Jump to content
Sign in to follow this  
William Maley

Chevrolet News:Fate Of 'Chevy Runs Deep' To Be Decided In 2013

Recommended Posts

William Maley

Staff Writer - CheersandGears.com

December 28, 2012

Back in 2010, Chevrolet introduced a new ad campaign with the tagline of 'Chevy Runs Deep'. The campaign was designed to emphasize the emotional connect between a person and a vehicle. However the campaign was met with mixed reactions.

"I'm not sure that was appropriate for the mainstream market that they're in. They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer," said Polk Automotive analyst Thomas Libby.

General Motors and its advertising agency, Commonwealth are weighing whether to keep the campaign or go with something else.

"We have not made a decision yet. What does a global campaign look like and how do we execute it? Is it one line around the globe or is it different taglines? That's what we're looking at right now," said Chris Perry, Chevrolet's vice president of marketing.

The fate of the campaign will be decided in the first quarter of 2013.

Source: Detroit Free Press

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

Click here to view the article

Share this post


Link to post
Share on other sites

i thought it was a nice campaign, but maybe it's shelf life is not long. it's probably too touchy feely for chevy.

i see more and more ad campaigns that are successful are less about the actual product, and more about creating an icon or entertainment. for example, flo and progressive.. and now toyota has the jill chick or whatever who sits at the greeting desk.. so harmless, so friendly, so likable.

Chevy's under the blue arch is sort of that type of campaign. But they need to have ads that show the cars.

Share this post


Link to post
Share on other sites

With Ewanick gone, I'm sure the tagline will be gone. It needs to be replaced with something that's more forward-looking than reaching back into the past.

Share this post


Link to post
Share on other sites

I've always been partial to "the heartbeat of America" I remember it from my youth, and "like a rock"

Share this post


Link to post
Share on other sites

Growing America

Moving America Forward

America's Forward Mover

North American Made

They need something that brings in American Made, supporting and creating jobs in america. North America Made products are good for everyone and for you.

Share this post


Link to post
Share on other sites
I wonder what they use in other countries....

Interesting in searching I found that Life, Love and Living is a common theme on the international side.

Wiki had the history but also added a recent list of marketing themes used around the world.

http://en.wikipedia.org/wiki/Chevrolet

Found this one that actually covers marketing from the begining to the recent. Just click on the 10yr period in the year bar to see the messages.

http://adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/

Course this was published in Oct 19th 2011 on Marketing blunders and tips for businesses and of course GM has both in plenty.

http://internetmarketingtactics.org/international-marketing-case-study-blunders-tips-prevent/

Over all, I think a good program could be done on an international theme that would reduce marketing costs but raise global awareness of the products.

Share this post


Link to post
Share on other sites

I do have to admit I love the Glee Club advertising. :P

Share this post


Link to post
Share on other sites

Lets also hope they never do a Great things come out of Japan ad again from 1986. That was like the biggest black eye you could do to American workers.

Share this post


Link to post
Share on other sites

Interesting to see that comfort, quality and golden ride or as stated in the 1961 marketing message as a magic ride is a common theme from 1900 to current.

This seems to reinforce that they could easily come up with a Golden Quality Ride for the world message.

Share this post


Link to post
Share on other sites

Your content will need to be approved by a moderator

Guest
You are commenting as a guest. If you have an account, please sign in.
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoticons maximum are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

Sign in to follow this  



  • Today's Birthdays

    1. securemedsrx
      securemedsrx
      Age: 35
  • Similar Content

    • By William Maley
      Tesla's production hell seems to be only getting worse than better. Various issues at their Freemont plant has caused the automaker to push back their goal of producing 5,000 Model 3s from late last year to June of this year. This, in turn, has caused some holders of Model 3 reservations to have their order pushed back to 2019.
      “As we work hard to meet demand, we wanted to let you know that your estimated delivery timing has been adjusted to a slightly later window,” Tesla said in an email to customers.
      According to Bloomberg, the new date depends on when the reservation was placed and what model was chosen. Tesla is trying to get the more expensive long-range battery model out first before starting production of the cheaper standard battery model. This has buyers of the latter model worried as they might not get the full $7,500 tax credit. The credit begins to phase out once an automaker has built 200,000, something Tesla expects to hit sometime this year.
      The move has caused some reservation holders to take to various forums and Twitter to complain. Others are deciding to jump ship and buy a Chevrolet Bolt. Reuters reports that Chevrolet dealers in California are seeing a noticeable increase of Tesla shoppers interested in the Bolt.
      “We’re getting the Tesla people who wanted their Model 3. We ask them, ‘What other cars are you interested in?’ They’re mostly Tesla. But they want the car now. They don’t want to wait,” said Yev Kaplinskiy of Stewart Chevrolet.
      Kaplinskiy said they sold 15 Bolts last weekend.
      Chevrolet is taking advantage of the delay by emailing some prospective buyers this week with the message of, “Bolt EV: Now available.”
      Source: Bloomberg, Reuters

