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While you may not encounter one near you just yet, I recently had the chance to drive Chevrolet’s first fully electric pickup—the Silverado EV—in both configurations: the Work Truck and the high-performance RST. During my experience with the latter, a high-priced performance vehicle, I found it lacked a clear direction. It seemed as though Chevrolet was trying to balance a traditional pickup truck with a modern electric design. This led me to consider that this model might have thrived better as a reincarnated Avalanche.
Let me clarify my thoughts.
Changing the truck’s name may not fundamentally alter its capabilities, but it’s a crucial aspect that shouldn’t be underestimated. Marketing experts would likely agree. If Chevrolet had originally envisioned the electric pickup as an Avalanche, they could have directed their focus toward creating a more defined vehicle that caters to a specific audience. Consumer expectations for an Avalanche differ from those attached to a Silverado, meaning Chevrolet could have reused a successful formula while targeting buyers with distinct preferences.
The Chevy Avalanche, which last sold in 2013, may not have been groundbreaking at the time, but it pioneered the lifestyle truck trend prevalent today. Built on a robust ladder frame chassis, it had more in common with the Tahoe’s design and interior than with the Silverado. Featuring unique C-pillar sails and a somewhat short five-foot bed, it wasn’t the most practical truck, although the mid-gate feature added some versatility—provided there weren’t passengers in the rear. Interestingly, the Silverado EV also offers a relatively short bed (just under six feet), the C-pillar sails, and a mid-gate. Are you noticing a pattern?
During Chevrolet’s presentation at the RST press event, company representatives emphasized that their goal with the Silverado EV was not merely to craft an exceptional electric truck but to create a remarkable pickup that happens to be electric. The intention was to design a completely new chassis constructed on GM’s Ultium battery platform, rather than repurposing an existing Silverado frame as Ford does with the F-150 Lightning. However, it raises questions about the rationale behind calling it a Silverado when it bears a completely distinct design.
This aligns with the insights provided by Silverado EV Chief Engineer Nichole Kraatz, who mentioned in an interview with MotorTrend that while some design elements may evoke memories of Avalanche, the design process did not focus on it. “Our aim was to achieve 400 miles or more of range, coupled with a sleeker, sportier aesthetic,” Kraatz stated. Reiterating, she emphasized that the intention was never to simply recreate an Avalanche.
I understand the approach Chevrolet is taking. The Silverado name has a long-standing reputation as a reliable workhorse, and the automaker aims to leverage this legacy for its inaugural electric truck. In many practical situations, it is nearly as capable as its internal combustion engine counterpart—boasting quicker acceleration thanks to its electric powertrain and the added versatility from its innovative mid-gate, allowing for longer cargo without needing a trailer. It generally feels like a traditional pickup with its bumpy ride, vague steering, and functional interior. However, its large wheels and over 9,000-pound weight can make the ride feel harsh and uncomfortable. While its interior is acceptable for a pickup—featuring basic plastics and a straightforward layout—it’s not as upscale as one might expect for a $95,000 vehicle. Longtime truck owners might tolerate it, but is that what the market really desires at that price point?
It’s essential to recognize that the primary buyers of high-priced electric pickups are likely affluent, tech-savvy customers who desire the appearance of an active lifestyle. This demographic typically prefers a more modern vehicle experience, steering clear of traditional truck characteristics and names. Instead, these customers might opt for lifestyle vehicles such as the Rivian R1T, known for its stylish design, advanced cabin technology, and superior interior quality. The Rivian also outperforms the Silverado EV in terms of acceleration and offers a triple-motor configuration around the same price point.
If Chevrolet had branded its electric truck as an Avalanche, it could have positioned it as a competitor to Rivian or even the Tesla Cybertruck. The company could have redirected resources that might have gone into aligning the new model with existing vehicles and, instead, invested in making the interior more refined and the suspension more comfortable. With these enhancements and the Avalanche name, I believe the six-figure price tag could be more justifiable and appealing to prospective buyers.
Is “Avalanche” a beloved and thrilling Chevy nameplate? Not particularly. It was available for only two generations and has been absent for years. Nevertheless, nostalgia often resonates with consumers, and Chevrolet could have used this to create buzz around the model’s revival as a new electric vehicle. This approach would generate the excitement currently missing from the Silverado EV’s complex launch and, importantly for the Chevrolet brand, would make the vehicle easier to sell..
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