In a move that no doubt reflects the brand’s renewed commitment to establishing a singular global vision, Chevrolet will be adopting a new slogan. Vehicle engineering, design and retail operations will fall in line behind the Chevy marketing campaign slogan “Find New Roads,” reports Automotive News.
Find new roads for Chevy success
As a slogan, “Find New Roads” trumpets the fast-growing automaker’s push to introduce new products and technologies in over 140 global markets. According to Chevrolet’s Senior Vice President of Global Product Development, Mary Barra,
“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. 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.”
A global Cruze toward sales growth
In 2009, Chevrolet introduced the Chevy Cruze, a mid-sized sedan that proved to be the automaker’s first model to be released internationally. Since that time, global sales have grown by 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.”
Chevy’s ad agency echoes global vision
In 2012, Chevrolet “found new roads” with advertising agency Commonwealth in order to leverage more global business. In addition, Chevy has initiated a global training program that educates dealership employees as to how the Chevy retail experience can be maximized for the consumer.
Find New Roads advertising will begin this quarter, cementing the Chevrolet brand message consistently worldwide.
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