General Motors has announced the launch of its latest pickup truck, the Chevrolet Silverado HD 2500 ZR2, which is an off-road model of one of the automaker’s most expensive pickup trucks. In partnership with well-known off-road parts supplier American Expedition Vehicles, GM has also unveiled a special-edition “ZR2 Bison” version of the truck. The move comes as part of the automaker’s strategy to increase profits on its trucks and SUVs with minimal investment, as demand for off-road vehicles continues to grow.

According to Michael MacPhee, director of Chevy truck marketing, “ZR2 has been a huge success for us…the performance/off-road space is the fastest-growing in pickup right now. So, it’s a natural extension for us to build that to the HD space.” The new ZR2 trucks will begin production at a Michigan plant this summer, and the company has not disclosed the expected profit margins for the upcoming vehicles.

The ZR2 trucks are in addition to similar models of smaller pickups such as the Chevrolet Colorado and Chevrolet Silverado 1500, which MacPhee said are the fastest-turning vehicles of the brand’s premium trims and bring in the highest number of new customers. The new ZR2 pickups are expected to be “aspirational but attainable,” with the current Chevrolet Silverado 1500 ZR2 starting at about $74,000 for a comparable model. GM also currently offers a Z71 off-road package of the large HD truck that can easily top $80,000.

The ZR2 vehicles are designed with a host of off-road components, systems, and capabilities, and even if owners don’t use the trucks for their intended use cases, off-road vehicles have grown in popularity for their more aggressive looks and taller ride height. The HD ZR2 trucks will be offered exclusively in the 2500 four-door crew cab configuration, with a standard 6.6-liter V8 gasoline engine producing 401 horsepower and 464 foot-pounds of torque. A 6.6-liter Duramax turbo-diesel with 445 horsepower and 910 foot-pounds will also be available, and GM expects diesel to make up the majority of sales, as it does for current HD models.

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