May
05
To Sell the Stingray, Chevy Plans to Target Porsche
Posted in: Uncategorized
Corvette says there is a substitute for Porsche. And it’s the all-new 2014 Corvette Stingray hitting showrooms this fall.
General Motors’ Chevrolet and ad agency Commonwealth, Detroit, are plotting an ambitious marketing strategy for one of the automaker’s biggest launches of the year.
Chevrolet will market the seventh-generation vehicle toward loyal Corvette owners, but also wants to “conquest” U.S. consumers who prefer European two-seaters from Porsche, Mercedes-Benz and Audi. It’s taking special aim at its biggest rival in the premium-sports-car segment: Porsche, whose North America creative business, which has been handled by Cramer-Krasselt, is in review.
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