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    Chevrolet Gets A New Tagline - Find New Roads



    By William Maley

    Staff Writer - CheersandGears.com

    January 8, 2013

    Back in late December, we reported that the fate of Chevrolet's current tagline, 'Chevy Runs Deep' would be decided within the first quarter of 2013. Today, Chevrolet has officially announced a new tagline, 'Find New Roads'.

    The new tagline will become the brand's global advertising message as Chevrolet begins its push to sell vehicles in 140 countries.

    “It’s more of an internal mantra as well as our external tagline. A lot of work is going on with our dealerships, a lot of work with our employees. This is just a continuation of that work and really bringing everything under one global vision,” said GM spokeswoman Cristi Vazquez to the Detroit Free Press.

    The new tagline will premiere in early February.

    Source: Detroit Free Press, General Motors

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.comor you can follow him on twitter at @realmudmonster.

    Related Story:

    Fate Of 'Chevy Runs Deep' To Be Decided In 2013

    Press Release is on Page 2


    Chevrolet Will ‘Find New Roads’ as Brand Grows Globally

    Aligns around the world behind singular vision

    2013-01-08

    DETROIT – Chevrolet is the world’s fastest-growing major automotive brand 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 develops 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 personnel 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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    The key here is they need a program that will meet the needs globally as Base Ball, Apple Pie and Cheverlet will just cut it else where.

    Whlile the globalization of Chevy has been a good thing in many areas it will lead to more generic marketing like Honda and Toyota. They keep a basic theme and then do spots locally that connect to the market it is in. It is the local marketing that will be the make or break in this deal.

    Not only is the Global marketing not easy the issues also comes into play with building the image of Chevy as a Value Leader but also all thing to all people as in economic transprotation, afforsable performance and luxury. These things cover a lot of area and makes it hard to focus the point of things. Lets face it marketing a Cadillac is much easier and to the point.

    Music will be done market to market I would assume since the world has many different taste. In America I hope they stay with a more Classic rock theme as it transends most demo's. The Like a Rock is had to top but they should be able to find something.

    One Idea I had for music is to sign a group like Journey and have them do different songs that would match different products and commercial themes. With the response that their music got on Glee has made me hate Don't Stop Believ'in but the public has really taken to it of all ages. They have a lot of other songs that could translate to the screen well.

    They also could use the Eagles or several other groups that have been around for years that have a wide appeal with young and old. Just look at what Zeppelin did for Caddy and how it got them noticed.

    The way I see it there is a lot of music here and they can do well to dig find that song or songs that everyone never changes the station on.

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    Journey is a truly awful suggestion. :puke: Awful in the '80s when they were current, awful in hindsight.

    Unfortunately for your suggestion, the widest- appeal music these days is sugary pop crapola, but it speaks to a demographic 40 years away (on average) from purchasing a new car.

    • • •

    IMO, taglines are vastly over-weighted. They change too often, and frankly they've all just about been done already. 100+ years and hundreds of brands later, and there's no new message to tell (not to mention they're all forced, anyway). Auto makers should definitely forgo issuing press releases about them, they're just not newsworthy.

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    The Eagles? Journey? Are we selling Park Avenue's here?

    I think it'd be a better idea if Chevrolet decided to get with the times and did an ad campaign, using themes that are relevant today. That's what ChryCo did with the 'Imported from Detroit' series and it provoked a response.

    I'm no fan of today's music but using something that's from 1983 or '73 screams 'We're stuck in the past.'

    At the very least, go with something along the lines of this:

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    blah. "find new roads"

    punt.

    it's sort of ok, it won't cause a rise in sales.

    however the part about it also being an internal call is interesting. from that perspective, it's a decent idea.

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    Can you really have a global tag line? Words mean different things in different cultures. "Baseball, Hot Dogs, Apple Pie and Chevrolet" just doesn't play well in Saudi Arabia. Chrysler's "Imported from Detroit" along with the Eminem song are so distinctly American I wonder if they would have a repulsive effect in say, France.

    The only one I can think of who got away with a truly global tag line (twice) was Volkswagen with "Fahrvergnügen" and "Das Auto"

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    They need a global tag, but one that actually tends to strike home more.

    Take one home to the Family!

    Choice of Familes around the world!

    Exploring New Frontiers!

    Chevy, Breaking Barriors!

    Cheverlote, Breaking Bounderies!

