the 1999 full-size Silverado on schedule despite a crippling 55-day work stoppage earlier this summer. The 1999 Silverado represents the first major full-size pickup redesign in over a decade. Chevrolet is utilizing the Silverado designation again for its full-size pickups. During Chevrolet's 80 years in the truck business, the Silverado name has appeared periodically. Combined sales of Silverado and its automotive twin, GMC's Sierra are projected to generate 900,000 to 1 million sales annually according to GM. General motors assembles Silverado and Sierra in Pontiac, Mich., Fort Wayne, Ind. and Oshawa, Ontario.
New for 1999: The 1999 Silverado differs significantly from its 1998 predecessor. A larger and wider frame increase interior cabin by four-inches, front and rear headroom increase one inch and front seat hip room increases by an inch-and-a-half. The cargo bed is one inch wider in both short and long box editions. Also new this year is retained accessory power, a feature allowing operation of the radio and power windows for an additional twenty seconds or until the door is opened once the engine is turned off. Windshield and windows increase in size and windshield wipers measure 22 inches, two-inches longer than last year.
Trim level: Silverado includes three trim levels: Base, LS and LT. Half-ton (1500 model) and 3/4-ton (2500 model) Silverados roll out in the 1999 model year. Base, LS and LT trim level designations now match designations offered in other Chevy truck offerings. Both half-ton and 3/4-ton Silverados include regular and extended cab versions. Extended cabs include a standard passenger-side third door, providing the widest opening in the segment. Domestic rivals Ford and Dodge currently offer four-door extended cabs. Over the next few years, GM will roll out four-door extended cabs and heavy duty Silverado editions. Half-ton editions also feature flared, sportside editions in both regular and extended cabs. For 1999, C/K models will be offered in one-ton and some 3/4-ton editions while the Silverado launch gains assembly-line momentum. General Motors' slow Silverado launch enables the automaker to keep a better handle on quality control during the huge model changeover. A dizzying array of mix-and-mach possibility exist when combining five engine choices, three trim levels and two bed lengths. Chevrolet provided the Daily Herald with a 1500, two-wheel drive, LS Silverado with a 5.3-liter V-8 for a week-long test drive.
Engine: Silverado offers three new Vortec V-8 gasoline engines for 1999 delivering more horsepower than 1998 counterparts. The 4.8-liter V-8 delivers 255 horsepower, up 25 form last year's 5.0-liter offering while the new 5.3-liter includes 270 horsepower, up 15 from 1998. The 6.0-liter delivers 300 horsepower, one of the most powerful in its class. A smaller, 4.3-liter V-6 comes standard in two-wheel drive and four-wheel drive 1500 Base and LS models. Optional in 3/4-ton editions is a 6.5-liter, turbo-diesel V-8.
Safety features: Anti-lock brakes, with larger four-wheel discs providing faster stops, come standard as do battery rundown protection, energy-absorbing frame, crumple zones and daytime running lights. Remote keyless entry is standard in LS and LT models while optional in Base. The dual front air bags include a dashboard-located, passenger-side deactivation switch, which when turned, disengages the right-side bag when small adults or children travel up front. Safety belts, now seat-mounted rather than attached to the frame, move with the seat when it's repositioned. All four-wheel-drive Silverado's are available with AutoTrac, a system providing 100 percent rear-wheel drive until road conditions warrant change. When extra traction is needed, an electronic module automatically splits torque between the front and rear axle when slippage occurs. This feature is optional in four-wheel drive LS editions but standard on LT models. Remote keyless entry is standard in LS and LT, but not available in Base. For those not utilizing keyless entry, one key now operates both ignition and doors.
Price: The lowest-priced Silverado costs $150 less than a comparably equipped, 1997 versions thanks in part to a reduced number of parts per vehicle and less work hours per vehicle needed during assembly. A Base Silverado checks in at $15,995, while a fully-loaded, four-wheel extended LT edition will deplete check books by $31,628. Our test-drive LS 1500 extended cab, short box, two-wheel drive included a manufacturer's suggested retail price of $22,200. With a gaggle of options including six-way power seats, deep tinted glass, reclining bucket seats and automatic transmission, the bottom line totaled $26,698 including a $640 destination charge.
Standard equipment: Five-speed manual transmission is standard in Base and LS, but not available in LT. Four-speed automatic transmission comes standard in LT, and is optional in the other two editions. AM/FM stereo with built-in digital clock, fold-away outside mirrors, tilt steering column, intermittent wipers and full-size spare tire mounted under the frame come standard in all Silverados. Air conditioning and cruise control are optional in Base models, but standard in LS and LT editions. Power windows, standard in LS and LT, are nowhere in sight for Base Silverados.
