Chevy Keeps Making Special Edition Silverados, and It’s Working

Chevrolet has a new strategy for its pickup trucks, the Silverado in particular: Niche the hell out of everything. GM already launched the RealTree Edition and the Midnight Edition, and now the Silverado gets a speedy-looking livery with the Rally Edition, which launched this past weekend at Texas Speedway.

The new duds are a call to “street-performance trucks.” So the special edition gets a monochromatic paint job, black accents, hood and door stripes, and black wheels (20- or 22-inch). Pretty simple.

“We introduced several special editions in 2015 – each combining equipment and appearance packages designed for specific enthusiasts in mind,” Sandor Piszar, Chevrolet truck marketing director, said. “They clearly resonated with buyers, selling in one-third the time – and attracting new, younger, and more affluent buyers to the brand – than the industry average.”

Chevy keeps doing it because it’s working.

“They also helped make Chevrolet the fastest-growing truck brand in the industry,” he said. “In 2015, total Chevrolet truck sales increased 27 percent – double the increase for the total truck market. As we expand our lineup of special editions for 2016, we expect to continue that momentum.”

This definitely won’t be the last special edition launched this year, so keep an eye out for more options for the full-size Chevy pickup.

[Via Chevy]