Because Japanese automakers have managed to conquer only a small piece of the U.S. full-size pickup market, U.S. producers can contend among themselves for most of the shoppers now "in play," those who aren't currently driving a Silverado or F Series. And since large pickups are sold only in North America, automakers have the unusual luxury of charging prices that haven't been driven lower, as with most models, by global competition.

Joe Phillippi, a former Wall Street automotive analyst who writes about the industry, reckons that Silverado will earn "at least five figures" in gross profit per sale. Thus it and its sibling, the GMC Sierra, could account for $5.5 billion to $6 billion in gross profit annually for GM.