Just weeks after separating with long-time advertising partner Campbell-Ewald, Chevrolet will promote its vehicles by using new slogans, in a bid to overhaul the current marketing strategy. Top executives see GM's marketing strategy as a weak link in the company's turnaround effort, according to people familiar with the plan.
In a few weeks time, Chevrolet will start using a new tagline for its cars, expected to be “Excellence for All”. This new slogan will follow the famous Chevy tagline “See the USA in your Chevrolet”. For its trucks, GM is considering a phrase like “Most dependable, longest lasting”, which will replace the famous “Like a Rock” slogan, the Wall Street Journal claims.
The new tagline for General Motors’ top brand is part of GM’s recent initiative to put a greater focus on the actual vehicles. GM marketing head Mark Reuss recently told employees that the automaker will no longer rely on “celebrities and lawn mowers” to sell vehicles, referring to a Chevy television commercial that featured Howie Long and a Honda lawn mower.
Still, Chevrolet spokesman Klaus-Peter Martin admits that Chevy’s new tagline isn’t guaranteed to draw new interest to the brand. “Nobody can predict how well a campaign will resonate with consumers,” Martin was quoted as saying by leftlanenews.com. “At the end of the day, it is all about the product,” he added.
GM’s current market share of 18.7 percent is down from the company’s 20 percent share in 2008, but still up from 18.5 percent a year earlier.
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