Chevrolet puts sleek styling at center of “Malibu State of Mind” campaign

Article by Anita Panait, on October 3, 2012

Chevrolet has launched an advertising campaign that would market its Malibu mid-sized sedan as a fashionable alternative to the Honda Accord and other rivals. Chevrolet has unveiled a new commercial for the 2013 Malibu, which shows the redesigned sedan makings its way through the hill driven by a slender, sleeveless woman.

The "Malibu State of Mind" campaign attempts to emphasize the mid-sized sedan’s look and feel: "sleek" new styling with "sport-sculpted seats" and "refined comfort."  The commercial is in contrast to the new spots for the Honda Accord and Nissan Altima, which flaunts fuel economy and safety features.

Chris Perry, Chevrolet’s global marketing chief, told Automotive News of how looks could affect consumer picks. Perry said that if one puts the Malibu next to an Accord or Camry, a buyer would probably prefer the Malibu to be parked in his driveway.

Perry remarked that the success of the next-generation Malibu is "hugely important" for Chevrolet and for parent company General Motors, as it prepares to draw battle in the toughest yet largest car segment in the United States, the mid-sized sedan segment. To increase its rankings from No. 5 spot in the mid-sized segment, the Malibu must retain current owners and attract new ones.

According to Perry, the Malibu's taut, more-muscular styling can extend the advantage that it already has among female buyers. Chevrolet has also signed a partnership deal with New York fashion designer Isaac Mizrahi to launch a fashion line, "Malibu Style," to be released this fall. The "Malibu State of Mind" campaign could also mean a new start for or what many dealers perceive as an understated launch of the redesigned Malibu.

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