Chevrolet rolled out its Chevy Truck Legends program two years ago, but the program wasn’t a flash in the pan. Instead, the brand is working to turn its long-time Chevy truck owners into brand ambassadors, and it recently invited members to drive the 2019 Silverado 1500.
Guests included Chris Budion, who at first glance thought the invitation to Jackson Hole, Wyoming, to drive the 2019 Silverado 1500 was a gimmick. “Everyone thought there had to be a hook in there that we were all going to be expected to sign up for a new truck before we left Wyoming,” he told Automotive News (subscription required).
But, Chevy was simply rewarding Budion and dozens of other Truck Legends members with an all-expenses-paid trip and time to enjoy the latest Chevy full-size pickup truck.
“It’s a really great way to excite everybody,” said Hugh Milne, Chevrolet Silverado marketing manager. “We don’t try to sell these people anything.”
Sandor Piszar, Chevrolet truck marketing director, was firm in stating the program is simply a “thank you” to owners who’ve stood by the bowtie brand. The Truck Legends program rolled out in Texas in 2016, but the program now spans all 50 states. Participants are eligible to receive invitations to a host of special events such as NASCAR races, MLB games, concerts, and more.
To qualify, an individual must have owned or leased two Chevrolet trucks in his or her lifetime. Or, a driver must have registered over 100,000 miles on their truck. The program includes all current and past Chevy trucks and some SUVs, such as the Tahoe and Suburban.
Perhaps the strategy is having its intended effect, as another member, Tony Sinclair, said that rewarding loyalty has created a trickle-down effect in his household.
“With that loyalty, we pass it down,” he said. “Our kids all drive Chevrolets. It’s kind of trickling down to other generations.”