By Mark Rechtin, Automotive News - Chevrolet is pondering ending the use of its "Chevy Runs Deep" advertising tag line.
"It is in play," said Chris Perry, vice president of Chevrolet marketing. "We might transition."
The fate of the tagline has been in limbo since reports emerged this past spring. A decision has been expected this past summer, Automotive News reported in April.
With the upcoming "13 in '13" promotion that involves a swath of new U.S. vehicles in the next 15 months, as well as the expansion of the Chevrolet brand in other markets, Chevy is pondering whether the current tag line "plays a role here and globally," Perry said.
He confirmed that study teams have been created at Chevrolet and its advertising agencies to evaluate new tag lines. However, changing the tag line is not a fait accompli, Perry cautioned.
"I have nothing to announce right now," he said in an interview on the sidelines of the Specialty Equipment Marketing Association show here.
He added: "We want it to be a rallying cry for dealers, owners and (our employees) that is translatable around the world. I"m not saying we'd use the same American phrase around the world, just something where the meaning translates."
The fate of Chevrolet advertising has been in turmoil for most of this year.
In March, Chevrolet handed global marketing responsibilities to new agency Commonwealth, a 50-50 joint venture, combining San Francisco's Goodby, Silverstein & partners, an Omnicom Group company, and New York's McCann Erickson Worldwide, an Interpublic Group company.
In July, GM fired Joel Ewanick as chief marketing officer after disagreements over the vetting of a $559 million Chevrolet sponsorship deal with English soccer clob Manchester United.
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