By Jeffrey N. Ross, Autoblog.com - Between the global success of the Chevrolet Cruze and the poorly received "Chevy Runs Deep" tagline, Chevrolet will be aligning all of its marketing behind a new global campaign called "Find New Roads". Looking at the big picture, Chevrolet says this new tagline will be used to create "one global vision" as it prepares to launch 20 new models this year worldwide, and the North American market will be the first to see the new campaign sometime during the first quarter of this year.
More importantly, Chevy says that this tagline will be a crucial element in developing new products and technologies. We'll wait to see if this means that North America will be seeing more global products like we saw with the introduction of Ford's One Ford plan, but Chevy's spokesperson Christi Vazquez told us, "We have had success with global products like the Cruze and Sonic/Aveo and will continue to develop products with global markets in mind."
Read more about the new tagline in the press release below.
Chevrolet Will 'Find New Roads' as Brand Grows Globally
Aligns around the world behind singular visionDETROIT - Chevrolet is the world's fastest-growing major automotive grand and as it continues to expand its global operations it is aligning its engineering, design and retail operations behind a single vision and communications platform -- Find New Roads.
The foundation of this new guiding principle is Chevrolet's legacy of innovation and commitment to doing the right thing for consumers. Find New Roads will be the touchstone for the brand as it developes new products and technologies for sale in more than 140 markets.
"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."
Since the launch of the Cruze mid-size sedan -- the brand's first truly global vehicle -- in 2009, Chevrolet sales have grown about 38 percent.
"This is the right time to launch this initiative with over 20 vehicle launches globally in 2013," said Alan Batey, vice president, U.S. Sales, Service and Global Marketing. "We are continuing to grow globally, especially in key emerging markets, and Find New Roads will help us drive even more consistency -- both internally with our employees and externally with customers."
Chevrolet's approach to marketing and the retail experience is already aligning with this new global vision. Last year Chevrolet selected Commonwealth, a newly formed advertising agency, to service Chevrolet advertising around the world. The brand also has launched a program to train dealership personnal to approach every aspect of their business differently to improve the retail experience.
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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