So perhaps there is some symbolism in the fact the bowtie brand is revealing the all-new, fourth-generation 2019 Chevrolet Silverado exactly 100 years later.
Technology has always been a calling card of the F-series, but the Silverado is no slouch. But we know enough to know these trucks will provide some stiff competition for Ford and Ram, and it's definitely time to stage our own battle of the light-duty diesels.
The Chevrolet Silverado was last redesigned in 2014, and if this was a compact vehicle or a crossover, it would probably soldier on at least a couple more years. One in every seven vehicles sold a year ago was a full-size pickup.
The all-new 2019 Silverado High Country interior features more passenger room, more storage space and more functionality - all the things that customers were clear they want. The floor and bedsides are still made of steel, but the tailgate, hood and doors are now aluminium.
GM has used the steel bed in marketing, claiming that it's more durable than rival Ford's bed made of aluminum.
The weight saving extends to the Silverado's fully boxed steel frame which is also 88 pounds (40 kg) lighter than its predecessor despite boasting a 10 percent increase in torsional rigidity. Aluminum parts in the suspension and other areas make up the rest of the weight loss.
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"Truck customers told us they want the flawless truck for them and not a "one size fits most" truck", said GM design boss Mike Simcoe. The 2019 model is available in 8 different trim levels, with the goal of pleasing the broad range of consumers that buy half-ton pickup trucks.
The 2019 Silverado offers best-in-class cargo volume, with the short-box offering 63 cubic feet of volume - up to 20 percent more than a competitor's short-box. But what engines will the new Silverado use and what other models will be offered?
The truck also includes a new 120-volt outlet and led task lighting.
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Designers and engineers paid particular attention to aerodynamics for better fuel economy, GM said.
All engines are mated to a 10-speed automatic transmission that General Motors developed in tandem with Ford. The 2019 Silverado will be available with a power up/down tailgate that can be operated from the key fob, interior button or by hand. Despite this, the truck's weight has been cut by up to 450 pounds (204 kg) due to the use of lightweight materials such as aluminum. The corner steps on either side of the rear bumper have been enlarged to accommodate steel-toed work boots.
"Developing an all-new structure gave us an opportunity to examine the proportions of the truck", Mike Simcoe, VP of global design, says.
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GM said it would release the price closer to when the new truck arrives in showrooms.