The 2014 Chevrolet Silverado and GMC Sierra are a big deal for General Motors, as they're two all-new entries into the critical and contested full-size truck market. The Detroit auto show is one of the most heavily attended auto shows in the world, so what better place to advertise and showcase your product than in an area that will be visible to tens of thousands of visiting media from around the globe?
Although Detroit's People Mover is not the comprehensive public transit system New York's subway is, it's widely seen and ridden by visitors and guests attending events at and around the Cobo convention center. To showcase the new Chevrolet Silverado, GM is wrapping the iconic transport train with graphics depicting the new truck towing a horse trailer. The Renaissance Center, which houses GM headquarters as well as a Marriott hotel, will also get the Silverado treatment, with graphics and display ads prominently featured at the train station located there.
The 2014 Silverado and Sierra 1500 are the first domestic full-size pickups to feature direct-injected engines across the board. The Ford F-150 was the first to offer a direct-injected engine in a half-ton truck with the introduction of the EcoBoost twin-turbocharged V-6 in 2011, but the other engines in the F-150 lineup still have port fuel injection.