Traverse City Record-Eagle

Business

January 9, 2013

Chevy adopts new slogan

'Find New Roads' geared toward drivers outside U.S.

DETROIT (AP) — Chevrolet is dropping its "Chevy Runs Deep" slogan and replacing it with the new tagline "Find New Roads," saying that it's better geared toward drivers outside the U.S.

The General Motors Co. brand pointed to its significant overseas expansion over the past several years, noting that it's developing products for sale in more than 140 markets around the world.

"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," GM marketing chief Alan Batey said in a statement.

"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," he said.

"Find New Roads" will be used in the brand's advertising starting in the U.S. this quarter.

GM unveiled the "Chevy Runs Deep" campaign in the fall of 2010. The ads drew on the brand's 100-year history and were narrated by movie and TV star Tim Allen, but failed to resonate with customers.

Joel Ewanick, who headed GM's global marketing when the campaign was launched, left the company in July.

The new campaign also comes after the March hiring of Commonwealth, a newly formed company, to handle the carmaker's global advertising.

1
Text Only

the BIZ

AP Video
Raw: More Than 100,000 Gather for Easter Sunday Raw: Greeks Celebrate Easter With "Rocket War" Police Question Captain, Crew on Ferry Disaster Raw: Orthodox Christians Observe Easter Rite Ceremony Marks 19th Anniversary of OKC Bombing Raw: Four French Journalists Freed From Syria Raw: Massive 7.2 Earthquake Rocks Mexico Captain of Sunken SKorean Ferry Arrested Raw: Fire Destroys 3 N.J. Beachfront Homes Raw: Pope Presides Over Good Friday Mass Raw: Space X Launches to Space Station Superheroes Descend on Capitol Mall Man Charged in Kansas City Highway Shootings Obama Awards Navy Football Trophy Anti-semitic Leaflets Posted in Eastern Ukraine Raw: Magnitude-7.2 Earthquake Shakes Mexico City Ceremony at MIT Remembers One of Boston's Finest Raw: Students Hurt in Colo. School Bus Crash Deadly Avalanche Sweeps Slopes of Mount Everest
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide