Keep on truckin’

event November 09, 2017 09:05

By THE NATION

2,479 Viewed

One hundred years ago, Chevrolet introduced the 1918 One-Ton, setting the stage for a century of iconic trucks.



From the very beginning, Chevrolet focused on making the best possible trucks to meet the demands and desires of every customer. And now, after a century of truck success, the team at General Motors Southeast Asia has decided to celebrate this milestone.

Since 1918, Chevrolet has become one of the world’s most recognisable brands and a global leader in designing, developing and manufacturing world-class trucks. Chevrolet trucks have continued to evolve alongside the evolution of iconic American culture, maintaining their rugged toughness and representing an active sporting culture.

 

Chevrolet Trucks, GM Southeast Asia recently hosted dealers, guests and journalists on a journey through time to discover the brand’s roots, highlighting the evolution of the brand while enabling guests to experience its American heritage through art, music and food. The event kicked off with a special exhibition representing timeless art. A highlight, the graffiti fresco wall, represented the popularity of graffiti that hit America in the 1970s. 

The spray can art was only considered “real art” in the 1980s. It was about this time that Chevrolet launched the C/K series, which played a significant role in creating the sport truck trend that is still popular today. Thai artist Suradej Termsabsiri, aka Zids Bkk, depicted the evolution of Chevrolet Trucks over the years.

 

Following the graffiti exhibition, attendees participated in a vintage Chevrolet caravan – a convoy of some of the best-loved Chevrolet trucks over the past 100 years. The impressive parade of vehicles from the 1930s and beyond drove from Bang Rak to Rod Fai market, home to the 2018 Colorado Centennial Edition truck reveal.

During the evening festivities, Chevrolet’s journey through the years was highlighted with vintage truck displays, music through the ages, and food and beverages tied closely to Chevrolet’s American heritage. Burgers, hot dogs, and American-style sodas and desserts were available to guests in a festive atmosphere.

Guests dressed for the theme and took some amazing photos at the interactive photo booths that captured special centennial memories. 

A special photography exhibition showcased timeless and classic art. The exhibition told the story of the people at the heart of GM’s truck business in Southeast Asia – the Rayong plant. Rayong has been responsible for the iconic Chevrolet Colorado and Trailblazer since truck production started in 2003. The exhibition paid tribute to the hardworking men and women at Rayong who have built the award-winning truck and SUV for Chevrolet customers in the region.

 

Founded in 2000, GM Thailand’s Rayong manufacturing facility is a regional hub for vehicle production for domestic sales and export. It has produced close to 1.3 million vehicles for 14 markets and has received numerous awards over the years, particularly for its environmental, energy and safety management. It was also the first automotive company in the country to receive ISO 50001 certification recognising GM’s commitment to energy efficiency and reduction of greenhouse gas emissions in its manufacturing process.

The highlight of the evening was the reveal and official launch of the 2018 Chevrolet Colorado Centennial Edition. One hundred 2018 Colorado Centennial Edition trucks have been produced for Thailand to celebrate 100 years of Chevrolet Trucks.

Speaking at the launch, GM Southeast Asia President Ian Nicholls said, “The Chevrolet Truck centennial is a huge milestone for us and one that we are very proud of. We are celebrating 100 years of Chevrolet trucks in a manner that matches our heritage, yet is relevant to our customers of today. Through music and art, we have created an unforgettable experience for our guests, and through the 2018 Chevrolet Colorado Centennial Edition, we are providing truck lovers a vehicle that is befitting of our 100-year heritage.”

 

The latest addition to the Chevrolet Truck portfolio, the 2018 Colorado Centennial Edition features design elements inspired by Chevrolet Trucks throughout its history, including exclusive heritage bowtie emblems, 100-year badges inspired by colours and design cues found on early Chevrolet trucks, and unique running numbers of each vehicle to identify the model in the series. Blue Me Away Metallic and Summit White are the two exclusive colours for these special models.

“The 2018 Colorado Centennial Edition is a result of collaboration between Chevrolet Design, Engineering and Marketing to commemorate the history of Chevrolet Trucks,” said Rich Scheer, Chevrolet Trucks director of Exterior Design. “It offers our most enthusiastic fans a way to demonstrate their love for Chevrolet trucks and celebrate the Chevrolet Truck centennial with us.”

The 2018 Colorado Centennial Edition is based on the High Country and LTZ models. It will be available at all Chevrolet showrooms nationwide and at the Motor Expo on November 29. Prices start from Bt814,000. For the first time in Thailand, bookings of 20 selected 2018 Chevrolet Colorado Centennial Edition models can be made through the official Chevrolet website starting tomorrow (November 10).