    I think we need to spend some time working on a Global tag line and then submit them to GM. :)

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    “It’s more of an internal mantra as well as our external tagline. A lot of work is going on with our dealerships, a lot of work with our employees. This is just a continuation of that work and really bringing everything under one global vision,” said GM spokeswoman Cristi Vazquez to the Detroit Free Press.

    Hm, where'd we see this before? Oh right, Ford: http://www.forbes.com/sites/dalebuss/2012/06/14/go-further-brand-message-is-aimed-at-fords-employees-too/

    The difference is that "Go Further" sends a clear and direct message to strive for the very best, whereas "Find New Roads" implies a company wandering around, dabbling in a bit of everything, without any direction or focus.

    Also, as Chevrolet is more of a brand than an organization, it will be difficult to implement this mantra at every level. It might work on the sales and marketing side, but I can't see it being used to motivate the engineering team, since they do work on multiple brands. If they're serious, it should have been a corporation-wide mantra. With Ford, the brand and the organization are one.

    Going back to tag lines, GM branding in general is horrible. The Cadillac and Buick websites, in particular, are the worst. The brands always try to reinvent themselves ("we promise, it's different this time!") yet the effort is never sustained.

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    Find New Roads I can see as an Internal Company wide Mantra to push the engineers to go where they have not gone before. Otherwise I agree for Chevy this is pretty much a DOA mantra.

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    Journey is a truly awful suggestion. :puke: Awful in the '80s when they were current, awful in hindsight.

    Unfortunately for your suggestion, the widest- appeal music these days is sugary pop crapola, but it speaks to a demographic 40 years away (on average) from purchasing a new car.

    • • •

    IMO, taglines are vastly over-weighted. They change too often, and frankly they've all just about been done already. 100+ years and hundreds of brands later, and there's no new message to tell (not to mention they're all forced, anyway). Auto makers should definitely forgo issuing press releases about them, they're just not newsworthy.

    It was just one of many they could apply. It has worked well for Honda here in this area as in Anyway Way You Want It.

    What you consider awful has been playing well with all ages right now. Journey is not my favorite group but they have really reach out again even with the young. My son who is 12 has it on his I pod.

    The whole point is you need a song or music that reaches all ages with the message you are promoting. This is something the Black Eye Peas will can not do. On the other hand the Black Keys now have a wider appeal and reach many. They even have law suits out to stop copy cat songs some advetisers are using. I was not a fan till just recently even though they are from here. They get air time from every thing from Pop stations to Niki Sixx on XM. Even Billy GIbbons plays with them now and then.

    The kind of song we are looking for is even like Sweet Home Alabama that has sold everything from Chicken to you name it over the years. Like a rock was one that gave good appeal over all groups of buyers and it was a song you could get into your head all day.

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    GM and Chevy are to the point they need to express the global thinking of we are moving ahead and don't look back. We are a new company and not the same mess we were 10 years ago. I would love to see a head well spoken person from GM go public like Lee did for Chrysler and really drive the point home that it is a different ball game.

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    The only one I can think of who got away with a truly global tag line (twice) was Volkswagen with "Fahrvergnügen" and "Das Auto"

    'Das Auto' = 'the car' = 'Pontiac is car'. Fahrv..... did work well however.

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      For the development of the Colorado ZR2, Chevrolet developed new off-road test areas at General Motors’ Yuma, Arizona Proving Ground.
      The Yuma Proving Ground is located on 2,400 acres of land in southeastern Arizona. Opened in 2009, Yuma features a range of tracks, laboratories and courses. 
      The new off-road facility features a multitude of off-road simulations, including high-speed desert sand trails; low-speed, loose river rock crossings; and steep, technical hill climbs and descents.
      Yuma Proving Ground’s new off-road course allowed the team to test multiple iterations of components on the ZR2 is a single day. These components were then tested a real-world facilities like Moab, Johnson Valley, and Rubicon to ensure the ZR2 is trail-ready right from the factory.

