News & Press

CINCH JEANS, GENERAL MOTORS AND MONROE TRUCK EQUIPMENT TEAM UP TO LAUNCH A PICKUP TRUCK DESIGNED SPECIFICALLY FOR WESTERN ENTHUSIASTS.

NASHVILLE, Tenn., May 8, 2006 - A new partnership was announced today between Cinch Jeans, a Western clothing brand, General Motors and Monroe Truck Equipment Inc. to develop a Cinch edition medium duty truck. The new truck is specifically tailored to fit the lifestyle needs of Western enthusiasts - men and women who spend a considerable amount of time each year on the road, hauling high-dollar horses and cargo, and look for distinctive features in consumer products that showcase their passion for all things Western.

Through this unique partnership with Cinch, General Motors and Monroe will enter the Western industry with an authentic truck that combines the hardworking attributes of the Chevrolet Kodiak and GMC TopKick trucks with the Western style and flair only Cinch can bring to this market.

"Cinch is the equine Western market expert, making them our partner of choice as we enter the billion dollar Western lifestyle industry with a truck made for hauling horses," said Ross Hendrix, director of marketing for General Motors' commercial trucks and vans. "Using Cinch's first-hand knowledge of the industry, we've been able to create a truck that fits the horse world's style and needs."

The Cinch edition truck was designed to protect horsemen's most valuable investment - the horses they're pulling behind them - and to deliver key comfort and entertainment elements that help drivers make the most of long days on the road.

The Cinch edition features the new Monroe Truck Equipment "So-Low" suspension, which brings endless benefits to Western enthusiasts and athletes as they haul their cargo.

"This new technology lowers the pickup box by four inches - to nearly the same height as a GM 3500 dually box," said Rick Rufenacht, Vice President of Marketing and Sales for Monroe Truck Equipment. "With the 'So-Low' suspension, we are able to produce a truck to complement most fifth-wheel or gooseneck trailers - providing a significant advantage over competitive trucks in this rapidly emerging market."

The Cinch edition also includes a custom Cinch seat package with distressed leather captain chairs, rear bench seat, the Cinch crest logo embroidered on the headrests, and the words "Cinch*Up" printed on the bottom of the rear window.

Adding luxury to this workhorse truck, the Cinch edition features a MTX Thunder Dome Axial Speaker upgrade, a custom console with a DVD player and a 15-inch flip-down TV/entertainment system with headliner-mounted speakers.

"Unbeatable fit and distinctive style are the hallmark characteristics of the Cinch brand, and this partnership with GM and Monroe will provide our loyal equine customers with yet another way to experience these traits in action," said Paul Leroue, president of Rocky Mountain Clothing Company, the company that manufactures Cinch Jeans. "We're excited to show our passion for the Western lifestyle in such a new and innovative way."

Rodeo athletes and fans alike have the added option of selecting the special Britt Bockius edition of the new Cinch truck. Bockius, a team roping heeler and 12-time National Finals Rodeo qualifier, collaborated with developers to create a signature vehicle with his personal logo on the custom floor mats and driver and passenger doors. As a professional rodeo competitor who hauls his horse to rodeos nationwide all year long, Bockius knows from experience the importance of having a vehicle that fits his Western lifestyle needs, making him the perfect personality to help upgrade the Cinch truck's key features.

The Cinch edition and Britt Bockius Cinch edition trucks will be available at Chevy and GMC dealerships, and medium-duty special retail locations across the country. The pickups also can be special ordered directly through Monroe Truck Equipment. Please visit www.ultimate-pickup.com or www.monroetruck.com for dealer information.

About Cinch Jeans: Denver-based Rocky Mountain Clothing Company launched Cinch in 1996 as a premium quality Western wear brand for men and today Cinch is a fashion leader in the Western marketplace. With a variety of styles and accessories including jeans, shirts, hats, knives and soon cologne, well-known country music artists and some of the best rodeo, bull riding and equine athletes in the world have selected Cinch for their on-stage, competition and out-on-the-town wardrobes because of the line's unbeatable fit and distinctive style. The brand's focus on fit and styling has made Cinch the brand of choice for professionals performing for their fans and competing in the arena, and for men who incorporate Western into their everyday lives. Cinch: Made for the Man Who Lives His Life in Denim. For more information, please visit www.cinchjeans.com.

About General Motors: General Motors Corp. (NYSE: GM), the world's largest automaker, has been the global industry sales leader for 75 years. Founded in 1908, GM today employs about 327,000 people around the world. With global headquarters in Detroit, GM manufactures its cars and trucks in 33 countries. In 2005, 9.17 million GM cars and trucks were sold globally under the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, HUMMER, Opel, Pontiac, Saab, Saturn and Vauxhall. More information on GM can be found at www.gm.com.

About Monroe Truck Equipment: Monroe Truck Equipment, with headquarters in Monroe, Wis., and five locations throughout the Midwest, has been in business since 1958 and has become a leading modification center through work and service above the industry standard. Monroe Truck Equipment distributes, installs and paints truck equipment and pickup truck accessories, in addition to manufacturing a complete line of snow and ice control equipment and an extensive line of truck bodies. Monroe Truck Equipment processes more than 18,000 trucks per year. Please visit www.monroetruck.com for more information.