Chevy adds a dash of niche spice to its truck lineup

DETROIT -- As the current-generation Chevrolet Silverado approaches middle age, Chevy's marketers are borrowing a page from the performance division to sustain buzz: special editions.

Racing seats, grippier tires and bolder grilles have long been packaged to create niche versions of Corvettes and Camaros. Now Chevy is applying the concept to its profit-raking pickups in the form of roll bars, all-terrain assist steps and camouflage paint jobs.

Last year, Chevy introduced its Midnight special-edition Silverado 1500 with blacked-out everything: wheels, bumpers, grille, even the bowtie. More than 6,000 copies sold out within a few months, prompting Chevy to add similar versions for its Colorado midsize pickup and Silverado 2500 Heavy Duty for the 2016 model year. They join a growing list of special-edition models with names such as Realtree, Rally and Special Ops, with more on the way.

Chevy's quick-hit approach is an effort to counter rivals Ram and Ford, which have offered a wider array of specialty pickups. And it reflects GM's goal of continuously updating its top-selling U.S. vehicle throughout its life cycle, an effort that executives acknowledge was lacking with the last-generation Silverado.

The special editions sell in relatively low volumes. But the idea is to generate "new news" for a not-so-new truck, while tapping into a fan base whose passion rivals that of sports-car customers, says Sandor Piszar, Chevy's director of truck marketing.

"The truck guys are as enthusiastic about their trucks as the Camaro guys are about their Camaros," said Piszar, who was marketing director of Chevy's performance line from 2011 to 2014. "It's not a one-size, one-look-fits-all approach with trucks anymore. You can really target niche buyers."

For example, some want lots of chrome. Others prefer the blacked-out look. There are all-terrain models for thrill-seekers and street-performance packages for city dwellers. There's even something for budget buyers: Chevy's Black Out model introduced last year gives the black treatment to its base Silverado work truck for a sticker of $28,895, including shipping.

Chevy's competitors have long been active in seeking out niche markets. Ford has carried a wider variety of permanent models, such as the King Ranch or off-road Raptor, and offers appearance packages that can be added as options across much of its lineup.

For the 2016 model year, for example, Ford began offering a chrome package for the F-150 base XL through the King Ranch, adding chrome bumpers, silver-painted wheels and other brightwork. A Special Edition Package for higher trims goes even further, with Alcantara leather inserts, red interior stitching and 20-inch dark-painted aluminum wheels.

Ram also has been adding to its array of specialty pickups, which include the pricey Laramie Longhorn and rugged Outdoorsman. Recent entries include a Black Express package for light- and heavy-duty models and a new off-road edition of its 2500 pickup.

Beyond the buzz and boosted transaction prices, the specialty pickups are generating extra revenue in the form of accessory sales. Even with all the extras, buyers are more inclined than the average pickup customer to accessorize, Chevrolet U.S. Vice President Brian Sweeney said in an interview last month.

"We're finding the special-edition packages are turning buyers onto our accessory portfolio even more," he said. "They'll say, "I've got the roll bar on the Colorado Midnight edition. Now I want to add those LED lights to it.'"