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    • By William Maley
      It was three years ago that Chevrolet showed off the Colorado ZR2 concept at the LA Auto Show. It was a mean looker with an aggressive look, raised suspension, and meaty off-road tires. Imagine our surprise when Chevrolet revealed the production version tonight in Los Angeles.
      The 2017 Colorado ZR2 keeps the mean look of the concept with a new front end treatment, raised hood, skid plates, 31-inch Goodyear Duratrac tires mounted on 17-inch wheels, and an optional spare tire carrier in the bed.
      But under the skin is where the juicy changes are. Chevrolet has widened the track by 3.5-inches, raised the suspension by 2-inches and equipped it with unique spool-valve dampers from Multimatic - yes the same folks who are being tasked with building the upcoming Ford GT. The dampers first used on the Camaro Z/28, come with six different tuning curves up front, and four in the rear to provide better ride and handling characteristics over different terrains. 
      Engine choices include the 3.6L V6 (308 horsepower, 275 pound-feet) and 2.8L Duramax Turbodiesel (181 horsepower, 369 pound-feet). The four-wheel drive system features a set of electronic-locking differentials for the front and rear axles.
      No word on pricing on when the Colorado ZR2 will arrive at dealers.
      Source: Chevrolet
      Press Release is on Page 2


      New Colorado ZR2 A "Segment of One" Among Off-Road Pickups
      New performance variant of the Chevrolet Colorado excels in tight two-tracks, technical rock-crawling, fast desert running and on pavement LOS ANGELES — Just as introduction of the Chevrolet Colorado reset the bar for mid-size trucks, the new Colorado ZR2 is poised to reset expectations for off-road trucks. Chevy’s new performance halo for the Colorado lineup will feature more off-road technology than any other mid-size pickup when it goes on sale.
      The ZR2 is effectively a segment of one, combining the nimbleness and maneuverability of a mid-size pickup with a host of new off-road features and the most off-road technology of any vehicle in its segment.
      Compared to a standard Colorado, the ZR2 features a much wider track and a lifted suspension. Functional rockers have been added for better performance over rocks and obstacles, and the front and rear bumpers have been modified for better off-road clearance.
      Class-exclusive features include front and rear electronic locking differentials, available diesel engine, and the first off-road application of Multimatic Dynamic Suspensions Spool Valve (DSSVTM) damper technology.
      As a result, the Colorado ZR2 delivers exceptional performance in a variety of scenarios – from technical rock crawling to tight two-track trails to high-speed desert running to daily driving.
      “Our engineers have been incredibly successful developing Corvette and Camaro performance variants with broad performance envelopes,” said Mark Reuss, executive vice president, Global Product Development, Purchasing and Supply Chain. “The ZR2 applies that same philosophy to off-road performance. You can go rock crawling on Saturday, desert running on Sunday, and comfortably drive to work on Monday. This truck can do it all, and do it all well.”
      First off-road application of Multimatic DSSV dampers
      To achieve this unprecedented balance of on- and off-road performance, the Chevy engineering team turned to a surprising partner in creating the ZR2’s dampers, which are the heart of any off-road truck.
      Multimatic Inc., based in Markham, Ontario, is a renowned maker of high-performance Dynamic Suspensions Spool Valve (DSSV) dampers as used in championship-winning motorsport vehicles, including recent Formula One winners.
      The first volume production vehicle to use DSSV dampers was the 2014 Chevrolet Camaro Z/28. The 2017 Chevrolet Colorado ZR2 will be the first application of Multimatic DSSV damper technology to an off-road vehicle.
      “From our experience on Z/28, we knew the performance advantages offered by DSSV dampers, “ said Mark Dickens, executive director, Performance Variants, Performance Parts and Motorsports Engineering, Chevrolet. “We also know that Multimatic’s motorsport development mentality would allow us to bring a uniquely precise and repeatable custom damper to market even more quickly than a traditional damper system.”
      Compared to deflected-disk valving common on most dampers, the ZR2 employs spool valves that offer increased precision and manufacturing repeatability along with enhanced ride and handling performance both on- and off-road.
      The Colorado ZR2’s DSSV dampers are position-sensitive. Their aluminum bodies each house two spool valves providing both compression and rebound damping optimized for everyday driving. During extreme off-road use, a third, piston-mounted spool valve delivers additional, uniquely tuned, compression damping. The front dampers also employ a separate rebound valve, which comes into play when the suspension approaches full extension.
      “A traditional, deflected-disc damper only offers two force-velocity curves for tuning,” Dickens said. “The ZR2 dampers offer six tuning curves for the front, four at the rear. For the driver, this translates to greater confidence and control in a wider range of driving experiences.”
      Design meets mud, sand and rock
