A century after 1918 and more than 85 million trucks later, Chevrolet has become one of the most recognisable brands in the world. To celebrate the Chevy Trucks Centennial, the brand is honouring the owners who have made Chevy Trucks a part of their lives for the past century with a 100-day celebration featuring two new Special Edition trucks, the national rollout of the Truck Legends customer loyalty program and more.
From the beginning, Chevrolet Trucks has focused on making the best possible vehicle to meet every customer’s needs. After building specialised trucks to serve its factory, Chevrolet introduced its first trucks to customers in 1918. They included the half-ton Light Delivery and the 1918 One-Ton truck. Both were offered with an open chassis behind the windshield that allowed customers to choose between purchasing or building a specialised body for their vocation. The 1918 Chevrolet One-Ton truck was powered by a 4-cylinder engine rated at 36 horsepower, with a top speed of 40km/h.
A century later, customer choice continues to drive Chevy Trucks. Chevrolet is still the only manufacturer to offer customers a three-truck portfolio (Colorado, Silverado and Silverado HD) and a full line of special editions, giving customers more options for the perfect truck to fit their needs and personal style.
The latest additions to the Chevrolet Trucks portfolio of special editions, the 2018 Silverado and Colorado Centennial Editions feature design elements inspired by Chevy Trucks throughout history, including a distinctive Centennial Blue paint colour and exclusive heritage bowtie emblems and “100 year” badges inspired by colours and design cues found on early Chevrolet Trucks.
To connect with the most loyal Chevy Truck customers across the country, the brand is rolling out its Truck Legends programme nationwide. The program recognises customers who own a Chevy Truck with more than 100,000 miles (160,000 kilometres) on the odometer, or who have purchased or leased more than one new Chevy Truck in their lifetime. Chevy Truck Legends was launched as a Texas-only pilot in September 2016 and grown to a community of more than 5400 loyal Chevy Truck customers.
In addition to Truck Legends branded merchandise and access to an exclusive members-only online community, Chevrolet will periodically offer Truck Legends members once-in-a-lifetime experiences leveraging Chevrolet’s partnerships. These experiences could range from front-row seats at concerts, to attending sold-out Major League Baseball events, to getting a sneak peek at new Chevrolet models.
Read about Ford’s 100-year history in trucks.