GM wants to reinvigorate Chevrolet ad campaign

Article by Christian A., 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:

Comments

Recommended

It’s pretty neat if you possess something of an extraordinary breed like, say, the Pagani Huayra. There are after all just a total of 100 units ever been built by...
by - April 28, 2017
If you’ve ever visited an arcade, chances are you have already seen a Logitech G920 wheel. If that doesn’t ring a bell, it’s the steering wheel that you use when...
by - April 28, 2017
Toyota Motor Corporation disclosed that it will be bringing two of its Mirai fuel cell vehicles to China by October of this year. Tests will then be conducted on these...
by - April 28, 2017
Jaguar fans, as well as auto enthusiasts in general, has a reason to celebrate this week as the brand gave everyone a peek of the new 2018 XF Sportbrake. This...
by - April 28, 2017
BMW has revealed that its i brand has partnered with TED in order to launch a worldwide search of unique ideas under the title “NextVisionaries.” This brand has long been...
by - April 28, 2017
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