Join Date: Nov 2004
Chevrolet debuts new marketing slogan, ditches “Chevy Runs Deep” for “Find New Roads”
So you know the whole “Chevy Runs Deep” marketing campaign that we’ve all become accustomed? Well, that seems to have been scrapped, which comes to no surprise after the man who concocted the whole plan—former Chief Marketing Officer, Joel Ewanick—was relieved of duty from General Motors. Taking its place is an all new slogan, “Find New Roads,” as a way of General Motors, particularly Chevrolet, globalizing their marketing strategies.
“Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward,” said Mary Barra, senior vice president of Global Product Development. “We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision.”
Now, in this day and age, reading that without any association to any brand, would make most auto enthusiasts assume it was for some manufacturer famous for making cars that are great to drive and thus, implying that the brand makes great drivers cars—or at least, that was my first impression. That said, I do and don’t find the new slogan fitting.
I do find it fitting, because it is somewhat reminiscent of Chevrolet’s “DNA,” as they call it. And that’s because Chevrolet has a rich history of associating itself as a maker for the masses in the United States, sort of making them partially responsible for mobilizing America (partially because there are the many other American brands who participated as well). In other words, they always paraded themselves as the suppliers of machines that gave many of us the freedom to explore, allowing many of our preceding generations to take advantage of the freedom of mobility in this country. That said, I’m sure most of you agree that Chevrolet has a very strong and integral relationship to motoring and automotive culture in this country. Case in point, my father’s first car was a ’68 Chevrolet Camaro Z28—and I always drill him for not keeping it.
The only reason I don’t find it fitting is that most of Chevrolet’s offerings aren’t the first cars to come to mind when one would want to pilot an automobile to explore new roads. I always imagined a nice, European or Japanese sports coupe or sedan as a proper vehicle for exploring new roads. Additionally, I didn’t exactly find much wrong with “Chevy Runs Deep.” But then again, I could be over (or under) thinking it. And it does make more sense for their global marketing strategy.
“Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets,” said Alan Batey, vice president, U.S. Sales, Service and Global Marketing. “The theme has meaning in mature markets like the U.S. as well as emerging markets like Russia and India, where the potential for continued growth is the greatest.”
For full details, check out the press release after the jump.
DETROIT – Chevrolet is the world’s fastest-growing major automotive brand and as it continues to expand its global operations it is aligning its engineering, design and retail operations behind a single vision and communications platform – Find New Roads.
The foundation of this new guiding principle is Chevrolet’s legacy of innovation and commitment to doing the right thing for consumers. Find New Roads will be the touchstone for the brand as it develops new products and technologies for sale in more than 140 markets.
“Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward,” said Mary Barra, senior vice president of Global Product Development. “We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision.
“As we develop new products our designers and engineers will be empowered to find smarter solutions to address customer needs and make their lives better.”
Since the launch of the Cruze mid-size sedan – the brand’s first truly global vehicle – in 2009, Chevrolet sales have grown about 38 percent.
“This is the right time to launch this initiative with over 20 vehicle launches globally in 2013,” said Alan Batey, vice president, U.S. Sales, Service and Global Marketing. “We are continuing to grow globally, especially in key emerging markets, and Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers.”
Chevrolet’s approach to marketing and the retail experience is already aligning with this new global vision. Last year Chevrolet selected Commonwealth, a newly formed advertising agency, to service Chevrolet advertising around the world. The brand also has launched a program to train dealership personnel to approach every aspect of their business differently to improve the retail experience.
In addition to driving internal consistency for Chevrolet, Find New Roads also will be used in advertising around the world, beginning in the United States this quarter.
“Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets,” said Batey. “The theme has meaning in mature markets like the U.S. as well as emerging markets like Russia and India, where the potential for continued growth is the greatest.”
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.