      View full article
    • By William Maley
      Tesla's production hell seems to be only getting worse than better. Various issues at their Freemont plant has caused the automaker to push back their goal of producing 5,000 Model 3s from late last year to June of this year. This, in turn, has caused some holders of Model 3 reservations to have their order pushed back to 2019.
      “As we work hard to meet demand, we wanted to let you know that your estimated delivery timing has been adjusted to a slightly later window,” Tesla said in an email to customers.
      According to Bloomberg, the new date depends on when the reservation was placed and what model was chosen. Tesla is trying to get the more expensive long-range battery model out first before starting production of the cheaper standard battery model. This has buyers of the latter model worried as they might not get the full $7,500 tax credit. The credit begins to phase out once an automaker has built 200,000, something Tesla expects to hit sometime this year.
      The move has caused some reservation holders to take to various forums and Twitter to complain. Others are deciding to jump ship and buy a Chevrolet Bolt. Reuters reports that Chevrolet dealers in California are seeing a noticeable increase of Tesla shoppers interested in the Bolt.
      “We’re getting the Tesla people who wanted their Model 3. We ask them, ‘What other cars are you interested in?’ They’re mostly Tesla. But they want the car now. They don’t want to wait,” said Yev Kaplinskiy of Stewart Chevrolet.
      Kaplinskiy said they sold 15 Bolts last weekend.
      Chevrolet is taking advantage of the delay by emailing some prospective buyers this week with the message of, “Bolt EV: Now available.”
      Source: Bloomberg, Reuters
    • By William Maley
      This past year has seen General Motors not be shy with scaling back operations in various international markets. The company sold off Opel/Vauxhall to PSA Group, ended sales of Chevrolet vehicles in India, and closed down their operations in South Africa. Now, GM's Korea operations are on the chopping block.
      Last week, GM CEO Mary Barra revealed that company officials were in discussion with minority owners and union officials that could lead to "some rationalization actions or restructuring."
      "We're going to have to take actions going forward to have a viable business," said Barra during a conference call talking about GM's 2017 financial results.
      Sales of GM vehicles in Korea have dropped 20 percent, while manufacturing costs have increased. This has made South Korea a poor place to export vehicles to other markets.
      This week, GM announced that it will shutter the Gunsan plant (one of the four plants operating in South Korea). The plant employs 2,000 out of the 16,000 workers employed at GM Korea. GM said the reason for the closure came down to high labor costs and low output. The plant only operated at 20 percent of its capacity last year according to Reuters. Unsurprisingly, the news angered the South Korean government and workers at the plant. 
      “The government expresses deep regret over GM’s one-sided decision to suspend and shut down” the plant, the finance ministry said in a statement.
      The ministry said it wants to conduct an audit of GM's operations help with the restructuring plan.
      As for workers at Gunsan plant, workers staged a protest yesterday, declaring the move a “death sentence”, and threatening a strike.
      “Let’s protect our right to live on our own,” said Kim Jae-hong, the leader of the workers’ union at the Gunsan branch.
      A GM Korea spokesman said the company "would continue discussions with the union and seek their understanding over the closure plan." Workers though aren't fully buying this.
      “We can’t accept this. The company informed us about the closure plan, not asking for our opinion. It was already the end of the discussions,” Dang Sung-geun, a senior official at the union of GM Korea told Reuters.
      “This is like a death sentence notice before the Lunar New Year holidays.”
      Source: Automotive News (Subscription Required), Bloomberg, Reuters (2)

