US: Chevrolet hopes to spur sales with new pickup editions image

Chevrolet just introduced the latest Rally special editions for its full-size Silverado pickup. The brand hopes the new introduction can broaden the appeal of the truck – as pickups have been lately sold mainly for commercial purposes.

Not long ago, the pickup sales were spurred by the so-called “urban cowboys” – drivers that chose the models to show off in their suburban driveways, not for work or chores. The segment was mostly killed off during the recession, but Chevy hopes they’re back with a bang and looking for the new Rally edition.

“Silverado won more awards in 2014 than any other pickup,” says John Fitzpatrick, Silverado senior marketing manager, adding his hope that “The Rally Edition packages will let customers add an aggressive new look to this great all-around performer.”

Also, the big Silverado line needs some sales backing, as the recently refreshed model hasn’t enjoyed the same delivery jumps as the Ford F-150 and Fiat Chrysler’s Ram 1500. Even if the model was blessed with great reviews and won the North American Truck of the Year trophy in January. The company even offered bigger incentives compared to its rivals, but industry data shows that this only ate away the earnings level at the brand.