Options: Rear window defoggers are options in Base and LS but standard in LT. Optional across the board are fog lights; engine block heater; larger, camper-like side view mirrors and cellular phone provisions. Silverado currently does not offer a sunroof.
Interior: Interior volume increase by four inches thanks to a larger cabin. Chevrolet boasts Silverado has the roomiest cab of any 1/2-ton pickup. . The stereo system with large preset buttons situates above three large, easy-to-grab climate control dials monitoring fan speed, temperature and direction. Chevrolet indicates air conditioning and the heating system both work faster with redesigned vents and airflow distribution patterns. The turn signal stalk incorporates cruise control functions while the four-speed automatic transmission shifter is on the steering column's right side. A dashboard headlight dial is found left of the steering column. Between our front bucket seats was a flat, storage bin cover, doubling as a writing surface. Two dashboard power outlets along with a cigarette lighter for today's portable business environment are cloaked by a rectangular flip door. Molded dual cup holders, capable of handling big 32-ounce beverages, are positioned in front of the storage bin. Our LS Silverado included an optional digital compass directional indicator found in the upper corner of the rearview mirror (standard in LT editions.) The instrument panel is home to a digital odometer and gear shift indicator. The left corner includes a square, liquid crystal message center conveying 18 different messages when necessary. All other functions are circular analog gauges, including the large, centrally-located speedometer. The two front doors include large power windows and lock buttons. Leather-wrapped steering wheels come standard in LS and LT editions while simulated leather is standard fare in Base models. A thick, molded strap above the glove box is available for front passengers to grab at any time.
Seating comfort: A 40/20/40 cloth split bench seat comes standard in Base and LS editions. Base models include vinyl standard while cloth seats cover LS seats. Top-of-the-line LT extended cabs include six-way, heated leather seats for both drivers and passengers. Riders frequenting the extended cab area now enjoy a bottom cushion that's 2.4 inches longer, a seatback 3.7 inches taller. By increasing the rear seat from 14 degrees to 18 degrees, passengers enjoy a more comfortable seating position without feeling like their sitting up too straight. Jack's store behind the rear seat in extended cab editions. Back seat riders have access to four cup holders. Plenty of headroom abounds in front and back. A sliding rear window comes standard in LT editions while optional in others.
Exterior: Silverado took a mild, rather than wild exterior approach. Both Ford's F-Series and Dodge Ram, include a more aggressive grille look and stance when compared to Silverado's bow-tie icon and two-tiered front grille. Rectangular front headlights now wrap around to side fenders. The front right fender is home to the radio antenna while the round, non-locking fuel tank door is on the driver's side. Pickup box cargo volume increases this season in short, long and sportside boxes. Silverado includes 16-inch tires and various wheel cover designs. Optional in LS, but standard in LT are cast aluminum wheels while chrome styled stainless steel wheel come standard in LS. Base editions include silver painted, black center cap wheels. Silverado's improved latch mechanism makes opening the tailgate easier than its C/K predecessor. Currently Silverado offers on sunroof although GM has plans on the drawing board for this option in future years. Exterior colors include: light pewter metallic, medium charcoal gray metallic, indigo blue metallic, onyx black, summit white, sunset gold metallic, victory red, dark copper metallic and dark carmine red metallic.
Dimensions (Short box extended cab): Wheelbase: 143.5 inches Overall width: 78.5 inches Overall length: 227.6 inches Height: 74.4 inches Front headroom: 41.0 inches Rear headroom: 38.4 inches Cargo box length: 78.7 inches Weight: 4,235 pounds
Target audience: Chevrolet estimates males will make up 91 percent of buyers and 72 percent of Silverado shoppers will be married. With a median age of 46, buyers household income falls between $55,000 and $65,000.
Fuel economy: Not only are engines more powerful, but Silverado generate better fuel economy. Our 1500 LS test drive truck with 5.3-liter V-8 averages 15 miles per gallon city and 20 m.p.g. highway. Extended cab and regular cab short beds hold 26.0 gallons of fuel while long beds store 34 gallons.
Final thoughts: The December issue of Motor Trend magazine, now on sale, announced Silverado earned 1999 Truck of the Year honors. General Motors wasted no time including this tidbit in advertisements. Chevrolet's updates and improvements should please current full-size Chevy truck owners, an important consideration since pickup shoppers are a fiercely loyal group. The last thing GM needs is to turn off an audience responsible for acquiring its largest volume vehicle. While Silverado may lack aggressive exterior styling of full-size domestic rivals, Silverado excels with more interior room and superior seat comfort both in front and back. Suspension upgrades keep Silverado on an even keel, with little bounce while driving or stopping, a notable accomplishment on large, heavy vehicles. Silverado offers five different suspension packages depending on driver's needs. |