In an ad campaign concept reminsicent of the ‘Mac vs. PC’ commercials, GM’s new marketing chief Joel Ewanick plans to capitalize on the factions of die hard pickup truck loyalists to promote the new Chevrolet Silverado. The campaign will be a totally comprehensive mix of TV, print, and online media. “There”s really two big camps,” Ewanick said of Chevy and Ford pickups. “We”re going to find interesting, creative and funny ways to take advantage of the fact that there”s really the Hatfields and McCoys.”
Inspired by his own family experiences, Ewanick has been impressing upon GM staff since he came over from Nissan North America the value of tapping the personal experiences of GM owners for ad campaigns. The U.S. manufacturers still dominate the American pickup market, despite losing passenger-car market share tot he Japanese. The Silverado in particular has sold 13% more units through July when compared to the same period in 2009, for a total of 201,446.
Though longtime Chevrolet frontman Howie Long will not be involved in this campaign, there will be no shortage of well-known individuals, according to Ewanick. No cost details regardign the campiagn have been released as of yet.
Refresher: Engine choices for the 2011 Chevrolet Silverado and the 2011 GMC Sierra HD include a Vortec 6.0L gasoline V8 making 360-hp and 380 lb-ft of torque and the 6.6L Duramax turbo-diesel V8 making 397-hp and 765 lb-ft of torque. The 6.0L gasoline V8 is mated to a Hydra-Matic 6L90 6-speed automatic transmission, while the 6.6L Duramax diesel is mated to a new Allison 1000 6-speed automatic. Both pickups have a towing and payload ratings to 21,700 pounds of towing and 6,635 pounds of payload.
2011 Chevrolet Silverado Heavy Duty:
– By: Stephen Calogera
Source: Automotive News