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By William Maley Staff Writer - CheersandGears.com January 8, 2013 Back in late December, we reported that the fate of Chevrolet's current tagline, 'Chevy Runs Deep' would be decided within the first quarter of 2013. Today, Chevrolet has officially announced a new tagline, 'Find New Roads'. The new tagline will become the brand's global advertising message as Chevrolet begins its push to sell vehicles in 140 countries. “It’s more of an internal mantra as well as our external tagline. A lot of work is going on with our dealerships, a lot of work with our employees. This is just a continuation of that work and really bringing everything under one global vision,” said GM spokeswoman Cristi Vazquez to the Detroit Free Press. The new tagline will premiere in early February. Source: Detroit Free Press, General Motors William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] you can follow him on twitter at @realmudmonster. Related Story: Fate Of 'Chevy Runs Deep' To Be Decided In 2013 Press Release is on Page 2 Chevrolet Will ‘Find New Roads’ as Brand Grows Globally Aligns around the world behind singular vision 2013-01-08 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.” View full article -
By William Maley Staff Writer - CheersandGears.com January 8, 2013 Back in late December, we reported that the fate of Chevrolet's current tagline, 'Chevy Runs Deep' would be decided within the first quarter of 2013. Today, Chevrolet has officially announced a new tagline, 'Find New Roads'. The new tagline will become the brand's global advertising message as Chevrolet begins its push to sell vehicles in 140 countries. “It’s more of an internal mantra as well as our external tagline. A lot of work is going on with our dealerships, a lot of work with our employees. This is just a continuation of that work and really bringing everything under one global vision,” said GM spokeswoman Cristi Vazquez to the Detroit Free Press. The new tagline will premiere in early February. Source: Detroit Free Press, General Motors William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] you can follow him on twitter at @realmudmonster. Related Story: Fate Of 'Chevy Runs Deep' To Be Decided In 2013 Press Release is on Page 2 Chevrolet Will ‘Find New Roads’ as Brand Grows Globally Aligns around the world behind singular vision 2013-01-08 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.” -
William Maley Staff Writer - CheersandGears.com December 28, 2012 Back in 2010, Chevrolet introduced a new ad campaign with the tagline of 'Chevy Runs Deep'. The campaign was designed to emphasize the emotional connect between a person and a vehicle. However the campaign was met with mixed reactions. "I'm not sure that was appropriate for the mainstream market that they're in. They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer," said Polk Automotive analyst Thomas Libby. General Motors and its advertising agency, Commonwealth are weighing whether to keep the campaign or go with something else. "We have not made a decision yet. What does a global campaign look like and how do we execute it? Is it one line around the globe or is it different taglines? That's what we're looking at right now," said Chris Perry, Chevrolet's vice president of marketing. The fate of the campaign will be decided in the first quarter of 2013. Source: Detroit Free Press William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. -
William Maley Staff Writer - CheersandGears.com December 28, 2012 Back in 2010, Chevrolet introduced a new ad campaign with the tagline of 'Chevy Runs Deep'. The campaign was designed to emphasize the emotional connect between a person and a vehicle. However the campaign was met with mixed reactions. "I'm not sure that was appropriate for the mainstream market that they're in. They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer," said Polk Automotive analyst Thomas Libby. General Motors and its advertising agency, Commonwealth are weighing whether to keep the campaign or go with something else. "We have not made a decision yet. What does a global campaign look like and how do we execute it? Is it one line around the globe or is it different taglines? That's what we're looking at right now," said Chris Perry, Chevrolet's vice president of marketing. The fate of the campaign will be decided in the first quarter of 2013. Source: Detroit Free Press William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. View full article