      Visually, the production version of the Colorado ZR2 closely resembles the concept shown at the 2014 Los Angeles Auto Show. Consumer response to that concept was so overwhelming, the team knew they needed to carry as much of the original design into production as possible.
      “For both the concept and the production versions of ZR2, the exterior design was shaped by the desire to improve capability driving over mud, sand and rock,” said Rich Scheer, director of design for Chevrolet Truck. “The wider, more aggressive stance, modified front and rear bumpers, and even the bed-mounted, spare-tire carrier all improve performance driving over rough terrain.”
      Compared to a Colorado Z71, the ZR2 has a more aggressive side profile, with the suspension lifted two inches for greater ground clearance. The steel-tube, functional rocker protectors will be standard equipment on the ZR2, and are strong enough to protect the body side while dragging the truck against a rock face.
      The ZR2 also features 17 x 8 inch aluminum wheels, in a pattern exclusive to the ZR2, wrapped in 31-inch Goodyear Duratrac off-road tires for exceptional traction. 
      The front and rear track has been widened by three-and-a-half inches, with new cast-iron control arms for greater durability in off-road situations. As a result, the ZR2 offers greater wheel travel and stability while traversing steep grades.
      The front bumper of the ZR2 has tapered ends, to increase the tire clearance when approaching obstacles. The bumper also integrates a thick, aluminum skid plate protecting the radiator and engine oil pan, while the transfer case is protected by an additional shield. Above the bumper, the ZR2 features a more aggressive grille and hood – with black insert – to complement the other exterior changes.
      A bed-mounted spare tire carrier, seen on reveal vehicles at the Los Angeles Auto Show, will be available as an accessory. “The bed-mounted spare tire adds a rugged look to ZR2, and serves a functional purpose. By relocating the spare to the bed, ZR2’s departure is improved and prevents any damage to the spare when you’re crawling over obstacles,” said Scheer.
      Class-exclusive electronic lockers, available diesel engine
      The ZR2 also features the most sophisticated four-wheel drive system in the segment. With class-exclusive, electronic-locking differentials front and rear and Chevrolet’s AutoTrac transfer case, the ZR2 offers nine drive configurations:
      2WD 2WD, locked rear differential Auto 4WD Auto 4WD, locked rear differential 4WD Hi, locked transfer case 4WD Hi, locked transfer case and locked rear differential 4WD Lo, locked transfer case 4WD Lo, locked transfer case and locked rear differential 4WD Lo, locked transfer case, locked front and rear differentials Extensive work was done to integrate the electronic lockers and allow them to seamlessly interact with the traction control, stability control, and hill-descent control. In addition, a new “Off-Road Mode” button, in combination with the traction control switch, allows the anti-lock brakes, traction control, and stability control calibrations to be tailored to different driving conditions. Off-road Mode also alters the throttle progression and shifts calibrations to give the driver better control and responsiveness.
      The ZR2 shares its powertrains with the 2017 Colorado, and it will be the only extreme production off-road truck to offer the choice of gas or diesel engines.
      The all-new 3.6L V-6, mated to a class-exclusive Hydra-Matic 8L45 8-speed automatic transmission, yields 308 horsepower and 275 lb-ft of torque, while the class-exclusive Duramax diesel engine produces 181 horsepower and 369 lb-ft of torque and will provide excellent range to overland drivers.
      Even with all of the off-roading upgrades over the base truck, the ZR2 can still tow up to 5,000 lbs. – enough to pull a camper, trailer dirt bikes, jet skis, snow mobiles and other toys – or carry 1,100 lbs. of payload.
      As such, the Colorado ZR2 offers a distinct position in the market: Compared to other midsize trucks, the Colorado offers an unrivaled suite of powertrain technologies; compared to full-size off-road trucks, the ZR2 is about a foot narrower and 500 pounds lighter, enabling greater agility over obstacles and better trail access.
      “It’s amazing what a difference a foot of width makes off road,” said Dickens. “The smaller size of the Colorado is a huge enabler for taking the ZR2 more places, and getting it through tighter spots than you could access with a full-size truck.”
      New, off-road development track at GM’s Yuma Proving Ground
      For the development of the Colorado ZR2, Chevrolet developed new off-road test areas at General Motors’ Yuma, Arizona Proving Ground.
      The Yuma Proving Ground is located on 2,400 acres of land in southeastern Arizona. Opened in 2009, Yuma features a range of tracks, laboratories and courses. 
      The new off-road facility features a multitude of off-road simulations, including high-speed desert sand trails; low-speed, loose river rock crossings; and steep, technical hill climbs and descents.
      Yuma Proving Ground’s new off-road course allowed the team to test multiple iterations of components on the ZR2 is a single day. These components were then tested a real-world facilities like Moab, Johnson Valley, and Rubicon to ensure the ZR2 is trail-ready right from the factory.
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