GM’s Interim CMO Alan Batey Talks About Chevy’s ‘New Road’
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Since its founding in 1911 in Motor City, Chevrolet has gone from being as American as apple pie to a global brand that’s selling some 4 million cars and trucks in more than 140 markets. That evolution means the patriotic messaging used to sell the brand to consumers in the past — slogans such as “See the USA in Your Chevrolet,” “Heartbeat of America,” “An American Revolution,” and, its most recent rally cry, “Chevy Runs Deep” — won’t resonate with a huge segment of the market anymore.
So parent company General Motors Co. today announced a new tagline for the brand: “Find New Roads.”
“Chevy Runs Deep,” the previous tagline was ushered in by former CMO Joel Ewanick and U.S. agency Goodby Silverstein & Partners. Mr. Ewanick brought in the Omnicom shop after he tossed aside longtime Campbell-Ewald and Publicis, and they unveiled the tag during the World Series in 2010. GM was immediately met with wide criticism from car buffs who claimed that “Chevy Runs Deep” lacked substance, with Jalopnik going so far as to call it as the “worst slogan ever.”
