Chevrolet looks to 'Find New Roads'
Chevrolet is debuting a new global advertising slogan for the brand, Ernst writes. Will 鈥淔ind New Roads鈥� be more of a success for Chevrolet than "Chevy Runs Deep"?
Chevrolet is debuting a new global advertising slogan for the brand, Ernst writes. Will 鈥淔ind New Roads鈥� be more of a success for Chevrolet than "Chevy Runs Deep"?
As ad slogans go, Chevrolet鈥檚 most recent effort, 鈥淐hevy Runs Deep,鈥� was hardly the automaker鈥檚 most successful. Panned by critics and consumers alike, we really aren鈥檛 sure why the meaningless phrase has endured for the past two years.
That鈥檚 about to change, as聽Chevrolet聽is debuting a new global advertising slogan for the brand: 鈥淔ind New Roads.鈥� It鈥檚 not as evocative as 鈥淟ike A Rock,鈥� but we鈥檒l certainly admit that it鈥檚 an improvement over the last effort.
Meant to symbolize the global alignment of Chevrolet鈥檚 engineering, design and retail operations, 鈥淔ind New Roads embraces the spirit of ingenuity that has been in Chevrolet鈥檚 DNA since the beginning and it will continue to guide every aspect of our business moving forward,鈥� according to Mary Barra, senior vice president of global product development.
鈥淎s we develop new products,鈥� Barra continues, 鈥渙ur designers and engineers will be empowered to find smarter solutions to address customer needs and make their lives better.鈥澛�
Given Chevrolet鈥檚 global product onslaught (which includes the聽new Corvette, the new聽SS sedan聽and a聽completely revised Camaro聽in the coming years), the time is right to establish a unified identity.
Said Alan Batey, vice president of U.S. sales, service and global marketing, 鈥淭his is the right time to launch this initiative with over 20聽vehicle聽launches globally in 2013...Find New Roads will help us drive even more consistency 鈥� both internally with our employees and externally with customers.鈥�
What鈥檚 your take on this? Is Chevy on the right road with its new tagline, or is it no better than the soon-to-be-forgotten Chevy Runs Deep?聽