Chevrolet: Silverado News
09-26-2006, 01:13 AM
#42
Kabachitare!
Join Date: Jul 2003
Location: Bay Area
Posts: 936
Likes: 0
Received 0 Likes
on
0 Posts
Chevrolet Silverado News **Ad strikes a nerve (page 1)**
New tune for Silverado
GM, which is launching patriotic ad campaign this weekend, expects new truck to be key to turnaround.
Bill Vlasic / The Detroit News
DETROIT -- General Motors Corp. will launch its new Chevrolet Silverado pickup truck with a heavy dose of patriotism and a new song from heartland rocker John Mellencamp.
The marketing blitz for the 2007-model Silverado kicks off this weekend with television ads that link "our country" with "our truck" -- an indirect comparison to the upcoming pickup from Japanese rival Toyota Motor Corp.
GM marketers said Monday that the ad campaign taps into research that shows American truck buyers connect to patriotic themes at a time when U.S. automakers are losing overall market share to foreign manufacturers.
"The Chevrolet Silverado is the sum total of the American experience," said Gary Pascoe, an executive with GM's ad agency, Campbell-Ewald. "No other country can build this truck -- not Japan, not Korea, not Germany."
GM expects the new Silverado to be a key financial contributor to its corporate turnaround and a cornerstone of its 2007-model product offensive.
With gas prices falling, auto analysts say the pickup market should be primed for the launch of the new Silverado and its GMC-branded twin, the Sierra.
"I think these trucks are going to sell very well," said David Healy of Burnham Securities. "The segment is shrinking a little bit, but the demand should be strong for an all-new model."
GM is pulling out all the stops with a marketing campaign that includes an interactive Web site, specially produced 24-page magazine inserts, and a 28-minute television "infomercial" that features retired football star Howie Long.
At the heart of the TV ads is Mellencamp's new song "Our Country," an emotionally charged anthem that extols the American spirit in the face of difficult challenges.
The song, which has yet to be released publicly, is paired in one ad with newsreel-style footage of the civil rights struggle, the Vietnam War and the aftermath of Hurricane Katrina.
"The point is (that) every time America gets knocked down, we find a way to pull ourselves up by our bootstraps," Pascoe said.
Other ads portray working-class Americans on the job, at play and with their families. The tag line -- "This is our country. This is our truck." -- has a clearly patriotic appeal.
But the theme has less to do with foreign competition than with GM's stature as the No. 1 U.S. automaker, said Chevrolet executive Kim Kosak.
"It's not anti-anybody," said Kosak. "We want to speak to anybody who wants to come into the full-size pickup category. It's very embracing of the American culture."
Besides its mainstream TV ads, GM has also produced a special 90-second football-themed spot that opens NBC's "Sunday Night Football in America." The automaker also has produced one ad solely for broadcast in Texas, the largest pickup market in the country, as well as specific ads for the growing Hispanic market.
The Silverado is GM's top-selling product, and the second-best selling U.S. vehicle behind Ford Motor Co.'s F-series pickup. Analysts are hardly surprised that GM will tug as many patriot heartstrings as possible to support the Silverado launch.
"They are not going to let the 'good old boys' drift away from the Silverado," Healy said.
The Silverado launch is expected to cost an estimated $300 million, according to advertising trade publications. The all-out effort, however, has taken GM marketers in some new directions.
GM will produce custom-published inserts for magazines that appeal the truck-buying population such as Motor Trend and Field and Stream.
The automaker is also venturing into a new media format with its "infomercial" starring Long and Gary White, GM's top truck executive.
You can reach Bill Vlasic at (313) 222-2152 or bvlasic@detnews.com.
--------------------------------------------------------------------------------
Return to regular web page
GM, which is launching patriotic ad campaign this weekend, expects new truck to be key to turnaround.
Bill Vlasic / The Detroit News
DETROIT -- General Motors Corp. will launch its new Chevrolet Silverado pickup truck with a heavy dose of patriotism and a new song from heartland rocker John Mellencamp.
The marketing blitz for the 2007-model Silverado kicks off this weekend with television ads that link "our country" with "our truck" -- an indirect comparison to the upcoming pickup from Japanese rival Toyota Motor Corp.
GM marketers said Monday that the ad campaign taps into research that shows American truck buyers connect to patriotic themes at a time when U.S. automakers are losing overall market share to foreign manufacturers.
"The Chevrolet Silverado is the sum total of the American experience," said Gary Pascoe, an executive with GM's ad agency, Campbell-Ewald. "No other country can build this truck -- not Japan, not Korea, not Germany."
GM expects the new Silverado to be a key financial contributor to its corporate turnaround and a cornerstone of its 2007-model product offensive.
With gas prices falling, auto analysts say the pickup market should be primed for the launch of the new Silverado and its GMC-branded twin, the Sierra.
"I think these trucks are going to sell very well," said David Healy of Burnham Securities. "The segment is shrinking a little bit, but the demand should be strong for an all-new model."
GM is pulling out all the stops with a marketing campaign that includes an interactive Web site, specially produced 24-page magazine inserts, and a 28-minute television "infomercial" that features retired football star Howie Long.
At the heart of the TV ads is Mellencamp's new song "Our Country," an emotionally charged anthem that extols the American spirit in the face of difficult challenges.
The song, which has yet to be released publicly, is paired in one ad with newsreel-style footage of the civil rights struggle, the Vietnam War and the aftermath of Hurricane Katrina.
"The point is (that) every time America gets knocked down, we find a way to pull ourselves up by our bootstraps," Pascoe said.
Other ads portray working-class Americans on the job, at play and with their families. The tag line -- "This is our country. This is our truck." -- has a clearly patriotic appeal.
But the theme has less to do with foreign competition than with GM's stature as the No. 1 U.S. automaker, said Chevrolet executive Kim Kosak.
"It's not anti-anybody," said Kosak. "We want to speak to anybody who wants to come into the full-size pickup category. It's very embracing of the American culture."
Besides its mainstream TV ads, GM has also produced a special 90-second football-themed spot that opens NBC's "Sunday Night Football in America." The automaker also has produced one ad solely for broadcast in Texas, the largest pickup market in the country, as well as specific ads for the growing Hispanic market.
The Silverado is GM's top-selling product, and the second-best selling U.S. vehicle behind Ford Motor Co.'s F-series pickup. Analysts are hardly surprised that GM will tug as many patriot heartstrings as possible to support the Silverado launch.
"They are not going to let the 'good old boys' drift away from the Silverado," Healy said.
The Silverado launch is expected to cost an estimated $300 million, according to advertising trade publications. The all-out effort, however, has taken GM marketers in some new directions.
GM will produce custom-published inserts for magazines that appeal the truck-buying population such as Motor Trend and Field and Stream.
The automaker is also venturing into a new media format with its "infomercial" starring Long and Gary White, GM's top truck executive.
You can reach Bill Vlasic at (313) 222-2152 or bvlasic@detnews.com.
--------------------------------------------------------------------------------
Return to regular web page
09-26-2006, 06:30 AM
#43
OK who really cares?
GM is so desperate to sell sub par products that they think just by playing a "patriotic" song will cause people to flood into the show room by droves?
HOW ABOUT YOU BUILD A TRUCK THAT IS SUPERIOR IN QUALITY? Oh, wait, they would never do that........
GM is so desperate to sell sub par products that they think just by playing a "patriotic" song will cause people to flood into the show room by droves?
HOW ABOUT YOU BUILD A TRUCK THAT IS SUPERIOR IN QUALITY? Oh, wait, they would never do that........
09-26-2006, 06:36 AM
#44
Senior Moderator
Join Date: May 2003
Location: Better Neighborhood, Arizona
Posts: 45,634
Received 2,328 Likes
on
1,308 Posts
Originally Posted by YeuEmMaiMai
OK who really cares?
GM is so desperate to sell sub par products that they think just by playing a "patriotic" song will cause people to flood into the show room by droves?
HOW ABOUT YOU BUILD A TRUCK THAT IS SUPERIOR IN QUALITY? Oh, wait, they would never do that........
GM is so desperate to sell sub par products that they think just by playing a "patriotic" song will cause people to flood into the show room by droves?
