In 1988, General Motors had just come out with its GMT-400 truck platform. Its production is 14 years old. But even more than 30 years later, the platform is still fondly remembered among GM fans as trucks from Chevy and GMC were incredibly reliable, with easy-to-find parts. In its early days, Chevy wanted to give potential customers the feeling that these trucks were dependable and basically worth the daily commute or a hard day’s work on the farm or a tough job site.
In 1990, advertising executive Donald Gold, who was hired to deliver General Motors trucks, came across the titular Bob Seger song that everyone now knows, and couldn’t get it out of his head. “Like a Rock” was exactly the kind of image GM wanted to paint with this particular line of trucks. However, Seger was initially reluctant to do ads for Chevy and turned down the offer.
After speaking to a GM factory worker, Seger changed his mind He was reminded of his time working for the car company. He relented and “Like a Rock” became the official anthem of Chevy trucks from 1991 to 2014.
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