Rusty but trusty.
That’s how one loyal Chevy owner describes his pickup, a 2003 S-10 with over 1,000,000 miles.
“Bought it new, put it through hell and still going strong,” Rustybuttrusty writes on chevytrucklegends.com (his truck is shown below).
Chevy has been busy behind the scenes fostering brand loyalty with its own approach to a web-based community which it launched last September. The site is pretty basic and well organized. A quick search of one-million-mile trucks came back with 35 hits, including a 1946 pickup and a Duramax-equipped 2007 Silverado HD (shown above) with no rebuilds on the original powertrain.
Trucks are organized by mileage, decade and model. A photo accompanies a brief description of the truck. Only one picture per truck is permitted. However, those wanting to post more pics are asked to use Facebook. The Chevy Trucks Facebook page currently has over 1.7 million followers.
To be eligible to join Chevy Truck Legends, pickup owners of eligible trucks have to have at least 100,000 miles or have purchased or leased more than one Chevy truck in their lifetime.
When Chevy announced its Truck Legends program last year it stated that members would receive decals and a Chevy Truck Legends hat. The automaker also said that more benefits may be coming, such as special offers and invitations to Chevy events.
That was the case recently in Jackson Hole, Wyo., where roughly 30 Chevy Truck Legend members were given an all-expenses paid trip to try out the new 2019 Silverado.
Chevy truck marketing manager Sandor Piszar said the event was a way of saying thank you to the brand’s loyal customers.
“We look at it as an investment in our most loyal customer base and fostering the relationship,” told autonews.com. “It’s hard to put a price on that.”
Chevy Truck Legends membership is expected to grow from around 60,000 to 100,000 loyal customers by year’s end, Piszar said.
The redesigned 2019 Silverado began arriving at dealerships last month.