HOW ABOUT YOU BUILD A TRUCK THAT IS SUPERIOR IN QUALITY? Oh, wait, they would never do that........
10-20-2006, 02:17 PM
#47
Moderator Alumnus
Join Date: Oct 2000
Location: Washington DC (NOVA)
Age: 52
Posts: 16,399
Likes: 0
Received 8 Likes
on
8 Posts
Silverado spot strikes a nerve - - Source: Autonews.com
See Video Ad Here
DETROIT -- On Saturday, Sept. 23, six executives from Chevrolet and its ad agency gathered at the home of Kim Kosak, the brand's advertising director. As they sat on the floor of Kosak's living room, they debated one of the most controversial TV commercials in years.
The executives screened dozens of video images of America from the past six decades: 9/11, Hurricane Katrina, Vietnam, Rosa Parks, Martin Luther King Jr., Richard Nixon, Woodstock.
They weren't cramming for a history exam. Instead, they were crafting a spot for the 2007 Chevrolet Silverado, which would debut on national TV in a week.
Chevrolet and its longtime ad agency, Campbell-Ewald, are reminding viewers of some of the most emotional episodes in recent U.S. history as part of the Silverado's new marketing campaign, "Our Country. Our Truck."
The 60-second TV spot is provoking criticism and praise. Critics say General Motors is exploiting national tragedies to sell pickups. Supporters say the commercial is tasteful and inspirational and plays well among truck buyers.
"We were trying to strike that balance between provocative and not stepping over the line," Kosak told Automotive News. "This truck has been through the ups and downs of this country, working side by side with Americans. That was the core idea.
"A brand like Chevrolet can do it. If you used those images to hawk a $199 deal, that would be reprehensible."
'Pure American'
In March, Chevrolet asked Campbell-Ewald to create a campaign that portrays the Silverado as the "pure American pickup truck." Chevrolet and the agency reviewed 80 hours of video shot by five film directors and three photographers.
Campbell-Ewald was developing the Silverado spot when singer John Mellencamp's manager called Bill Ludwig, the agency's chief creative officer. Mellencamp had written a song that had not been released. Would Chevrolet be interested?
"I said, 'This is exactly what we are working on,'" Ludwig recalls. Mellencamp's song, "Our Country," provides the spot's soundtrack. He also appears in the commercial, singing the patriotic anthem.
As the ad's various elements fell into place, Kosak worked frantically to meet the campaign's fall deadline. By Labor Day weekend, Kosak had looked at 100 cuts of the ad. "My 4-year-old daughter has seen me looking at so many cuts, she was singing an unreleased John Mellencamp song," she says.
Chevrolet test-marketed the commercial's images in major truck markets such as Los Angeles, Dallas and Florida. Campbell-Ewald produced three versions: an upbeat spot, a hard-edged version and one with a mix of images.
Chevrolet turned down the upbeat version because it "lacked realism," Kosak says. Chevy also rejected the hard-edged spot, which included an image of a mushroom cloud.
"I cut a very provocative edit," Ludwig explains. "The atom bomb was in there. To me, it was about the atomic age, post-World War II. It never occurred to me that it would be offensive to Japanese-Americans, but other people read it that way. It was an atom bomb test, not Hiroshima."
In the final spot, the mushroom cloud was replaced with images of a Hula-Hoop and a child bicycling through the construction of a postwar suburb.
On Sunday, Sept. 24, Kosak screened the final version of the commercial at the home of Chevrolet General Manager Ed Peper. He approved the spot, as did GM marketing vice presidents Mark LaNeve and Mike Jackson. The commercial broke during college football telecasts on Saturday, Sept. 30.
Taking heat
Ludwig says he anticipated that the Silverado spot would generate complaints. The commercial is about America "and the knocks we have taken and pulling ourselves up by the bootstraps," he says. "Anytime you are provocative, you are going to elicit some provocative responses.
"If you want to make a statement that rings true with the majority of people, you are going to piss off some people. There are a lot of cynical people out there who don't react well to this, and a lot of people who will never get behind the wheel of a pickup.
"So let them get into their Volvo sedans and complain about this spot that they see as exploitive," he says. "This is not for them. The biggest risk you can take is to play it safe."
On Saturday, Oct. 21, two new 30-second spots for the Silverado will debut during the World Series. A separate spot targeting Hispanic Americans also will premiere that day. That spot will use historic images such as Hispanic workers helping to build Hoover Dam.
It's too early to assess the commercial's impact. But John Wommack, general manager of Brown Chevrolet in Devine, Texas, says he thinks it will appeal to his store's truck customers. "They are very patriotic and proud of their country," he says. "The message will give them a good feeling."
GM won't get a scientific study of consumer response to the first commercial for several weeks. So far, Kosak says, anecdotal reaction has been "strikingly positive."
She adds: "We've had e-mail after e-mail from mothers and relatives involved in the incidents saying, 'You made me cry. You made me proud to be an American.'"
The executives screened dozens of video images of America from the past six decades: 9/11, Hurricane Katrina, Vietnam, Rosa Parks, Martin Luther King Jr., Richard Nixon, Woodstock.
They weren't cramming for a history exam. Instead, they were crafting a spot for the 2007 Chevrolet Silverado, which would debut on national TV in a week.
Chevrolet and its longtime ad agency, Campbell-Ewald, are reminding viewers of some of the most emotional episodes in recent U.S. history as part of the Silverado's new marketing campaign, "Our Country. Our Truck."
The 60-second TV spot is provoking criticism and praise. Critics say General Motors is exploiting national tragedies to sell pickups. Supporters say the commercial is tasteful and inspirational and plays well among truck buyers.
"We were trying to strike that balance between provocative and not stepping over the line," Kosak told Automotive News. "This truck has been through the ups and downs of this country, working side by side with Americans. That was the core idea.
"A brand like Chevrolet can do it. If you used those images to hawk a $199 deal, that would be reprehensible."
'Pure American'
In March, Chevrolet asked Campbell-Ewald to create a campaign that portrays the Silverado as the "pure American pickup truck." Chevrolet and the agency reviewed 80 hours of video shot by five film directors and three photographers.
Campbell-Ewald was developing the Silverado spot when singer John Mellencamp's manager called Bill Ludwig, the agency's chief creative officer. Mellencamp had written a song that had not been released. Would Chevrolet be interested?
"I said, 'This is exactly what we are working on,'" Ludwig recalls. Mellencamp's song, "Our Country," provides the spot's soundtrack. He also appears in the commercial, singing the patriotic anthem.
As the ad's various elements fell into place, Kosak worked frantically to meet the campaign's fall deadline. By Labor Day weekend, Kosak had looked at 100 cuts of the ad. "My 4-year-old daughter has seen me looking at so many cuts, she was singing an unreleased John Mellencamp song," she says.
Chevrolet test-marketed the commercial's images in major truck markets such as Los Angeles, Dallas and Florida. Campbell-Ewald produced three versions: an upbeat spot, a hard-edged version and one with a mix of images.
Chevrolet turned down the upbeat version because it "lacked realism," Kosak says. Chevy also rejected the hard-edged spot, which included an image of a mushroom cloud.
"I cut a very provocative edit," Ludwig explains. "The atom bomb was in there. To me, it was about the atomic age, post-World War II. It never occurred to me that it would be offensive to Japanese-Americans, but other people read it that way. It was an atom bomb test, not Hiroshima."
In the final spot, the mushroom cloud was replaced with images of a Hula-Hoop and a child bicycling through the construction of a postwar suburb.
On Sunday, Sept. 24, Kosak screened the final version of the commercial at the home of Chevrolet General Manager Ed Peper. He approved the spot, as did GM marketing vice presidents Mark LaNeve and Mike Jackson. The commercial broke during college football telecasts on Saturday, Sept. 30.
Taking heat
Ludwig says he anticipated that the Silverado spot would generate complaints. The commercial is about America "and the knocks we have taken and pulling ourselves up by the bootstraps," he says. "Anytime you are provocative, you are going to elicit some provocative responses.
"If you want to make a statement that rings true with the majority of people, you are going to piss off some people. There are a lot of cynical people out there who don't react well to this, and a lot of people who will never get behind the wheel of a pickup.
