When the 'new' body (now called OBS in the vernacular) pickup came out, it was in the shadow of the Dodge Ram and it's breakthrough styling.

I asked a Chevy dealer friend about the comparatively conservative design, and he said, "Our customers think it is just fine for a Chevy pickup to look like a Chevy pickup."

Asked him how it was selling, and he said "If the (Chevy) district manager walked in the door tomorrow with 500 units for next month, I'd take 'em all. We sell that extended cab short bed all day long at sticker, no problem."