Chevrolet Launches New Global Tagline: Find New Roads
As Chevrolet continues to position the launches of their vehicles towards a global market, they have dropped their current moniker "Chevy Runs Deep" in lieu of a more globally positioned phrase "Find New Roads". With Chevrolet continuing to be the world’s fastest-growing major automotive brand and as it continues to expand its global operations it has aligned its engineering, design and retail operations behind a single vision and communications platform – Find New Roads.
When Chevrolet reemerged from their crisis in 2009/2010 they strongly rose with the "Chevy Runs Deep" campaigns effectively touching on the American and Canadian roots that helped define the history of the brand. 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 Chevrolet's 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.”
“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.”
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.”