"So let them get into their Volvo sedans and complain about this spot that they see as exploitive," he says. "This is not for them. The biggest risk you can take is to play it safe."
On Saturday, Oct. 21, two new 30-second spots for the Silverado will debut during the World Series. A separate spot targeting Hispanic Americans also will premiere that day. That spot will use historic images such as Hispanic workers helping to build Hoover Dam.
It's too early to assess the commercial's impact. But John Wommack, general manager of Brown Chevrolet in Devine, Texas, says he thinks it will appeal to his store's truck customers. "They are very patriotic and proud of their country," he says. "The message will give them a good feeling."
GM won't get a scientific study of consumer response to the first commercial for several weeks. So far, Kosak says, anecdotal reaction has been "strikingly positive."
She adds: "We've had e-mail after e-mail from mothers and relatives involved in the incidents saying, 'You made me cry. You made me proud to be an American.'"
10-21-2006, 04:19 PM
#48
I love cars!
Not so bad when you SEE it. Reading about it makes it sound more controversial. you have to ask, though: WHO decided it was our truck. Did Ford and Dodge not exist the last few decades? Seems more ignorant/arrogant, than accurate. Heck, F-Series sales figures might dispute which brand is ACTUALLY our truck.
10-21-2006, 04:23 PM
#49
I love cars!
Originally Posted by YeuEmMaiMai
OK who really cares?
GM is so desperate to sell sub par products that they think just by playing a "patriotic" song will cause people to flood into the show room by droves?
HOW ABOUT YOU BUILD A TRUCK THAT IS SUPERIOR IN QUALITY? Oh, wait, they would never do that........
GM is so desperate to sell sub par products that they think just by playing a "patriotic" song will cause people to flood into the show room by droves?
HOW ABOUT YOU BUILD A TRUCK THAT IS SUPERIOR IN QUALITY? Oh, wait, they would never do that........
10-21-2006, 08:47 PM
#50
Smitty's Moral Police
"So let them get into their Volvo sedans and complain about this spot that they see as exploitive," he says. "This is not for them. The biggest risk you can take is to play it safe."
10-22-2006, 10:12 AM
#52
Suzuka Master
Join Date: Mar 2002
Location: Chicago Suburbs
Age: 43
Posts: 5,579
Likes: 0
Received 0 Likes
on
0 Posts
There is nothing wrong with that commercial. I actually think it was well put together. You will always get some morons here and there that take offense to everything.
10-22-2006, 10:32 AM
#53
Senior Moderator
i dont think there is any thing wrong with the commercial. I too thought it was well put together
10-22-2006, 10:53 AM
#54
Burn some dust here
Originally Posted by fast-tl
HAven't been around American full-size trucks much, have you? It's the one area where US product trounces the Japanese offerings..CONSISTENTLY.
10-22-2006, 04:15 PM
#56
Senior Moderator
Originally Posted by kansaiwalker1
More desperation from GM. I would not spend a dime of my money on their substandard products
10-25-2006, 05:09 PM
#58
Safety Car
Join Date: Sep 2002
Location: philly
Posts: 4,426
Likes: 0
Received 0 Likes
on
0 Posts
The video is fine, but Chevys comments aren't- THIS IS OUR COUNTRY, THIS IS OUR TRUCK. WTF. They make it sounds like its gms country with all the events shown in the video when they really should have made it that chevy is always here for this country through these events.
10-25-2006, 05:12 PM
#59
Safety Car
Join Date: Sep 2002
Location: philly
Posts: 4,426
Likes: 0
Received 0 Likes
on
0 Posts
Originally Posted by fsttyms1
What is substandard with one of if not the best fullsize trucks on the road??
10-25-2006, 07:30 PM
#60
Smitty's Moral Police
Uh, what's that got to do with the price of tea in China?
Also, Silverado is GM's truck, US is GM's country. Is that not true? You should relax a little.
Also, Silverado is GM's truck, US is GM's country. Is that not true? You should relax a little.
10-27-2006, 05:17 AM
#62
Senior Moderator
that commercial is great and I love the controversy that goes along with it. im buying a silverado.
10-27-2006, 08:42 AM
#63
Three Wheelin'
Originally Posted by heyitsme
Thats what Ford said back in the day right before a 7/8th Tundra did a crash test against the Ford 150 and the Ford folded, literally and the Tundra didn't.
Don't give me that "American's are the best at a full-size truck bullshit" when the 1994-2003 F150's literally collapsed in IIHS frontal crash tests. So much for "built ford tough". Utter crock.
Chevy can sing "our country, our truck" all day long. Doesn't change the matter of the fact that the Tundra will more than likely dole out some ass-whoopin to the competition when its released.
10-27-2006, 11:06 AM
#64
Burn some dust here
Originally Posted by vishnus11
Chevy can sing "our country, our truck" all day long. Doesn't change the matter of the fact that the Tundra will more than likely dole out some ass-whoopin to the competition when its released.
Silverado
Tundra
GM did the better job this time
10-27-2006, 01:40 PM
#65
The hair says it all
Join Date: Dec 2002
Location: Manhattan, NYC
Age: 37
Posts: 7,566
Likes: 0
Received 0 Likes
on
0 Posts
I didn't think it was controversial and I dont think a commercial reflects on the car but if they had any buisness sense they would fire their marketing team stat. This commercial is a pile of shit compared to the new nissan commercials which market unique features in interesting way (the guy humming the engine note even though the cvt is constant).
10-27-2006, 03:18 PM
#67
Senior Moderator
at that Tundra interior.. that Silverado interior looks nice! nice to see them borrowing (good) parts from Saturn!
10-27-2006, 08:07 PM
#68
Originally Posted by fast-tl
HAven't been around American full-size trucks much, have you? It's the one area where US product trounces the Japanese offerings..CONSISTENTLY.
doges and their transmissions
gm and their squaks and rattles and stuff that looks like it is clad in pastic
my father has a 2004 avalanche and it has 15 k on it and it squacks and rattles....and on top of that get an average of 14mpg.......
10-27-2006, 08:35 PM
#69
Safety Car
Join Date: Sep 2002
Location: philly
Posts: 4,426
Likes: 0
Received 0 Likes
on
0 Posts
Originally Posted by srika
at that Tundra interior.. that Silverado interior looks nice! nice to see them borrowing (good) parts from Saturn!
Guess that should have been mentioned before the saturn got the same part from the cobalt.
10-27-2006, 09:01 PM
#70
Originally Posted by srika
at that Tundra interior.. that Silverado interior looks nice! nice to see them borrowing (good) parts from Saturn!
Exterior-wise, the Tundra is awful.
10-27-2006, 09:16 PM
#71
Safety Car
Join Date: Sep 2002
Location: philly
Posts: 4,426
Likes: 0
Received 0 Likes
on
0 Posts
Originally Posted by unlemming
Uh, what's that got to do with the price of tea in China?
Also, Silverado is GM's truck, US is GM's country. Is that not true? You should relax a little.
Also, Silverado is GM's truck, US is GM's country. Is that not true? You should relax a little.
Hey buddy, take a look at what YOU SAID.
If this was really sung as OUR COUNTRY, like in the lyrics, that would be great and I should be seeing GM trucks, Ford trucks, Toyota trucks, Nissans trucks jumping all over the place, but no, this is GM's commercial.
And GM's Commercial from them is saying this IS their Country. They are saying, not flat out, but in plain terms the US is GM's Country for trucks. IF you can't pick up on what is happening here its not worth even arguing.
GM is making a clear point here.
10-28-2006, 02:12 AM
#73
Pro
I don't think either front looks as good as Ford or Nissan's trucks.
GM can say whatever it wants to say in its commercial, and it wont' be the first or the last company in America or any other country to utilize patriotism for its business use. (other car commercials often indirectly attack the competitions.) If the truck quality indeed turns out to be excellent, and GM treats its customers and employees well, then that is all well.
However if the results turn out the opposite, then commercials like this will be an additional piece of evidence to the hypocrisy of Corporate America.
GM can say whatever it wants to say in its commercial, and it wont' be the first or the last company in America or any other country to utilize patriotism for its business use. (other car commercials often indirectly attack the competitions.) If the truck quality indeed turns out to be excellent, and GM treats its customers and employees well, then that is all well.
