Chevrolet unveils first global brand vision

Chevrolet has unveiled its first global brand platform designed to make its marketing more consistent in different regions.

Chevrolet
Chevrolet unveils first global brand platform.

‘Find New Roads’ will be used across all its territories, instead of the localised approach the brand currently takes in each market.

No details, other than the strapline, have been revealed but the first ads will launch in the US this quarter, potentially during the Superbowl.

Find New Roads is the first major work developed by Commonwealth, the agency created by Omnicom Group’s San Francisco-based Goodby, Silverstein & Partners and Interpublic Group’s New York-based McCann Erickson Worldwide last year to handle Chevrolet’s global advertising and brand strategy.

Mary Barra, senior vice president of global product development at the marque, says: “Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward. We have sold Chevrolets around the world for almost a century, but we have never had one global vision.”

The US car marque claims to be the world’s fastest growing automotive brand and will launch more than 20 vehicles globally in 2013. It says that having a global strategy will help the brand maintain consistency with consumers and staff, particularly in key emerging markets.

Alan Batey, vice president of U.S. sales, service and global marketing, adds that Find New Roads will allow the whole company to “rally around a consistent theme” and has a meaning in established markets like the US as well as Russia and India where there is greatest opportunity for growth.

In the UK, Chevrolet has thrown its marketing weight behind sponsorships of both Manchester United and Liverpool football clubs.

Earlier this week Chevrolet launched an ad campaign starring players from both squads including Man U’s Ryan Giggs and Rio Ferdinand and Liverpool’s Glen Johnson and Jonjo Shelvey.

Read Seb Joseph’s view on Chevrolet’s Liverpool/Man U ad here.

If you have a great Automotive sector case study that can demonstrate innovation and ROI then make sure you enter the Marketing Week Engage Awards 2013. The deadline is 15 January and you can find more here.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here