Chevrolet to Replace 'Chevy Runs Deep' Slogan as Global Push Intensifies
Chevrolet is preparing to drop its 'Chevy Runs Deep' campaign in early 2013, as the brand weighs a new marketing approach to support its expanding global presence.
Chevrolet is preparing to end its 'Chevy Runs Deep' marketing slogan at the start of 2013. The decision comes as the brand’s leadership and its advertising agency, Commonwealth, consider a new campaign that better reflects Chevrolet’s ambitions beyond the US market. This move marks a significant shift for General Motors as it continues to globalise its core brand and prepares for a major product offensive in the coming year.
Chevrolet to Retire 'Chevy Runs Deep' Slogan
Background: The 'Chevy Runs Deep' Campaign
Launched in 2010, the 'Chevy Runs Deep' campaign was designed to tap into American nostalgia, emphasising the emotional connection between drivers, their families, and their vehicles. The campaign sought to reinforce Chevrolet’s deep roots in American culture and automotive history. While this approach resonated with some US buyers, the reception was mixed. Critics argued that the campaign’s focus on heritage did not translate as effectively in international markets, where Chevrolet is now seeking to expand its presence.
Chris Perry, Chevrolet's vice president of marketing, explained that the company has not yet made a final decision on the new campaign. The main question under consideration is whether to adopt a single global slogan or to tailor messaging for different regions. Perry noted that the brand and its agency are evaluating what a global campaign might look like and how it could be executed to appeal to diverse markets.
Chevrolet’s Global Expansion and Sales Performance
Chevrolet’s global expansion has placed new demands on its marketing strategy. In recent years, the brand has seen increased sales outside the United States. For example, sales in China have surpassed 218,000 units, making China Chevrolet’s third-largest market. This growing international presence has intensified the need for a marketing message that resonates with both established and emerging markets.
During the first eleven months of 2012, Chevrolet’s global sales reached 1.68 million units, representing a 4.3% increase compared with the same period the previous year. This sales momentum has encouraged the brand to rethink its marketing approach as it aims to sustain and build upon these gains.
New Products Drive Marketing Rethink
The timing of the slogan change coincides with a particularly active product year for Chevrolet. In 2013, the brand is set to introduce thirteen new, redesigned, or refreshed models. Among the most significant launches are the Silverado pickup and the Impala saloon, both of which are expected to play a central role in Chevrolet’s efforts to increase its market share in North America and abroad.
- 2014 Chevrolet Silverado pickup
- 2014 Chevrolet Impala saloon
- Other new or refreshed models planned for 2013
These product launches are intended to support Chevrolet’s global growth strategy, providing fresh offerings to attract new customers in both traditional and emerging markets. The brand’s ability to effectively market these vehicles will be crucial to their success, particularly as competition intensifies from established Japanese and Korean manufacturers.
Analyst Perspectives on the Slogan Change
Industry analysts have weighed in on Chevrolet’s marketing shift. Thomas Libby of Polk Automotive has observed that the new campaign will need to do more than evoke heritage. He suggests that Chevrolet must create a message that highlights a clear advantage or benefit to mainstream buyers, something that distinguishes the brand from Asian competitors. As Chevrolet aims to appeal to a broader international audience, the challenge will be to craft a message that is both relevant and compelling across diverse markets.
Global Campaign Options Under Review
Chevrolet and Commonwealth have yet to settle on the final direction for the next marketing campaign. Options under consideration include adopting a unified global tagline or developing region-specific messaging tailored to local preferences. The outcome of this decision will shape how Chevrolet presents itself as it pursues further growth outside the United States.
As Chevrolet prepares to launch its new products and expand its reach, the forthcoming marketing campaign will be closely watched by industry observers, competitors, and consumers alike. The ability to communicate a cohesive and appealing brand message will be essential for Chevrolet as it navigates the challenges of an increasingly global automotive market.