However if the results turn out the opposite, then commercials like this will be an additional piece of evidence to the hypocrisy of Corporate America.
10-29-2006, 01:46 AM
#74
Senior Moderator
Originally Posted by heyitsme
Guess that should have been mentioned before the saturn got the same part from the cobalt.
are you saying the Saturn got its parts from the Cobalt?
10-30-2006, 12:44 PM
#78
Kabachitare!
Join Date: Jul 2003
Location: Bay Area
Posts: 936
Likes: 0
Received 0 Likes
on
0 Posts
Related article:
October 30, 2006
American Tragedies, to Sell Trucks
By DAVID CARR
Before the second game of the World Series, the singer John Mellencamp warmed up the crowd with “Our Country,” a paean to American greatness. Sports fans could be forgiven for having a bit of déjà vu, having heard the same chorus in heavy rotation during college football, N.F.L. football and now the World Series, as a backdrop to a commercial to the new Chevrolet Silverado.
Consumers are used to General Motors wrapping itself in the flag, having been variously urged to “Keep America Rolling” for “An American Revolution” and to listen to “The Heartbeat of America.” But this new version of patriotism took on a more desperate air, all but setting the flag on fire to honor it.
As the commercial begins, an industrial history rolls out, touching the usual icons of the Statue of Liberty, busy factory workers and Americans at their leisure. But then a more conflicted narrative emerges, quickly flashing on bus boycotts, Vietnam, Nixon resigning, Hurricane Katrina, fires, floods, then the attacks of Sept. 11, replete with firefighters.
All that’s missing is a plague of locusts, until the commercial intones “This is our country, this is our truck” as a large Silverado emerges from amber waves of grain.
The message seems to be that, even though America has been in the ditch several times during its history, it has always managed to pull itself out. And what is true for the country must be true for General Motors. It could be pointed out that Detroit and General Motors are in a ditch mostly because they drove there, ignoring global competition and consumer needs in pursuit of quarterly profits. But the back story of the disaster is obscured by the universal need to rebound.
Critics have attacked the ad, in part because it also invokes Martin Luther King Jr. and Rosa Parks to sell trucks. But something more subtle, perhaps more cynical, may be at work here: the image of America (and its leading auto manufacturer) as victim, mostly of itself, but still worth loving.
“The first time I saw it, I thought, holy mackerel, they are using negative images to generate positive emotions,” said Bob Garfield, the advertising critic of Advertising Age. “I have never seen that in a commercial.”
“I feel a little violated when I watch it,” he said. “I don’t mind when they have a tent sale on President’s Day, but those guys have been dead for 200 years. I’m not sure I’m ready for a Rosa Parks sale-a-bration.”
Kim Kosak, director of advertising and sales promotion at Chevrolet, said there was no thought given to drawing a parallel between the struggles of a nation and the struggles of a corporate icon.
“We never discussed that or thought about it,” she said in a phone interview. “The idea was that the pickup consumer is honest, hardworking, authentic and real. In order to be real and honest, we needed to show the scars and bruises, as well as the triumphs, of this country in order to be true.”
As a piece of television craft and song craft — I’m humming that sucker in spite of myself — “This is our country” is a gorgeous, A.D.D. version of Ken Burns’s best work. But it is landing with a thud in the advertising community, and not just because it achieved the impossible: making viewers nostalgic for Chevy’s last anthem, Bob Seger’s “Like a Rock.”
“The message seems to be, ‘If you don’t buy our truck, we will go bankrupt,’ ” said Al Ries of Ries & Ries, a brand consultancy. “The kind of people who buy trucks are not going to buy them because a company is in trouble. People like to buy from winners.”
Jerry Della Femina, who runs an ad agency in New York, says he believes the spot is something of a new low.
“You see all these moving images and at the end of it, all you get is a lousy Chevy truck,” he said. Mr. Della Femina called the ad “manipulative” and said it suggested that G.M. was “somehow coming up from the depths.”
National travail obviously touches the heartstrings and it’s hardly surprising that Sept. 11 became a theme in political advertising. At the Republican National Convention in 2004, Rudolph W. Giuliani, whose finest hour occurred during those attacks, recalled in his speech that he confided to Bernard B. Kerik as the towers fell, “Thank God George Bush is our president.”
But what works in politics may be dangerous in commerce. Who didn’t feel a little dirty participating in the group hug watching the first N.F.L. game in New Orleans after Hurricane Katrina? And while Robert De Niro’s commercial about New York — including his reference to ground zero as “my heartbreak” was evocative — it was used as a branding moment for American Express.
And now we have Mr. Mellencamp, who’s done some rebranding of his own, having dropped the “Cougar” from his name back when his image needed a folksy turn. His political values seem equally elastic. He and his spouse once wrote a jeremiad against the Bush administration that said, in part: “It is time to take back our country. Take it back from political agendas, corporate greed and overall manipulation.”
That was in 2003. Now he’s sitting on the fender of a Chevy truck, strumming a guitar and singing, “Well, I can stand beside ideals I think are right, and I can stand beside the idea to stand and fight.” He can also stand beside a nice shiny truck, if the fee is right.
A few days ago, Gawker, the Manhattan media site, ran a picture of a bar advertising, “The happiest happy hour south of ground zero.” Whether or not the statement is clinically true — a bit tough to measure, that — the message was beyond crass and deserved our contempt.
When it comes to selling bars, trucks or even politicians, you can wave the flag or you can drape one over a coffin. You can’t do both.
Copyright 2006 The New York Times Company
October 30, 2006
American Tragedies, to Sell Trucks
By DAVID CARR
Before the second game of the World Series, the singer John Mellencamp warmed up the crowd with “Our Country,” a paean to American greatness. Sports fans could be forgiven for having a bit of déjà vu, having heard the same chorus in heavy rotation during college football, N.F.L. football and now the World Series, as a backdrop to a commercial to the new Chevrolet Silverado.
Consumers are used to General Motors wrapping itself in the flag, having been variously urged to “Keep America Rolling” for “An American Revolution” and to listen to “The Heartbeat of America.” But this new version of patriotism took on a more desperate air, all but setting the flag on fire to honor it.
As the commercial begins, an industrial history rolls out, touching the usual icons of the Statue of Liberty, busy factory workers and Americans at their leisure. But then a more conflicted narrative emerges, quickly flashing on bus boycotts, Vietnam, Nixon resigning, Hurricane Katrina, fires, floods, then the attacks of Sept. 11, replete with firefighters.
All that’s missing is a plague of locusts, until the commercial intones “This is our country, this is our truck” as a large Silverado emerges from amber waves of grain.
The message seems to be that, even though America has been in the ditch several times during its history, it has always managed to pull itself out. And what is true for the country must be true for General Motors. It could be pointed out that Detroit and General Motors are in a ditch mostly because they drove there, ignoring global competition and consumer needs in pursuit of quarterly profits. But the back story of the disaster is obscured by the universal need to rebound.
Critics have attacked the ad, in part because it also invokes Martin Luther King Jr. and Rosa Parks to sell trucks. But something more subtle, perhaps more cynical, may be at work here: the image of America (and its leading auto manufacturer) as victim, mostly of itself, but still worth loving.
“The first time I saw it, I thought, holy mackerel, they are using negative images to generate positive emotions,” said Bob Garfield, the advertising critic of Advertising Age. “I have never seen that in a commercial.”
“I feel a little violated when I watch it,” he said. “I don’t mind when they have a tent sale on President’s Day, but those guys have been dead for 200 years. I’m not sure I’m ready for a Rosa Parks sale-a-bration.”
Kim Kosak, director of advertising and sales promotion at Chevrolet, said there was no thought given to drawing a parallel between the struggles of a nation and the struggles of a corporate icon.
“We never discussed that or thought about it,” she said in a phone interview. “The idea was that the pickup consumer is honest, hardworking, authentic and real. In order to be real and honest, we needed to show the scars and bruises, as well as the triumphs, of this country in order to be true.”
As a piece of television craft and song craft — I’m humming that sucker in spite of myself — “This is our country” is a gorgeous, A.D.D. version of Ken Burns’s best work. But it is landing with a thud in the advertising community, and not just because it achieved the impossible: making viewers nostalgic for Chevy’s last anthem, Bob Seger’s “Like a Rock.”
