Truck Legends Loyalty Program Helps Chevrolet Form Emotional Connections with Customers

Every brand aspires to achieving deep, emotional connections with its customers because those connections help drive lifetime brand loyalty.

At Chevrolet, the Truck Legends loyalty program, launched as a Texas-only pilot in September 2016 before rolling out nationwide three months ago, has helped the iconic brand achieve those sought after emotional connections.

Kyle Suba, Assistant Manager, Chevrolet Communications, talked to Loyalty360 about the program and its deep impact.

“The Chevy Truck Legends program reinforced that Chevy Truck owners are so passionate about their vehicles that they become part of the family,” Suba explained. “There is an option on the website where Truck Legends can include the name of their truck in their profile information, and more often than not, we find that Truck Legends name their vehicle. That insight informed the advertising spot ‘Names,’ which features about 10 Chevy Truck Legends identifying the names of their vehicles, along with the tagline: ‘If you love something, you name it.’ That deep emotional connection is something that is unique to Chevrolet.”

After the Truck Legends loyalty program was successful during its first year, Chevrolet took it nationally in September 2017, coinciding with the 100th birthday for Chevrolet Trucks. The Truck Legends program recognizes owners with more than 100,000 miles, or who have purchased or leased more than one Chevy truck in their lifetime.

Vehicles eligible for the program include: Silverado (and past C/K trucks), Colorado, Tahoe, Suburban, and Avalanche.

“Model year 2018 marks the 100-year anniversary since the first Chevy Trucks were sold to customers, and we wanted to celebrate the Chevy Trucks Centennial with the customers who helped us reach that milestone,” Suba explained. “The Chevy Truck Legends program was a way for us to say thank you to those customers and encourage them to join in our celebration. Feedback to the Truck Legends program has been overwhelmingly positive. In the three months since we rolled out the program nationally, more than 30,000 customers have joined the community.”

What factors prompted the launch of the program?

“We surveyed our customers in advance of the Chevy Truck Centennial to learn why it was important for them, and learned that they were personally invested in the Centennial milestone, so it was important to us that the Centennial be centered around our customers–their continued loyalty to the brand is the reason why we’ve had the opportunity to build trucks for 100 years,” Suba added. “Chevy Truck Legends was a way for us to identify those loyal customers, learn their stories, and thank them for their continued support.”  

Suba summarized Chevrolet’s customer-centric approach.

“At Chevrolet, we put the customer at the center of everything we do because we know they are the reason we have been able to make trucks for the past 100 years,” Suba said. “From giving owners the first opportunity to drive the all-new 2017 Silverado HD, to participating in the Guinness World Record for Largest Flag Pulled Behind a Moving Vehicle, to giving them a front row seat at the global reveal of the all-new 2019 Silverado, we’re committed to offering our customers once-in-a-lifetime experiences to thank them for their loyalty to the brand. This strategy has paid off in the form of increased brand momentum, two years in a row of increased retail sales, and a steadily climbing number of Chevy Truck Legends.” 

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