General Motors will launch a new Chevrolet advertising campaign next month, replacing the “Chevy Runs Deep” slogan with a new one: “Find New Roads”.
It will be Chevy’s first global campaign and it will launch in the United States in the first quarter of the year. Later on the campaign will reach the other 140 markets where Chevrolets are sold, GM said today in a statement.
“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,” said Mary Barra, senior vice president of Global Product Development.
Chevrolet sales have grown about 38 percent since the 2009 launch of the Cruze mid-size sedan, the brand’s first truly global vehicle. “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.
Chevrolet adopted the “Chevy Runs Deep” slogan in 2010 with the arrival of former marketing chief Joel Ewanick. The tagline has been criticized for lacking a clear meaning and failing to translate well in some languages.