Shell Rotella launches campaign to name pickup truck ‘Official Vehicle of the U.S.’

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Shell Rotella is leading a campaign to have the U.S. White House formally recognize the pickup truck as the “Official Vehicle of the United States.”

The company says the “Pickup Pride” campaign is an effort to pay homage to the role the pickup truck has played in shaping the nation.

“After doing some research, we realized there was no ‘official vehicle of the United States,’ and the pickup truck fit perfectly in our mind,” says Megan Pino, global brand manager for Shell Rotella. “The pickup truck was created here in America, and it’s an important part of our nation in so many communities. It makes sense for it to be the ‘Official Vehicle of the United States.’”

Tommy Pike Customs has designed two pickup trucks to serve as mascots for Shell Rotella’s Pickup Pride campaign.Tommy Pike Customs has designed two pickup trucks to serve as mascots for Shell Rotella’s Pickup Pride campaign.

For the pickup truck to be officially recognized, several milestones need to occur. A formal petition must be submitted to the White House with 100,000 signatures collected within a 30-day period, beginning Tuesday, Oct. 3. After reaching the 100,000-signature goal, the petition will be placed into a queue for a required review by White House staff. After review, the government can either move forward with the proposal or offer a response within 60 days.

The petition, which can be signed here, must collect the 100,000 signatures by Nov. 2.

“Like other noteworthy American icons, including the sport of baseball, the bald eagle and ‘The Star-Spangled Banner,’ the pickup truck has played an important role in helping American men and women build our country from the ground up,” says Dave Waterman, North American marketing manager for Shell Lubricants.

Additionally, Shell Rotella has teamed up with Tommy Pike of Tommy Pike Customs, to modify two pickup trucks that will serve as mascots for the campaign.  Tommy and his team, well-known leaders in the pickup truck and automotive customization industry for more than 15 years, will include the pickup trucks on the 2018 Tommy Pike Customs Tour.