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

Nikola Motor’s hydrogen-powered semi-trailer truck is highly appealing with its many advancements but don’t expect it to arrive in the near future. In November 2016, Toyota announced the possibility of...
by - December 5, 2016
Usually, it is up to resourceful spy photographers to take clear pictures of vehicle prototypes, especially those that have aroused a lot of interest. The same is true for Project...
by - December 5, 2016
The much-anticipated debut of the new Wrangler will surely happen. As it approaches, we’ve gathered all the latest information released so far. Of course, most are expecting that the next...
by - December 5, 2016
Nissan has announced the pricing for its new commercial pickup line. So for those who have been waiting for Nissan’s official price list (plus a little more info), read on… ...
by - December 5, 2016
Sorry folks, the AMG-fied Mercedes-Benz X-Class will remain in the fantasy world. According to some news, the AMG big boss has finally spoken up about why an AMG X-Class is...
by - December 5, 2016
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