Chevrolet Silverado: There's Life to be Done
Business Situation & Campaign Objectives: The Long Goodbye
Pick-up trucks, an iconic symbol of Americans hard at work and a cornerstone of millions of American households, had seen three years of perilous decline between 2006 and 2009, during which the full-size pick up segment had lost a staggering 58% of its volume (756,434 units) from its 2006 peak (Source: RL Polk). At the end of 2010, Chevrolet's Silverado, often a segment leader, and always in a neck-and-neck race for domination with Ford's F-150 series, was an astonishing 100,000 retail units behind its archrival Ford. Additionally, when Chevrolet hired Goodby, Silverstein & Partners in July 2010, it had not advertised at the brand level in 17 years. With powerful financial restraints (post bailout) Chevrolet had not been able to provide substantial upgrades to the Silverado's interior materials, contenting or design in seven years. Those critical competitive advantages for Silverado product would not come until 2014.