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

Article by Christian A., 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

Recommended

A racing team is claiming that it has managed to break the lap record in its category in the ever-demanding Nurburgring circuit in 2016 while driving a road-going Volvo S60...
by - May 27, 2017
Aside from the officially confirmed BMW 8 Series, the next generation BMW M5 (F90) is getting a lot of attention from the fans, enthusiasts and even potential customers around the...
by - May 27, 2017
Automobili Lamborghini’s preparations for the production of its first ever sports utility vehicle, the new Lamborghini Urus, has reached new grounds as the Italian carmaker is disclosing plans to construct...
by - May 26, 2017
The upscale version of the GMC Yukon body-on-frame sport utility vehicle – the GMC Yukon Denali – has been refreshed for the 2018 model year. It now sports a new...
by - May 26, 2017
The largest gathering of Volkswagen and Audi cars in Europe is underway, and the German premium carmaker is displaying the third model of its G-Tron range at the 2017 Worthersee...
by - May 26, 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