“The message seems to be, ‘If you don’t buy our truck, we will go bankrupt,’ ” said Al Ries of Ries & Ries, a brand consultancy. “The kind of people who buy trucks are not going to buy them because a company is in trouble. People like to buy from winners.”
Jerry Della Femina, who runs an ad agency in New York, says he believes the spot is something of a new low.
“You see all these moving images and at the end of it, all you get is a lousy Chevy truck,” he said. Mr. Della Femina called the ad “manipulative” and said it suggested that G.M. was “somehow coming up from the depths.”
National travail obviously touches the heartstrings and it’s hardly surprising that Sept. 11 became a theme in political advertising. At the Republican National Convention in 2004, Rudolph W. Giuliani, whose finest hour occurred during those attacks, recalled in his speech that he confided to Bernard B. Kerik as the towers fell, “Thank God George Bush is our president.”
But what works in politics may be dangerous in commerce. Who didn’t feel a little dirty participating in the group hug watching the first N.F.L. game in New Orleans after Hurricane Katrina? And while Robert De Niro’s commercial about New York — including his reference to ground zero as “my heartbreak” was evocative — it was used as a branding moment for American Express.
And now we have Mr. Mellencamp, who’s done some rebranding of his own, having dropped the “Cougar” from his name back when his image needed a folksy turn. His political values seem equally elastic. He and his spouse once wrote a jeremiad against the Bush administration that said, in part: “It is time to take back our country. Take it back from political agendas, corporate greed and overall manipulation.”
That was in 2003. Now he’s sitting on the fender of a Chevy truck, strumming a guitar and singing, “Well, I can stand beside ideals I think are right, and I can stand beside the idea to stand and fight.” He can also stand beside a nice shiny truck, if the fee is right.
A few days ago, Gawker, the Manhattan media site, ran a picture of a bar advertising, “The happiest happy hour south of ground zero.” Whether or not the statement is clinically true — a bit tough to measure, that — the message was beyond crass and deserved our contempt.
When it comes to selling bars, trucks or even politicians, you can wave the flag or you can drape one over a coffin. You can’t do both.
Copyright 2006 The New York Times Company
Last edited by kansaiwalker1; 10-30-2006 at 12:48 PM.
01-04-2011, 08:30 PM
#79
Senior Moderator
2011 Chevrolet Silverado HD
Press release...
* New Duramax 6.6L turbo diesel rated at 397 hp (296 kW) and 765 lb.-ft. of torque (1,037 Nm)
* Towing capability of 21,700 pounds (9,843 kg)
* Payload capability of 6,635 pounds (3,009 kg) supported by all-new frames and strong suspensions
* Segment-best conventional trailer tow rating of 17,000 pounds (7711 kg)
* Fifth-wheel trailer rating of 21,700 pounds (9,843 kg)
* B20 biodiesel capable
* All-new smart exhaust brake system for greater feeling of control and reduced brake pad wear
* Comprehensive set of confidence- and control-related features, including trailer sway control, integrated trailer brake control, hill start assist, automatic grade braking and intelligent brake assist
* Bold and new exterior design features louvered hood, front bumper, grille and 20-inch wheels
* Purposeful technology, including available mobile WiFi, USB connectivity, Bluetooth connectivity, XM Satellite Radio, OnStar 9.0 and navigation
THE 2011 CHEVROLET SILVERADO HEAVY-DUTY TRUCKS ARE READY
FOR ANY JOB OR COMPETITOR
Redesigned for 2011, the Silverado heavy-duty lineup is broader than ever, with 10 2500HD models and eight single- and dual-rear-wheel 3500HD models – including a new 3500HD Crew Cab with a 6.5-foot cargo box. WT, LT and LTZ trim levels are offered, and popular features such as the EZ Lift tailgate and rearview camera system return. All models bring greater capability, improved ride and handling and a greater feeling of driver control. Highlights include:
* Increased towing capability (21,700 pounds/9,843 kg) and payload (6,335 pounds/3,009 kg) supported by all-new fully-boxed, high-strength-steel frames and strong suspensions for maximum capability and exceptional ride characteristics
* New 6.6L Duramax diesel delivers up to 11-percent greater highway fuel economy and up to 63-percent lower emissions, along with B20 biodiesel capability and quicker acceleration
* Larger gas tank and fuel economy improvements allow up to 680 miles (1,090 km) between fill-ups with the 6.6L Duramax turbo diesel
* All-new “smart” exhaust brake feature provides greater control on grades and reduced brake pad wear
* An array of control features, including trailer sway control, integrated trailer brake control, hill start assist, automatic grade braking, intelligent brake assist and larger brakes
* Purposeful technology, including available mobile WiFi, USB connectivity, Bluetooth connectivity, XM Satellite Radio, OnStar 9.0 and navigation.
Outside, the 2011 Silverado 2500HD and 3500HD models are distinguished by a power dome-style hood with a new, louvered design, as well as a new grille and full-width chrome steel front bumper. A new lineup of 17- (Dually), 18- and 20-inch wheel/tire combinations is featured, too (20-inch polished forged aluminum wheels are available on 2500HD).
New frames
In the quest to comprehensively redesign the Silverado HD chassis to improve durability and ride, while also supporting increased capability, engineers developed 18 all-new, fully boxed frame assemblies. The frames have increased cross sections and use more high-strength steel for greater durability, higher towing capacity and improved ride and handling; the front sections are hydroformed.
The bending and beaming stiffness of the frames is increased 92 percent and 20 percent, respectively, with the fully boxed sections enhancing torsional stiffness by a factor of five. Also, larger engine and transmission mounts, coupled with a 125-percent-stiffer front frame structure, provide greater vibration control, while hydraulic body mounts are incorporated under the cab section on extended and crew cab models for a more isolated feel inside.
Engineers addressed common customer and aftermarket uses when designing the new frames, including adding access holes to the rear frame section to enable easier installation of fifth-wheel/gooseneck-style hitches. Also, the frame-mounted hitch for conventional trailering is stronger, with a box-tube design. It supports up to 17,000 pounds (7,727 kg).
Stronger independent front suspension
A completely redesigned independent front suspension system offers up to a 25-percent greater front axle weight rating – up to 6,000 pounds (2,721 kg) front gross axle weight rating (FGAWR) – enabling a snow plow to be used on all 4WD cab configurations with the available snow plow prep package, while also supporting improved ride and handling characteristics.
Silverado’s signature short-long arm/torsion bar front suspension design is retained, but now features new, forged steel upper control arms that are stronger and lighter than their predecessors. The new lower control arms are made of precision-machined cast iron to handle the greater loads. Five different torsion bar rates support five different front gross axle weight ratings (a single torsion bar was previously used for all models). This helps stabilize the range of trim heights of various models under load, while enhancing appearance, handling, durability, tire wear and alignment. The trim height is adjusted on each bar via a single bolt, easily allowing the height to be changed to account for the weight of a snow plow or other accessories.
The Silverado HD front suspension now uses a pair of urethane jounce bumpers on each side, instead of one, for improved load management; and there’s a new upper shock mount attachment design that’s positively connected to the frame with two fasteners. This design eliminates squeaks and clunks, while supporting higher load capability and increased durability.
Compared to competitors’ beam-axle front suspension, the Silverado’s independent front suspension provides a better ride, more accurate trim height control (with fewer parts) and greater flexibility to adjust the alignment for weight and tire sensitivity.
New asymmetrical leaf-spring rear suspension
Commensurate with the Silverado HD’s greater strength and capability is a rear suspension designed to support greater loads. It features a new, larger asymmetrical leaf-spring design that also contributes to improved ride and handling characteristics.
The asymmetrical design is derived from unequal front and rear spring half lengths, which minimize axle hop and enhance traction control efficiency. 2500HD models feature a two-stage leaf-spring design, while 3500HD models have a three-stage design. All models feature 3-inch-wide (76 mm) leaf springs that are 20-percent wider than previous models.
