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GM's Chevrolet Brand Finds New Roads
DETROIT -- Chevrolet is adopting a new marketing tag line – “Find New Roads,” which General Motors Co. says better expresses the expansion of its global operations and alignment of its engineering, design and retail operations.
“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 Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision.”
GM describes Chevrolet as the “world’s fastest-growing major automotive brand” and says new products and technologies are being developed for sale in 140 markets.
Since the launch of the Cruze mid-size sedan – the brand’s first truly global vehicle – in 2009, Chevrolet sales have grown about 38%, according to the automaker.
“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. “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. 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.”
The new tag line will be used in advertising around the world, beginning in the United States this quarter.
SOURCE: General Motors Co.
Published by The Business Journal, Youngstown, Ohio.
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