Chevy rolls out new Silverado

General Motors is saddling up to become a player in the market for cowboy-themed high-end pick up trucks.

Sunday night at an event in (where else?) Texas, its Chevrolet division rolled out new high-end version of its redesigned 2014 Silverado pickup called the High Country. The new luxury truck takes dead aim at the Ford F-150 King Ranch, Chrysler's Ram 1500 Laramie Longhorn and a new ranch-inspired Toyota Tundra 1792 Edition.

To set itself apart from city slickers, the big crew-cab truck pours on the chrome -- from a unique grille to side mouldings, door handles, mirrors and its own 20-inch wheels. The interior is done in saddle-brown leather and features touches meant to conjure images of a life of ropin' and brandin'.

Pickup truck sales are soaring, up 27 percent alone in April, about three times the overall industry growth. And the high end of the pickup truck business is hot. Chevrolet spokesman Tom Wilkinson says 30% of the pickup market is for trucks selling in excess of $40,000. And these buyers are an opportunity to poach sales from rivals -- buyer of these 'luxe trucks aren't as brand loyal as mainstream pickup shoppers.

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