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.

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