Months back, during our first drive of both the 2016 Chevrolet Silverado and 2016 Chevrolet Colorado diesel, the brand made it clear to expect more special editions. Fast-forward to the 2016 Chicago Auto Show, and those plans are still in full swing.
“We do see further opportunities, and every special edition we release we’re targeting a unique customer and a unique lifestyle. It’s a great opporuntity to generate news for the brand and bring new customers in. And it gets our dealers excited while helping us grow the business,” Sandor Piszar, Chevrolet Truck Marketing Director, told us.
“We were able to conquest younger, more highly-educated, higher income customers, and we’re launching additional special editions in 2016.”
Now, the brand is mulling over if the same strategy will work for its body-on-frame SUV.
“We’re looking at special editions in the Tahoe family,” Chevy U.S. chief Brian Sweeney told Automotive News. “We’re close on one.”
The brand would not divulge details on what’s to come, but a Midnight Edition seems like the most logical starting place, something Piszar stated was the most popular of special editions thus far.
The strategy follows a hot aftermarket industry, which has been fueled by booming truck and SUV sales. Chevrolet will continue to capitalize on this, keeping a larger share of wallet from its customers straight from the factory.