The larger leaf-spring design supports increased rear gross axle weight ratings across the board. On the 2500HD models, the rating is 6,200 pounds (2,818 kg) – up from 6,084 (2,765). On 3500HD models, the rating increases to 7,050 pounds (3,204 kg) on single-rear-wheel models and 9,375 pounds (4,261 kg) on dual-rear-wheel models – the latter representing a nearly 14-percent increase over the previous 8,200-pound (3,727 kg) rating.
Greater towing and payload capability
Stronger frames, suspension systems with greater weight ratings and enhanced powertrain systems contribute to the Silverado HD’s greater towing and payload capability. The specifications charts included below outline capacities for each model and/or configuration, but here are the key facts:
* The maximum conventional (ball hitch) towing rating increases to a segment-best 17,000 pounds (7,727 kg)
* A Silverado 3500HD crew cab/long box can tow up to 21,700 pounds (9,843 kg) with a fifth-wheel hitch
* The maximum payload (3500HD) is 6,635 pounds (3,009 kg).
New 6.6L Duramax diesel and Allison 1000 six-speed combination
Supporting the new 2011 Silverado HD trucks’ greater capabilities is a new version of the workhorse Duramax 6.6L diesel and Allison 1000 six-speed automatic transmission powertrain combination. The Duramax 6.6L is more powerful and durable and the Allison 1000 is stronger and helps enable new features, including the exhaust brake system.
The Duramax 6.6L’s new and improved features include:
* 397 horsepower (296 kW) at 3,000 rpm and 765 lb.-ft. of torque (1,037 Nm) at 1,600 rpm
* NOx emissions reduced at least 63 percent over 2010 models
* Quieter operation
* High-pressure (30,000 psi/2,000 bar) Piezo-actuated fuel system for greater fuel efficiency, improved performance and reduced emissions
* Exhaust brake system that enables controlled vehicle slowdown on downhill grades without actuating the brakes
* Selective catalytic reduction after-treatment system using diesel exhaust fluid (DEF) injection to provide the best overall diesel characteristics and performance – with a range of about 5,000 miles (8,000 km) between DEF refills
* Combustion and after-treatment have been optimized to provide about 700 miles (1,125 km) between diesel particulate filter regenerations – a 75-percent improvement over the previous system and significant contributor to improved fuel efficiency, as the regeneration process requires additional fuel
* B20 biodiesel capability for an alternative fueling option
* Internal revisions that improve durability.
With nearly 1.3 million Duramax 6.6L engines produced since 2000, they have proven exceptionally durable and dependable. The internal elements that helped build its reputation are enhanced for 2011, including:
* Main bearings’ profiles changed to enhance oil film thickness
* Oil pump flow increased for increased pressure at low speeds
* The turbocharger’s oil circuit is changed to provide increased pressure at the turbo and faster oil delivery
* The connecting rods’ pin ends are modified to provide increased piston support
* New, higher-strength piston design that eliminates bushings to provide lower reciprocating weight
* An EGR cooler bypass reduces high-mileage soot deposits in the cooler and EGR circuit.
The enhanced Allison 1000 for 2011 is strengthened to handle the higher torque capability of the new 6.6L Duramax engine, while also helping improve fuel economy and providing seamless assistance with a new exhaust brake system. Greater efficiency is delivered through reduced “spin loss” – meaning, the transmission channels more of the engine’s power to the axles, allowing it to do more with less fuel.
The Allison 1000 also features driver shift control with tap up/tap down shifting and a patented elevated idle mode cab warm-up feature. Also, the tow/haul mode reduces shift cycling for better control and improved cooling when towing or hauling heavy loads. The six-speed configuration retains its two overdrive gears for optimal efficiency.
Performance with the Duramax/Allison combination is also improved over previous models, with preliminary testing showing 0-60 mph times of less than 9 seconds and quarter-mile times of less than 16 seconds in 2500HD models. That’s about 0.3-second and 0.5-second quicker, respectively, than previous models.
Strengthened Vortec 6.0L/Hydra-Matic 6L90 six-speed powertrain
The venerable Vortec 6.0L gas V-8 with variable valve timing returns to the new heavy-duty trucks, along with a strengthened version of the Hydra-Matic 6L90 six-speed automatic transmission. This combination delivers excellent performance and efficiency, with a greater emphasis on low-rpm power.
The 6L90 is enhanced for greater strength, smoothness and quietness via:
* Adding four attachment bosses to the transfer case adapter (4WD models) for increased strength and smoother, quieter performance
* Increasing the cross section size of the transfer case adapter for greater strength
* Adding a new, stronger output shaft
* Adding a new heat shield and vent hose.
Exhaust brake system
A new feature on Duramax-equipped models is an exhaust brake system. This driver-selectable feature uses the turbine control of the variable geometry turbocharger and the compression of the engine to generate backpressure, slowing the vehicle without applying the brakes. It is a smart system integrated with the cruise control feature and varies the braking to account for the grade and vehicle load.
The exhaust brake system allows for virtually effortless driving and towing, with seamless and quiet operation. It also helps prolong brake life and prevents overheating the brakes on long, downhill grades.
Large brakes
Brake feel and performance are greatly improved with the 2011 Silverado HD trucks. The standard four-wheel disc system is completely revamped to deliver smoother, more immediate and confident-feeling performance. Four-wheel, four-channel ABS is standard on all single-rear-wheel models and a three-channel system is standard on dual-rear-wheel models.
The front and rear rotors are larger in diameter – 14 inches (355 mm) – and width on all models to support their increased capacity, weight ratings and trailering ratings, while the calipers are stiffer and stronger. The hydroboost brake booster calibration is revised for reduced pedal effort and the travel of the pedal is also revised for a more comfortable, confident feel.
Larger wheel hub and bearing assemblies complement the new brake system and the rear rotors attach to the wheel hubs for easier servicing.
Refined and capable ride, handling and steering
Longer wheelbases – ranging from 133.6 inches (3,395 mm) to 167.7 inches (4,259 mm) – and wider front/rear tracks enhance the ride and handling characteristics of the Silverado 2500HD and 3500HD, giving them a greater feeling of smoothness and control.
The longer wheelbases and wider tracks are complemented by the new, stiffer frames, new jounce bumpers, shock mounts and hydraulic body mounts to provide a solid, smooth and isolated driving experience. New shocks were specially valved to support the new trucks’ weight ratings, while balancing excellent ride characteristics.
Also enhancing the driving experience is a revised steering system designed to support the trucks’ greater front gross axle weight rating. It includes a new, larger steering gear, power steering pumps and linkages. The pumps (different parts for gas and diesel models) deliver greater pressure for reduced steering effort in low-speed and parking maneuvers; they are also quieter. On some models, the new linkages feature a compliant joint added at the pitman attachment to enhance handling.
Comprehensive safety and functional technology
The 2011 Silverado 2500HD and 3500HD models have a comprehensive roster of safety features and functional technologies that include:
* StabiliTrak electronic stability control system on all single-rear-wheel models
* Larger, four-wheel disc brakes with standard four-wheel ABS
* A new high-strength steel tubular frame cross member that enhances safety and improves crashworthiness
* Seat pelvic/thorax and head curtain side air bags available on 2500HD
* Available rear backup camera
* Segment-exclusive OnStar 9.0
* Trailer sway control system on all single-rear-wheel models
* Hill start assist (standard on single-rear-wheel models).
Trailer sway control system provides an added measure of confidence when towing a trailer. The system senses conditions of trailer sway and intervenes with braking and/or reduced engine power to bring the trailer under control and keep it on its intended path. The system will use electric trailer brakes when a trailer is plugged into the standard wiring harness of the truck and its performance requires no input from the driver.
The hill start assist system is automatically engaged when sensors detect the vehicle is on grade of about 5 percent or greater. It holds the brakes for about 1.5 seconds or until the gas pedal is pressed, preventing rollback – it is particularly effective when towing, giving the driver time to switch from the brake pedal to the gas pedal without rolling.
Silverado HDs on the road
From the available remote starting feature to the unimpeded access offered by the 170-degree-opening rear access doors on extended cab models, the 2011 Silverado HD models live bigger, drive better and work harder. The interiors are refined, with improved quietness and attention to detail, but designed for working. Numerous storage compartments provide covered access for everything from work gloves to laptops.
