All full-size pickup truck manufacturers (Ford, GM, Chrysler, Nissan, & Toyota) offer luxury versions of their standard offerings. GM has two pickup truck brands, Chevrolet and GMC. GMC has long been the more luxurious of the two, however Chevrolet sees room at the top of its range for a GMC-grade model. Fears that an upmarket Chevy will cannibalize GMC sales are unfounded says Maria Rohrer director of product marketing at Chevrolet. According to Rohrer brand loyalty is more important than features for Chevy truck buyers and a Silverado buyer will forgo amenities to have the Chevy brand. Clearly there is room for the high-trim Silverado High Country, however the underlying architecture and power plants of the brands are the same. Differences are exclusive to cosmetics and some features, but the trucks are essentially identical.