It is official: Chevy no longer runs deep. Or at least it will stop running deep within a month or so.
Chevrolet, the bread-and-butter brand of General Motors Co., said today it will now organize its engineering, design and retail operations behind “a single vision and communications platform” called Find New Roads.
The new theme will begin appearing at the tail end of television commercials and in other advertising next month, a spokesman said.
If this sounds like a new tagline to replace the previous advertising battle cry of “Chevy Runs Deep,” that’s because it is. The old theme will be phased out as the new one takes over, the company said. Still, Chevrolet and other car makers often shun the term “tagline.”
Indeed, for some a memorable marketing theme seems closer to religion. Think of BMW’s decades-old chant of “Ultimate Driving Machine” or Ford’s legendary “Built Ford Tough” line for its trucks.
Chevy said Find New Roads is “a new guiding principle” that reflects its history of innovation and customer service.
“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, GM’s 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.”
Courtesy of The Wall Street Journal
No comments:
Post a Comment