Indeed, for many owners the Silverado HDs are mobile workspaces, offering mobile WiFi, USB connectivity, Bluetooth connectivity, XM Satellite Radio and a navigation system. Multiple charge points enable multiple electronic devices to operate simultaneously; and when equipped with the available navigation system, XM NavTraffic offers real-time updates of traffic conditions (in selected areas) that can help plan the most effective route to the job site.
Cold-weather customers will appreciate the Duramax 6.6L’s quick, reliable start-up, with a starting time on par with gas engines. Its glow plug cycle time is the segment’s best in all temperatures, taking no more than 3 seconds in temperatures as low as -20 F (-29 C). There’s also a cab heat-up feature that allows the engine to idle faster in low temperatures to warm up the interior faster.
Silverado HDs take you farther without stopping. A new, 36-gallon (136 L) fuel tank is standard on all models and, with the improved fuel efficiency of the powertrains, enables a cruising range of about 680 miles (1,090 km) with the Duramax 6.6L. That’s the equivalent of a trip from Houston to Oklahoma City and back to Dallas on a single tank.
Finally, all 2011 Silverado 2500HD and 3500HD trucks work under the best warranty coverage in America – five-year/100,000-mile limited powertrain warranty, plus roadside assistance, courtesy transportation and other features that provide assurance that Chevrolet backs its trucks confidently.
* Towing capability of 21,700 pounds (9,843 kg)
* Payload capability of 6,635 pounds (3,009 kg) supported by all-new frames and strong suspensions
* Segment-best conventional trailer tow rating of 17,000 pounds (7711 kg)
* Fifth-wheel trailer rating of 21,700 pounds (9,843 kg)
* B20 biodiesel capable
* All-new smart exhaust brake system for greater feeling of control and reduced brake pad wear
* Comprehensive set of confidence- and control-related features, including trailer sway control, integrated trailer brake control, hill start assist, automatic grade braking and intelligent brake assist
* Bold and new exterior design features louvered hood, front bumper, grille and 20-inch wheels
* Purposeful technology, including available mobile WiFi, USB connectivity, Bluetooth connectivity, XM Satellite Radio, OnStar 9.0 and navigation
THE 2011 CHEVROLET SILVERADO HEAVY-DUTY TRUCKS ARE READY
FOR ANY JOB OR COMPETITOR
Redesigned for 2011, the Silverado heavy-duty lineup is broader than ever, with 10 2500HD models and eight single- and dual-rear-wheel 3500HD models – including a new 3500HD Crew Cab with a 6.5-foot cargo box. WT, LT and LTZ trim levels are offered, and popular features such as the EZ Lift tailgate and rearview camera system return. All models bring greater capability, improved ride and handling and a greater feeling of driver control. Highlights include:
* Increased towing capability (21,700 pounds/9,843 kg) and payload (6,335 pounds/3,009 kg) supported by all-new fully-boxed, high-strength-steel frames and strong suspensions for maximum capability and exceptional ride characteristics
* New 6.6L Duramax diesel delivers up to 11-percent greater highway fuel economy and up to 63-percent lower emissions, along with B20 biodiesel capability and quicker acceleration
* Larger gas tank and fuel economy improvements allow up to 680 miles (1,090 km) between fill-ups with the 6.6L Duramax turbo diesel
* All-new “smart” exhaust brake feature provides greater control on grades and reduced brake pad wear
* An array of control features, including trailer sway control, integrated trailer brake control, hill start assist, automatic grade braking, intelligent brake assist and larger brakes
* Purposeful technology, including available mobile WiFi, USB connectivity, Bluetooth connectivity, XM Satellite Radio, OnStar 9.0 and navigation.
Outside, the 2011 Silverado 2500HD and 3500HD models are distinguished by a power dome-style hood with a new, louvered design, as well as a new grille and full-width chrome steel front bumper. A new lineup of 17- (Dually), 18- and 20-inch wheel/tire combinations is featured, too (20-inch polished forged aluminum wheels are available on 2500HD).
New frames
In the quest to comprehensively redesign the Silverado HD chassis to improve durability and ride, while also supporting increased capability, engineers developed 18 all-new, fully boxed frame assemblies. The frames have increased cross sections and use more high-strength steel for greater durability, higher towing capacity and improved ride and handling; the front sections are hydroformed.
The bending and beaming stiffness of the frames is increased 92 percent and 20 percent, respectively, with the fully boxed sections enhancing torsional stiffness by a factor of five. Also, larger engine and transmission mounts, coupled with a 125-percent-stiffer front frame structure, provide greater vibration control, while hydraulic body mounts are incorporated under the cab section on extended and crew cab models for a more isolated feel inside.
Engineers addressed common customer and aftermarket uses when designing the new frames, including adding access holes to the rear frame section to enable easier installation of fifth-wheel/gooseneck-style hitches. Also, the frame-mounted hitch for conventional trailering is stronger, with a box-tube design. It supports up to 17,000 pounds (7,727 kg).
Stronger independent front suspension
A completely redesigned independent front suspension system offers up to a 25-percent greater front axle weight rating – up to 6,000 pounds (2,721 kg) front gross axle weight rating (FGAWR) – enabling a snow plow to be used on all 4WD cab configurations with the available snow plow prep package, while also supporting improved ride and handling characteristics.
Silverado’s signature short-long arm/torsion bar front suspension design is retained, but now features new, forged steel upper control arms that are stronger and lighter than their predecessors. The new lower control arms are made of precision-machined cast iron to handle the greater loads. Five different torsion bar rates support five different front gross axle weight ratings (a single torsion bar was previously used for all models). This helps stabilize the range of trim heights of various models under load, while enhancing appearance, handling, durability, tire wear and alignment. The trim height is adjusted on each bar via a single bolt, easily allowing the height to be changed to account for the weight of a snow plow or other accessories.
The Silverado HD front suspension now uses a pair of urethane jounce bumpers on each side, instead of one, for improved load management; and there’s a new upper shock mount attachment design that’s positively connected to the frame with two fasteners. This design eliminates squeaks and clunks, while supporting higher load capability and increased durability.
Compared to competitors’ beam-axle front suspension, the Silverado’s independent front suspension provides a better ride, more accurate trim height control (with fewer parts) and greater flexibility to adjust the alignment for weight and tire sensitivity.
New asymmetrical leaf-spring rear suspension
Commensurate with the Silverado HD’s greater strength and capability is a rear suspension designed to support greater loads. It features a new, larger asymmetrical leaf-spring design that also contributes to improved ride and handling characteristics.
The asymmetrical design is derived from unequal front and rear spring half lengths, which minimize axle hop and enhance traction control efficiency. 2500HD models feature a two-stage leaf-spring design, while 3500HD models have a three-stage design. All models feature 3-inch-wide (76 mm) leaf springs that are 20-percent wider than previous models.
The larger leaf-spring design supports increased rear gross axle weight ratings across the board. On the 2500HD models, the rating is 6,200 pounds (2,818 kg) – up from 6,084 (2,765). On 3500HD models, the rating increases to 7,050 pounds (3,204 kg) on single-rear-wheel models and 9,375 pounds (4,261 kg) on dual-rear-wheel models – the latter representing a nearly 14-percent increase over the previous 8,200-pound (3,727 kg) rating.
Greater towing and payload capability
Stronger frames, suspension systems with greater weight ratings and enhanced powertrain systems contribute to the Silverado HD’s greater towing and payload capability. The specifications charts included below outline capacities for each model and/or configuration, but here are the key facts:
* The maximum conventional (ball hitch) towing rating increases to a segment-best 17,000 pounds (7,727 kg)
* A Silverado 3500HD crew cab/long box can tow up to 21,700 pounds (9,843 kg) with a fifth-wheel hitch
* The maximum payload (3500HD) is 6,635 pounds (3,009 kg).
New 6.6L Duramax diesel and Allison 1000 six-speed combination
Supporting the new 2011 Silverado HD trucks’ greater capabilities is a new version of the workhorse Duramax 6.6L diesel and Allison 1000 six-speed automatic transmission powertrain combination. The Duramax 6.6L is more powerful and durable and the Allison 1000 is stronger and helps enable new features, including the exhaust brake system.
