Chevrolet Silverado: There’s Life to be Done

US sales of Chevrolet's best-selling Silverado pick-up truck had been falling for several years, hit by a segment-wide decline, a lack of distinctiveness and tight financial contraints on its parent company, GM.

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...

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