Chevrolet Will Target Porsche in its C7 Corvette Stingray Advertising


Chevrolet Will Target Porsche in Corvette Stingray Advertising

When you’ve got a winner, you take on all comers.

That’s the strategy Corvette and its ad agency are taking as the all-new 2014 Corvette Stingray hits the showroom floor in the third quarter of this year.

And guess who the Stingray will be taking direct aim at?

“Our No. 1 [target] will be Porsche,” said John Fitzpatrick, Corvette’s marketing manager. “We think we have a car that’s comparable.”

While Chevy says it will market the C7 toward the loyal faithful, it also wants to take away U.S. drivers who have always preferred European sports cars from Porsche, Mercedes-Benz, and Audi.

Chevy’s ad agency, Commonwealth, Detroit, has a three-part strategy to woo such drivers behind the wheel of the new Stingray.

Of course, we all know about the four videos on YouTube and a camo version of the Stingray that appeared in the Gran Turismo 5 video game last fall.

Then there was the Stingray that was awarded to Super Bowl MVP Joe Flacco after his outstanding performance this winter.

The third phase begins this fall when Stingray ads will show up in high-profile entertainment/sports programs and theaters.

If the campaign is successful, it might bring some sought-after younger blood to the Corvette showroom. The average Corvette owner is 55 as opposed to 48 for the Porsche.

One person who thinks the Stingray could be a real winner for Chevy is David Kiley, editor-in-chief of AOL Autos, who says it could become a “halo” car that attracts more 20-somethings and women to the rest of Chevy’s car and truck lineup “with aspirational and engaging stories about the new “Vette and Chevy brand … [and] creative linkage to Chevy Cruze, Sonic and Equinox.”

Of course, this “war” could be likened to trying to win a Chevy truck owner over to Ford, and vice versa. Chevy’s best hope may be to convince those riding the fence, who don’t have strong loyalties to Porsche and other European brands.

Advertising Age

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