DETROIT — Chevrolet is dropping its “Chevy Runs Deep” slogan and replacing it with the new tagline “Find New Roads,” saying that it’s better geared toward drivers outside the U.S.
The General Motors Co. brand pointed to its significant overseas expansion over the past several years, noting that it’s developing products for sale in more than 140 markets around the world.
“Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets,” GM marketing chief Alan Batey said in a statement.
“The theme has meaning in mature markets like the U.S. as well as emerging markets like Russia and India, where the potential for continued growth is the greatest,” he said.
“Find New Roads” will be used in the brand’s advertising starting in the U.S. this quarter.
GM unveiled the “Chevy Runs Deep” campaign in the fall of 2010. The ads drew on the brand’s 100-year history and were narrated by movie and TV star Tim Allen, but failed to resonate with customers.
Joel Ewanick, who headed GM’s global marketing when the campaign was launched, left the company in July.
The new campaign also comes after the March hiring of Commonwealth, a newly formed company, to handle the carmaker’s global advertising.
Columns & Advice
Everything you need to know about purchasing, maintaining and driving your car.
Become a member
Register now to access all features including:
- Save and ask friends to review vehicles
- Exclusive rebates & offers from local dealers
- Premium content, reviews and tools
All for free!
Already a member?
Registration 2 of 2
Welcome to Wheels!
As a final step we've sent a confirmation to your email address as a security measure. Please click the link in the email to complete your registration.
Terms of services
DISCLAIMER OF WARRANTIES AND LIMITATION OF LIABILITY
TO THE FULLEST EXTENT PERMITTED BY LAW, TORONTO STAR IS PROVIDING THE TORONTO STAR WEBSITES ON AN "AS IS" AND â€œAS AVAILABLEâ€ BASIS AND MAKES NO WARRANTIES OR REPRESENTATIONS, EXPRESS OR IMPLIED, INCLUDING WITHOUT LIMITATION THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE, IN ANY CONNECTION WITH THE TORONTO STAR WEBSITES, THEIR CONTENTS, OR ANY WEB SITE OR CONTENTS WITH WHICH IT IS LINKED. TORONTO STAR DOES NOT WARRANT THAT THE FUNCTION OF THE TORONTO STAR WEBSITES OR THEIR CONTENTS WILL BE UNINTERRUPTED OR ERROR FREE, THAT DEFECTS WILL BE CORRECTED, OR THAT THE TORONTO STAR WEBSITES OR THE SERVERS THAT MAKE IT AVAILABLE ARE FREE OF VIRUSES OR OTHER HARMFUL COMPONENTS.
TO THE FULLEST EXTENT PERMITTED BY LAW, UNDER NO CIRCUMSTANCES, INCLUDING, BUT NOT LIMITED TO, NEGLIGENCE, SHALL TORONTO STAR BE LIABLE FOR ANY LOSS OF USE, LOSS OF DATA, LOSS OF INCOME OR PROFIT, LOSS OF OR DAMAGE TO PROPERTY, OR FOR ANY DAMAGES OF ANY KIND OR CHARACTER (INCLUDING WITHOUT LIMITATION ANY COMPENSATORY, INCIDENTAL, DIRECT, INDIRECT, SPECIAL, PUNITIVE, OR CONSEQUENTIAL DAMAGES), EVEN IF TORONTO STAR HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES OR LOSSES, ARISING OUT OF OR IN CONNECTION WITH THE USE OF THE TORONTO STAR WEBSITES, THEIR CONTENTS, OR ANY WEBSITE OR CONTENTS WITH WHICH IT IS LINKED. IN NO EVENT SHALL TORONTO STARâ€™S TOTAL LIABILITY FOR ALL DAMAGES, LOSSES, AND CAUSES OF ACTION, WHETHER IN CONTRACT, TORT (INCLUDING, BUT NOT LIMITED TO, NEGLIGENCE), OR OTHERWISE, EXCEED THE AMOUNT PAID BY YOU FOR ACCESSING THIS SITE.X