General Motors Co drops its Chevy Runs Deep marketing campaign in favor of a new one that an official said would suit global consumers. The new tag, Find New Roads, is the automaker’s first try at a global message for Chevrolet, which is one of the two brands that GM wants to position as a global brand. GM is preparing to launch 20 Chevrolet vehicles across the globe.
The tagline reflects the change in the brand’s customers, who are now located mostly outside the United States. Ten years ago, the US market accounted for around 70 percent of Chevrolet sales. At present, it composes 36 percent.
Alan Batey, head of US sales and global marketing, said that the new slogan’s meaning might differ within various countries and buyers of several models. It means different to different people in different market segments.
The first ads for the campaign will be launched in the United States this quarter and will roll it out later across the globe. This is the first campaign from Commonwealth, which is a joint venture of two of GM’s largest ad agencies.
GM and Commonwealth worked on the marketing campaign for around six months. The new slogan will serve as an internal rallying cry for GM workers to focus on product development. Chevrolet’s ads usually have a patriotic tone. In the 1970s, GM came out with Baseball, Hot Dogs, Apple Pie, and Chevrolet. In the 1980s, it ran the Heartbeat of America campaign.
Chevy Runs Deep was the brainchild of Joel Ewanick. He was fired last year as GM’s head of US marketing. The campaign was planned to be part of Chevrolet’s 100 year anniversary celebration. But critics said that the campaign didn’t connect with customers. GM officials hope that the new tagline would do better in selling Chevrolet cars and trucks.