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Any time the GM dude that fills out the parts catalog is drunk and can't remember the name of a part he calls that part an appliqué. There's a lot of appliques on these trucks. Basically the whole truck is a collection of appliques and a vortec.
okay, so i'm not totally crazy... i was thinking it was just the piece above the rear license plate where the tahoes have a bowtie & cadillac's have the crest... which others are people replacing/repainting?
Yup, that's the liftgate applique you're talking about. There's also the d pillar appliques that are the moldings that go over the taillights (they are two types, escalade and regular). GM also calls the spoiler and a lot of other random parts appliqués. But most commonly referenced here are the liftgate and d pillar.
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