The Duramax 6.6L’s new and improved features include:
* 397 horsepower (296 kW) at 3,000 rpm and 765 lb.-ft. of torque (1,037 Nm) at 1,600 rpm
* NOx emissions reduced at least 63 percent over 2010 models
* Quieter operation
* High-pressure (30,000 psi/2,000 bar) Piezo-actuated fuel system for greater fuel efficiency, improved performance and reduced emissions
* Exhaust brake system that enables controlled vehicle slowdown on downhill grades without actuating the brakes
* Selective catalytic reduction after-treatment system using diesel exhaust fluid (DEF) injection to provide the best overall diesel characteristics and performance – with a range of about 5,000 miles (8,000 km) between DEF refills
* Combustion and after-treatment have been optimized to provide about 700 miles (1,125 km) between diesel particulate filter regenerations – a 75-percent improvement over the previous system and significant contributor to improved fuel efficiency, as the regeneration process requires additional fuel
* B20 biodiesel capability for an alternative fueling option
* Internal revisions that improve durability.
With nearly 1.3 million Duramax 6.6L engines produced since 2000, they have proven exceptionally durable and dependable. The internal elements that helped build its reputation are enhanced for 2011, including:
* Main bearings’ profiles changed to enhance oil film thickness
* Oil pump flow increased for increased pressure at low speeds
* The turbocharger’s oil circuit is changed to provide increased pressure at the turbo and faster oil delivery
* The connecting rods’ pin ends are modified to provide increased piston support
* New, higher-strength piston design that eliminates bushings to provide lower reciprocating weight
* An EGR cooler bypass reduces high-mileage soot deposits in the cooler and EGR circuit.
The enhanced Allison 1000 for 2011 is strengthened to handle the higher torque capability of the new 6.6L Duramax engine, while also helping improve fuel economy and providing seamless assistance with a new exhaust brake system. Greater efficiency is delivered through reduced “spin loss” – meaning, the transmission channels more of the engine’s power to the axles, allowing it to do more with less fuel.
The Allison 1000 also features driver shift control with tap up/tap down shifting and a patented elevated idle mode cab warm-up feature. Also, the tow/haul mode reduces shift cycling for better control and improved cooling when towing or hauling heavy loads. The six-speed configuration retains its two overdrive gears for optimal efficiency.
Performance with the Duramax/Allison combination is also improved over previous models, with preliminary testing showing 0-60 mph times of less than 9 seconds and quarter-mile times of less than 16 seconds in 2500HD models. That’s about 0.3-second and 0.5-second quicker, respectively, than previous models.
Strengthened Vortec 6.0L/Hydra-Matic 6L90 six-speed powertrain
The venerable Vortec 6.0L gas V-8 with variable valve timing returns to the new heavy-duty trucks, along with a strengthened version of the Hydra-Matic 6L90 six-speed automatic transmission. This combination delivers excellent performance and efficiency, with a greater emphasis on low-rpm power.
The 6L90 is enhanced for greater strength, smoothness and quietness via:
* Adding four attachment bosses to the transfer case adapter (4WD models) for increased strength and smoother, quieter performance
* Increasing the cross section size of the transfer case adapter for greater strength
* Adding a new, stronger output shaft
* Adding a new heat shield and vent hose.
Exhaust brake system
A new feature on Duramax-equipped models is an exhaust brake system. This driver-selectable feature uses the turbine control of the variable geometry turbocharger and the compression of the engine to generate backpressure, slowing the vehicle without applying the brakes. It is a smart system integrated with the cruise control feature and varies the braking to account for the grade and vehicle load.
The exhaust brake system allows for virtually effortless driving and towing, with seamless and quiet operation. It also helps prolong brake life and prevents overheating the brakes on long, downhill grades.
Large brakes
Brake feel and performance are greatly improved with the 2011 Silverado HD trucks. The standard four-wheel disc system is completely revamped to deliver smoother, more immediate and confident-feeling performance. Four-wheel, four-channel ABS is standard on all single-rear-wheel models and a three-channel system is standard on dual-rear-wheel models.
The front and rear rotors are larger in diameter – 14 inches (355 mm) – and width on all models to support their increased capacity, weight ratings and trailering ratings, while the calipers are stiffer and stronger. The hydroboost brake booster calibration is revised for reduced pedal effort and the travel of the pedal is also revised for a more comfortable, confident feel.
Larger wheel hub and bearing assemblies complement the new brake system and the rear rotors attach to the wheel hubs for easier servicing.
Refined and capable ride, handling and steering
Longer wheelbases – ranging from 133.6 inches (3,395 mm) to 167.7 inches (4,259 mm) – and wider front/rear tracks enhance the ride and handling characteristics of the Silverado 2500HD and 3500HD, giving them a greater feeling of smoothness and control.
The longer wheelbases and wider tracks are complemented by the new, stiffer frames, new jounce bumpers, shock mounts and hydraulic body mounts to provide a solid, smooth and isolated driving experience. New shocks were specially valved to support the new trucks’ weight ratings, while balancing excellent ride characteristics.
Also enhancing the driving experience is a revised steering system designed to support the trucks’ greater front gross axle weight rating. It includes a new, larger steering gear, power steering pumps and linkages. The pumps (different parts for gas and diesel models) deliver greater pressure for reduced steering effort in low-speed and parking maneuvers; they are also quieter. On some models, the new linkages feature a compliant joint added at the pitman attachment to enhance handling.
Comprehensive safety and functional technology
The 2011 Silverado 2500HD and 3500HD models have a comprehensive roster of safety features and functional technologies that include:
* StabiliTrak electronic stability control system on all single-rear-wheel models
* Larger, four-wheel disc brakes with standard four-wheel ABS
* A new high-strength steel tubular frame cross member that enhances safety and improves crashworthiness
* Seat pelvic/thorax and head curtain side air bags available on 2500HD
* Available rear backup camera
* Segment-exclusive OnStar 9.0
* Trailer sway control system on all single-rear-wheel models
* Hill start assist (standard on single-rear-wheel models).
Trailer sway control system provides an added measure of confidence when towing a trailer. The system senses conditions of trailer sway and intervenes with braking and/or reduced engine power to bring the trailer under control and keep it on its intended path. The system will use electric trailer brakes when a trailer is plugged into the standard wiring harness of the truck and its performance requires no input from the driver.
The hill start assist system is automatically engaged when sensors detect the vehicle is on grade of about 5 percent or greater. It holds the brakes for about 1.5 seconds or until the gas pedal is pressed, preventing rollback – it is particularly effective when towing, giving the driver time to switch from the brake pedal to the gas pedal without rolling.
Silverado HDs on the road
From the available remote starting feature to the unimpeded access offered by the 170-degree-opening rear access doors on extended cab models, the 2011 Silverado HD models live bigger, drive better and work harder. The interiors are refined, with improved quietness and attention to detail, but designed for working. Numerous storage compartments provide covered access for everything from work gloves to laptops.
Indeed, for many owners the Silverado HDs are mobile workspaces, offering mobile WiFi, USB connectivity, Bluetooth connectivity, XM Satellite Radio and a navigation system. Multiple charge points enable multiple electronic devices to operate simultaneously; and when equipped with the available navigation system, XM NavTraffic offers real-time updates of traffic conditions (in selected areas) that can help plan the most effective route to the job site.
Cold-weather customers will appreciate the Duramax 6.6L’s quick, reliable start-up, with a starting time on par with gas engines. Its glow plug cycle time is the segment’s best in all temperatures, taking no more than 3 seconds in temperatures as low as -20 F (-29 C). There’s also a cab heat-up feature that allows the engine to idle faster in low temperatures to warm up the interior faster.
Silverado HDs take you farther without stopping. A new, 36-gallon (136 L) fuel tank is standard on all models and, with the improved fuel efficiency of the powertrains, enables a cruising range of about 680 miles (1,090 km) with the Duramax 6.6L. That’s the equivalent of a trip from Houston to Oklahoma City and back to Dallas on a single tank.
Finally, all 2011 Silverado 2500HD and 3500HD trucks work under the best warranty coverage in America – five-year/100,000-mile limited powertrain warranty, plus roadside assistance, courtesy transportation and other features that provide assurance that Chevrolet backs its trucks confidently.
01-04-2011, 08:33 PM
#80
Senior Moderator
