It’s expected that you show your product shiny and brand-new. But what use is a brand new pickup truck? Without a scratch, dent, or faded paint, it was just for show. “Scars” is an effort to sell new trucks, by telling the real-world stories of beat up, well-worn, used trucks.
Every story here is unscripted. We interviewed dozens of Chevy Silverado owners, and filmed them with their trucks, giving us the story behind every scratch, dent and ding. The idea being that a Silverado isn’t a Silverado, until its lived a life doing the hard work it was designed to do.