2006 Chevrolet Silverado

Paul Deutschman and Michael Pistol

Chevy has a long tradition of producing conservative but handsome pickups. And the top-selling Silverado has everything to lose, and not much to gain, if it were suddenly too bold or too edgy for most folks. So did GM manage to refresh the icon within those parameters? Our resident designs gurus discuss…

Paul Deutschman

If Chevrolet is the Heartbeat of America, then its full-size pickup is the Heartbeat of GM — the success of the new Silverado is paramount to GM.

It is hard to think of an automotive sector where design and image are more important. With so much riding on it, how has Chevrolet played its hand?

Several years ago Chrysler applied bold big-truck styling to its pickups and their launch was met with great fanfare. I’m sure that put pressure on the competition to push the pickup design envelope.

To its credit, GM has shown considerable restraint. Instead of resorting to caricature, it responded with good, solid design.

The Silverado will not go down in history as revolutionary, but it is a very handsome design that has assertive presence. It is certain to attract many loyal customers over the years to come.

And that’s exactly what GM needs.

• Simple and uncontroversial front-end layout has assertive presence. Single bar grill with Chevy Bowtie is clean and strong.

• Fender line, raised hood and wheel arch flares all converge beautifully at the front upper corners of the hood.

• Sculpting on tailgate ties in with wheel arch flares.

• Chevy bowtie and handle look like they are “piled up” on the tailgate.

• Broad side strips are simple and functional.

• Muscular wheel arch flares are perfectly proportioned and have taut surface control.

• Dash is set low to impart the feeling of more space.

• Nice chrome detailing on knobs and switches — if only they “felt” as good as they look.

• A Chevy pickup with more interior wood trim than a Jag? (A no-wood “work truck” interior is also available).

Paul Deutschman of Deutschman Design Inc. is a Montreal-based automotive designer (www.deutschmandesign.com).

Michael Pistol

GM’s full-size pickups are all new for 2007. They are, arguably, one of the most important unveilings of the year. No, there is not much glamour to be had in a pickup, nor do they generate a lot of consumer/media fanfare. But this is business. Serious business. Based on the magnificent GMT900 platform, the same platform that carries the new Escalade, Tahoe and Yukon, the new line of trucks is by far the best bet for GM’s long sought recovery.
GM remains a world leader in truck manufacturing. After the defeat of Nissan’s Titan, the only viable competitor is Ford’s F150. Toyota’s Tundra is still there, but its market share is nothing more than background noise.
GM’s SUV market share has improved considerably of late (up to 70 percent), helped in great measure by the 900 platform — despite record high fuel prices and initial media skepticism. So expect the pickups to be equally well embraced.
Bob Lutz, GM’s product vice-chairman, led the charge personally, supervising the design development and especially the quality of the new interiors. During its gestation period this line of trucks was priority number one for the entire corporation. With this advanced product, void of design excesses and its focus on technology, quality and value, GM is signalizing, finally, that it is listening to its core customer.

• Observe the unity of bumper assembly: well-positioned lights; integrated blacked-out out towing hooks plate; and skirt. Visually well balanced.

• Chrome management — a welcome reprieve from the excesses of late. Chrome for the grille, the way it should be. Bumper chrome might even be excessive.

• Roof-mounted antenna (versus fender-mounted) says we care about small details and advanced technology.

• Lutz’s day off? What’s with the odd-looking tailgate protector? Or is it a spoiler? C’mon! The only drawback in an otherwise well-balanced design.

• An aerodynamic truck without looking aerodynamic.

• Door handles that could be found on a luxury car. Another example of attention to details.

• Vents are a tour de force, with sliver chrome trim, perfect fit and shape, and brushed metal surrounds.

• Mellow, but classy lines for the IP — exudes a high quality feel for the entire assembly.

Michael Pistol, of Michael Pistol Automobile Studio, is an art concept automobile designer/builder and automotive journalist specialized in design and marketing (willow47@allstream.net).

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