GM wants to reinvigorate Chevrolet ad campaign

Article by Christian Andrei, on September 3, 2011

General Motors Co. is once again changing some of its advertising campaigns for Chevrolet and Cadillac. It has been a year since Chief Marketing Officer Joel Ewanick joined the GM and revamped the company’s marketing works.

Specifically, the company is changing the "Chevy Runs Deep" advertising works since some of them has not strongly resonated with the customers, according to Ewanick in an interview.

He also stated that some of the advertisements do not provide details on the meaning of the slogan. On the other hand, Cadillac’s ads will also be revamped in order to boost sales.

These changes in the advertising reveal that GM, which is the biggest vehicle manufacturer in the United States, continues to search for the right strategy to rebuild its brands, according to BusinessWeek.

Since September 2010, when he took over, CEO Dan Akerson has made marketing a main concern by promoting Ewanick and having a personal interest in some of company’s advertising especially for Chevrolet.

Alexander Edwards, president of the automotive division of San Diego-based market research company Strategic Vision, confirmed that although the “Chevy Runs Deep” campaign has maintained the brand, it has neither really moved the automaker anywhere nor boosted showroom traffic. After its emergence from bankruptcy in 2009, GM discarded its Saturn, Hummer and Pontiac brands.

The company has also sold Saab for it to be able to focus its resources on GMC, Chevrolet, Cadillac and Buick. Former GM CEO Ed Whitacre has hired Ewanick in May 2010 as vice president of U.S. marketing. In December, Akerson promoted Ewanick to global chief marketing officer.

If you liked the article, share on:


Login or Create new account to add a comment!


More than three decades ago, the DeLorean DMC-12 was produced by the DeLorean Motor Company. However, production was stopped due to issues within the company. The car itself was decent...
by - October 27, 2016
Tesla is making sure that all models under production will receive the necessary advanced hardware that will allow them to be autonomously driven. The fitment of these advanced hardware to...
by - October 27, 2016
Wondering how fast the 2017 Chevrolet Camaro ZL1 in actual driving? To provide customers a good idea on how fast the 2017 Camaro ZL1 could really get, Chevrolet recently had...
by - October 27, 2016
So, it is official! The new Honda Clarity FCV has the longest verified range of any zero-emissions vehicle currently on the road in the United States. One of the main...
by - October 27, 2016
Many have been anticipating Mercedes-Benz Vans’ newest luxury pickup truck, the X-Class. While Mercedes-Benz has yet to reveal the official production version of the X-Class, it was kind enough to...
by - October 27, 2016