Chevrolet sees inspiration from Buick for its regional advertising

Article by Andrew Christian, on November 17, 2014

Chevrolet could just look at its sister brand Buick for direction for its next regional, or Tier 2 advertising, global brand chief Alan Batey told Automotive News in an interview. He said that he likes the alignment between Buick's national advertising campaign and its regional commercials – both using the same theme to advertise their latest products.

Batey said they want all of their ads having a certain look, which means that Tier 2 commercials would “play off“ Chevrolet's national advertising. He told Automotive News that he wants to a Chevrolet Tier 1-Tier 2 ads linkage similar to that to Buick. Currently, Chevrolet approach to its Tier 2 advertising is under a transition.

For instance, Early, Chevrolet silently phased out its "Under the Blue Arch" campaign, which dealers say had made salespeople look silly or unprofessional. For this year, the brand’s Tier 2 advertising centered on the Silverado pickup that was redesigned for MY2014.

Regional ads this summer and fall set to Kid Rock's "Born Free" have been used to plug the brand summer offers while supporting its Truck Month promotion in September and October.

Likewise, much of Tier 2 advertising focus in the second half have been dedicated to the rollout of 4G LTE broadband connectivity in many Chevrolet vehicles. According to Batey, Chevrolet is rolling out 4G LTE broadband connectivity "as we would a new vehicle."

But as new product launches at Chevrolet is slowing down, the brand is looking for a new direction for its regional advertising. He said that future Chevrolet ads will still prominently display its stores but will carry features of the brand’s national advertising. [source: automotive news - sub. required]

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