Chevrolet image isn’t as easy as apple pie says marketing chief Joel Ewanick

Article by Christian Andrei, on August 29, 2010

Many of Chevrolet's marketers were disappointed when General Motors Co.'s new marketing chief Joel Ewanick scrapped the new "Excellence for All" tag line last month. However, the company defends this move, saying that nothing is better than the wrong thing. Meanwhile, its biggest rival, Ford, is fast gaining momentum in sales and image.

Ford is also getting higher sales with cars such as the Taurus. It's unfortunate that when potential buyers think of Chevrolet, they think about its mistakes, including its Rust Belt aura of poor quality.

Since Ewanick joined last month as General Motors Co. marketing Vice President, he has been had at work to define a new identity for Chevrolet, GM's topselling brand.

The brand isn't in major trouble but Ewanick is focused on getting it absolutely right. The Chevrolet marketing team, now being led by Jim Campbell, has been quickly switching top executives and ad agencies.

Earlier this month, many scoffed at the current team's move to discourage the use of the iconic Chevy nickname. What's become apparent is that Chevrolet's marketing strategy to emphasize heartland values isn't working.

Chevrolet, whose sales account for 72% of GM's 2010 sales through May, has to be able to keep loyal customers who prefer domestic brands as well as attract new buyers, who are likely to relate the brand to bad experiences.

Analyst Rebecca Lindland of IHS Automotive said that Chevy has to "evolve," which doesn't mean that it has to leave behind that heritage, but it could mean "leaving behind some baggage."

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Volkswagen Group’s dieselgate saga continues, but it appears the German company would be able to get out of trouble, but it would not be unscathed. This development comes as Volkswagen...
by - January 22, 2017
When a car has been in the market for nearly six years, it loses some of its luster and its customers tend to go for the all-new model with a...
by - January 22, 2017
Remember Zenos Cars, a British carmaker that specializes in designing and building lightweight and high-performance sports cars? If you are wondering how the company is faring with their E10 lightweight...
by - January 21, 2017
Mercedes-Benz has revealed that in 2017, its series 124 coupé will be celebrating its 30th anniversary. While this itself is a significant event, it will also mean that this model...
by - January 21, 2017
BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries