The first-ever locally produced Chevrolet Silverado campaign has been released by GMSV, with the engaging new LT Trail Boss execution showing a selection of ‘That’s Boss’ moments possible with the rugged offroader.

In a nod to the Australian and New Zealand arms of the operation, a collection of distinctly Aussie and Kiwi characters feature front and centre as they reminisce around the BBQ after a weekend of adventuring.

“Trail Boss is the pick of the models in the local Chevrolet Silverado range to use when you want to get away from it all,” said Jodie Lennon, GMSV General Manager of Marketing, Customer Experience and Communications.

“It has outstanding power and performance thanks to its V8 engine, offers increased ride-height plus courtesy of a factory-fitted suspension lift-kit and, with plenty of room for your mates, it’s the perfect vehicle to get into the back of beyond and create some new ‘That’s Boss’ memories.”

Key to the campaign is the premise LT Trail Boss is for people who are not afraid to cut their own path and ‘Live Big, Roll Strong,’ showcased by the vehicle itself doing what it does best – from tackling rocky landscapes to water crossings and towing.

“We highlight a variety of vehicle attributes throughout the campaign, always doing so with a liberal dose of humour,” said Ms Lennon.

“We think it will really resonate with enthusiasts who will be able to relate to the various ‘That’s Boss’ experiences such as ‘Making the Scenic Route, Not Taking it, That’s boss,’ and ‘When your fish-finder comes with 313kW of Power, That’s boss.

“These considerations, coupled with features such as Heated Steering Wheel, Remote Start and Five-person seating, mean Trail Boss is boss when it comes to living large with you and your mates.”

The campaign will feature on social media platforms and is available for viewing on the GMSV YouTube channel at GM Specialty Vehicles – YouTube

The recommended retail price of the LT Trail Boss is $119,990 which includes GST but is exclusive of statutory charges and on-road costs such as dealer delivery fees.

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Fred Alvrez
How on earth to start this? I've been car/bike/truck crazy since I was a teen. Like John, I had the obligatory Countach poster on the wall. I guess I'm more officially into classic and muscle cars than anything else - I currently have a '65 Sunbeam Tiger that left the factory the same day as I left the hospital as a newborn with my mother. How could I not buy that car? In 2016 my wife and I drove across the USA in a brand-new Dodge Challenger, and then shipped it home. You can read more on We did this again in 2019 in a 1990 Chev Corvette - you can read about that trip on DriveLife. I'm a driving instructor and an Observer for the Institute of Advanced Motorists - trying to do my bit to make our roads safer.


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