      View full article
    • By William Maley
      This past year has seen General Motors not be shy with scaling back operations in various international markets. The company sold off Opel/Vauxhall to PSA Group, ended sales of Chevrolet vehicles in India, and closed down their operations in South Africa. Now, GM's Korea operations are on the chopping block.
      Last week, GM CEO Mary Barra revealed that company officials were in discussion with minority owners and union officials that could lead to "some rationalization actions or restructuring."
      "We're going to have to take actions going forward to have a viable business," said Barra during a conference call talking about GM's 2017 financial results.
      Sales of GM vehicles in Korea have dropped 20 percent, while manufacturing costs have increased. This has made South Korea a poor place to export vehicles to other markets.
      This week, GM announced that it will shutter the Gunsan plant (one of the four plants operating in South Korea). The plant employs 2,000 out of the 16,000 workers employed at GM Korea. GM said the reason for the closure came down to high labor costs and low output. The plant only operated at 20 percent of its capacity last year according to Reuters. Unsurprisingly, the news angered the South Korean government and workers at the plant. 
      “The government expresses deep regret over GM’s one-sided decision to suspend and shut down” the plant, the finance ministry said in a statement.
      The ministry said it wants to conduct an audit of GM's operations help with the restructuring plan.
      As for workers at Gunsan plant, workers staged a protest yesterday, declaring the move a “death sentence”, and threatening a strike.
      “Let’s protect our right to live on our own,” said Kim Jae-hong, the leader of the workers’ union at the Gunsan branch.
      A GM Korea spokesman said the company "would continue discussions with the union and seek their understanding over the closure plan." Workers though aren't fully buying this.
      “We can’t accept this. The company informed us about the closure plan, not asking for our opinion. It was already the end of the discussions,” Dang Sung-geun, a senior official at the union of GM Korea told Reuters.
      “This is like a death sentence notice before the Lunar New Year holidays.”
      Source: Automotive News (Subscription Required), Bloomberg, Reuters (2)
    • By William Maley
      Big January Gains for Chevrolet Crossovers and Trucks Drive GM Sales Increase
      Strong Start for Buick, Driven by Envision, LaCrosse Cadillac Escalade, ATS, XTS and XT5 Retail Sales up Sharply Commercial Deliveries Rise DETROIT — General Motors (NYSE: GM), which ended 2017 as the automaker with the fastest-growing crossover sales in the United States, today reported a 20 percent year-over-year gain in the segment in January, along with a 7 percent increase in truck deliveries. GM total sales in January totaled 198,548 units, up more than 1 percent.
      Demand for Chevrolet trucks and crossovers was very robust, helping the brand increase deliveries by 5 percent year over year:
      Chevrolet was the fastest-growing crossover brand of 2017, and January deliveries were up 40 percent. The all-new Equinox and Traverse, as well as the Trax and Bolt EV, all posted their best-ever January sales. Chevrolet’s unique three-truck pickup strategy delivered a 17 percent increase in deliveries, with the Colorado up 25 percent and the Silverado up 15 percent. It was the best January ever for Silverado crew cabs. Chevrolet Tahoe deliveries were up 22 percent. “All of our brands are building momentum in the industry’s hottest and most profitable segments,” said Kurt McNeil, U.S. vice president, Sales Operations. “Chevrolet led the growth of the small crossover segment with the Trax as well as the mid-pickup segment with the Colorado. Now, we have the all-new Equinox and Traverse delivering higher sales, share and transaction prices.”
      Buick and GMC
      Buick and GMC were major contributors to GM’s year-over-year growth in crossover sales and total sales. Buick also saw a major acceleration in LaCrosse deliveries, which contributed to a year-over-year sales increase of 4 percent for the brand.
      The GMC Terrain, which is all new for 2018, saw a 14 percent increase. The GMC Canyon posted a 5 percent gain. Buick Envision sales were up 14 percent for the vehicle’s best January yet.   Buick LaCrosse sales more than doubled to 3,006 units. Buick’s crossover momentum will continue to grow with greater availability of the redesigned Enclave, launched late last year, and the Regal TourX, which began arriving in dealerships in January.
      Cadillac
      Cadillac was strong in several segments, helping the brand earn a 9 percent increase in retail deliveries.
      Retail sales of the Escalade were up 12 percent year over year, the vehicle gained more than 2 points of retail segment share and ATPs rose by about $2,300. In addition, retail deliveries of the Cadillac XT5 crossover rose 9 percent, and the ATS and XTS were up 18 percent and 30 percent, respectively. Other GM Highlights (vs. 2017)
      Retail deliveries were down 2 percent and retail mix of total sales was 76 percent. Fleet sales were up 16 percent, with combined Commercial and Government deliveries up 44 percent and daily rental deliveries down 7 percent. GM’s incentive spending was 12.8 percent, down 1 point from a year ago, and down 2 points month over month, according to J.D. Power PIN estimates. Average transaction prices were up $1,270 year-over-year, according to J.D. Power PIN estimates.
  • My Clubs

  • Who's Online (See full list)

About us

CheersandGears.com - Founded 2001

We  Cars

Get in touch

Follow us

Recent tweets

facebook

×