Chevrolet Introduces New Global Tagline – “Find New Roads”


Chevrolet Introduces New Global Tagline - 'Find New Roads'

With the seventh-generation Corvette due to be unveiled Sunday and more than 20 other vehicle launches planned globally in 2013, General Motors announced today that it will also begin a new Chevrolet advertising campaign next month.

That means the end of the road for the “Chevy Runs Deep” slogan, which debuted in 2010 and was met by some with indifference because they thought it was confusing and hard to translate into some languages. Our non-scientific poll, however, showed the overwhelming majority of the visitors to liked the slogan.

Regardless, with so many new models being launched in the coming months, the new slogan – “Find New Roads” – no doubt is very appropro.

Alan Batey, vice president, U.S. Sales, Service and Global Marketing, believes the time is right for the new campaign and slogan.

“We are continuing to grow globally, especially in key emerging markets,” Batey said, “and Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers.”

Indeed, the company will be hoping to continue a positive trend that has seen Chevrolet sales grow about 38 percent since the launch of the mid-size Cruze sedan, the brand’s first truly global vehicle, in 2009. Find New Roads will carry the banner for the brand as it develops new products and technologies for sale in more than 140 markets.

The new slogan summarizes Chevrolet’s commitment to align its engineering, design, and retail operations behind a single vision and communications platform, GM said.

“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.”

GM CEO Dan Akerson told The Wall Street Journal that the Find New Roads tag line “offers a challenge to people, which will give the tag line longer legs.” He said: “It will also mean different things to different people because the car represents different things to different people.”

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.”

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