It will be interesting to see how well Chevy Trucks’ shift in campaign strategy will work out. Threatened once again by arch enemy Toyota’s foray into the truck category, Chevy is abandoning its decades-old "Like a rock" theme song sung by Bob Seger to, instead, wrap itself around the American flag with a campaign called, "Our country. Our truck." and a theme song from John Mellencamp.
According to auto industry analysts, Chevy, Ford and Dodge truck owners are indeed very loyal when it comes to their pick-ups. But, Toyota is renowned for its quality and has made unbelievable inroads in terms of North American market share. Although Toyota is a Japanese company, it has integrated itself into the American culture by opening a manufacturing plant right in San Antonio.
In my opinion it will come down to price, passion and quality. GM has been amazingly competitive when it comes to pricing, so who knows? And, Chevy Truck owners are genuinely proud of their trucks and their patriotic feelings according to what I’ve read. But, Toyota is synonymous with quality and routinely finishes at or near the top of the J.D. Power quality rankings.
So, gentlemen (and ladies) start your marketing engines and let the best truck win.