GM expects 60% of 2027 Chevy Silverado sales to come in below $60,000. That was the projection I heard from Ryan Harrington, senior marketing manager for Chevrolet trucks and full-size SUVs, and saw during Chevrolet’s presentation for the new Silverado 1500. It deserves attention alongside the expensive trucks that tend to grab the headlines.
Who is buying these trucks? My interview with Harrington pointed to younger customers, Hispanic buyers and people who want a factory lift without buying every luxury feature. The buyer data describes Silverado’s existing audience, while the 60% forecast looks ahead to the new 2027 model.
Chevrolet is looking beyond luxury-truck buyers
“We are seeing a good influx of customers come to Silverado with that younger demographic,” Harrington said in the interview’s opening discussion of younger buyers. He also emphasized bringing the main digital-screen experience to lower trims, rather than reserving it for the most expensive trucks.
Chevrolet’s customer presentation gives that strategy some context. A slide supplied by Chevrolet, citing POLK Super Retail Registrations through August 2026, lists Silverado light-duty’s share of under-45 light-duty pickup buyers at 23.0% for 2026 year to date, compared with 21.7% for 2025. Its share of Hispanic light-duty pickup buyers is listed at 25.8%, compared with 25.3%.
Those are shares within the two buyer groups, not the percentages of Silverado owners who are younger than 45 or Hispanic. The slide also compares 2026 year-to-date figures with a column labeled 2025, so it is not a matched full-year comparison.
Harrington said Chevrolet has “a portfolio that allows the customer to grow with us depending on their wants and needs at that time.” His point about the trim lineup helps explain why the company is talking about shoppers beyond the luxury end of the market.
Four 2027 Silverado trims start below $60,000
Harrington pointed to Work Truck, Custom, Silverado and Custom Trail Boss as the four starting below $60,000. Chevrolet’s official pricing announcement lists these base MSRPs, each including the $2,795 destination freight charge:
- Work Truck: $41,395
- Custom: $46,395
- Silverado: $50,695
- Custom Trail Boss: $57,195
The Silverado trim replaces the LT name in Chevrolet’s announced lineup. The remaining three trims start higher: Trail Boss at $63,995, High Country at $74,495 and ZR2 at $79,995. Those prices include destination, too, but exclude optional equipment, tax, title, license and dealer fees. Dealers set the final price.
For more detail, see our 2027 Silverado pricing breakdown. Our build-and-price test also shows why a starting price and a configured truck’s total can be very different.
Why lifted trucks are part of the Silverado story
The factory-lifted truck is another important piece of this lineup. Chevrolet offers Custom Trail Boss, Trail Boss and ZR2, giving shoppers more than one way to get the stance and off-road equipment they want.
Discussing Custom Trail Boss, Harrington described a customer who wants the lift without all the extra technology: “you don’t need all the technology or all the additional features, but you need the lift.”
Chevrolet lists a 2-inch lift and 34-inch tires for Custom Trail Boss. At a starting MSRP of $57,195 including destination, it also puts a factory-lifted trim among the four entry prices below $60,000. Shoppers still need to price their exact configuration.
GM expects most 2027 Silverado sales below $60,000
There are two separate points here: the sales mix Chevrolet anticipates and the base prices it has announced. A trim that starts below $60,000 can climb past that number with a different cab, drivetrain, engine or option package. Taxes and fees add another layer.
That distinction matters when we talk about whether trucks are affordable. The useful question is how much truck buyers can actually configure for their budget, not just the lowest number attached to a trim.
The real test will be the trucks buyers choose
My own High Country configuration topped $80,000, so I understand why the conversation often lands on expensive pickups. Chevrolet’s forecast puts a different part of the lineup into focus.
If 60% of expected 2027 Silverado sales fall below $60,000, the lower-priced trucks will be central to this launch. For shoppers, I would start with the cab, drivetrain and engine you actually need, then price the packages before deciding which trim offers the best value. Our engine-availability guide can help narrow those choices.
The important word is expects. This is Chevrolet’s outlook for the 2027 Silverado 1500, not a report showing that 60% of completed sales have already landed below that price. It also should not be read as a promise of a sub-$60,000 out-the-door bill.
