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

Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 2017
Mercedes-Benz just made an announcement that the 2018 E Class Cabriolet has finally landed in the United States. If you had not known, the E Class will be positioned in...
by - November 22, 2017
After a somewhat successful fray into the automotive market in China, the resurrected German automobile brand Borgward is finally heading to Europe, bringing along with it the Borgward BX7 sports...
by - November 22, 2017
Automotive industry veteran Bob Lutz has once again spoken out against Tesla. Known as one of Tesla Motors’ greatest skeptics, Lutz had stated two years ago that the Silicon Valley...
by - November 22, 2017
Dubai is one of the few countries where expensive cars are the norm, many of which are specially modified as well. And this just in: Bentley has debuted the new...
by - November 21, 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