Chevrolet sees inspiration from Buick for its regional advertising

Article by Christian Andrei, 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]

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Hyundai is making the green vehicle race more competitive by offering three powertrain types -- pure electric (EV), hybrid (EV plus combustion engine) and plug-in hybrid (PHEV) – in one...
by - December 9, 2016
Although specs for the new Renault Megane had already surfaced several weeks ago, we didn’t know that the company has cooked up something new. Aside from the 200hp gasoline, Renault‘s...
by - December 9, 2016
For the first time in fifty-eight years, Infiniti registers its first US-Spec Q60 Coupe in Cuba. American products have not been allowed entry into Cuba for six decades. But it...
by - December 9, 2016
Chevrolet has already given out the pricing for some of its 2018 Equinox models. Not only will the new Equinox be available in both the US and Canada, it is...
by - December 9, 2016
Nearly all details have been set with regards to the upcoming market introduction of the new Jaguar I-Pace. Its production version was recently previewed at the 2016 Los Angeles Auto...
by - December 8, 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