According to Chris Perry, marketing vice president for Chevrolet, the automaker will change its marketing campaign at the beginning of 2013.
The “Chevy Runs Deep” campaign, which debuted in 2010, was created to appeal to the American customers’ historical sensibility, focusing on the emotional connection among families and the one between drivers and their cars. As the campaign received various reviews, Chevrolet and Commonwealth, its advertising agency, are considering alternatives to this campaign, as GM globalizes its core brand.
“We have not made a decision yet,” Perry said. “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.”
During the first eleven months of the year, Chevrolet’s sales reached 1.68 million units, an increase of 4.3% compared with the same period last year. The automaker plans to introduce 13 new, redesigned or refreshed models, among which the Silverado pickup and the Impala sedan.
“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.