General Motors is replacing its "Chevy Runs Deep" marketing campaign with a new tagline, "Find New Roads," which will become the brand's global advertising message.
The company today confirmed that it would wind down the Chevy Runs Deep slogan over the next few weeks.
Executives had been deciding whether to stick with the tagline or pursue a new global worldwide campaign as part of the automaker's efforts to expand Chevy sales in 140 countries.
Spokeswoman Cristi Vazquez said the Chevy Runs Deep campaign would end in early February, replaced by the Find New Roads message.
GM is betting that Find New Roads will give a boost to its 13 product launches in the U.S. in 2013 and 20 launches throughout the world. The campaign is particularly critical for new vehicles like the Chevrolet Impala sedan, which will hit showrooms this quarter.
"It's more of an internal mantra as well as our external tagline," Vazquez said. "A lot of work is going on with our dealerships, a lot of work with our employees. This is just a continuation of that work and really bringing everything under one global vision."
GM said it's not making any organizational changes as part of the new campaign.
Chevy marketing agency Commonwealth, which was formed a year ago to handle the brand's global advertising strategy, helped design the new campaign.
"This is the right time to launch this initiative with over 20 vehicle launches globally in 2013," said Alan Batey, GM's vice president, U.S. sales, service and global marketing, in a statement. "We are continuing to grow globally, especially in key emerging markets, and Find New Roads will help us drive even more consistency -- both internally with our employees and externally with customers."
GM said it had launched a dealership personnel training program under the Find New Roads name.
The automaker debuted the Chevy Runs Deep campaign, complete with narration by actor Tim Allen, in 2010. It was designed to appeal to the historical sensibility of American consumers, emphasizing the emotional connection within families and between drivers and their cars. But the campaign has received mixed reviews.
"I'm not sure that was appropriate for the mainstream market that they're in," Polk Automotive analyst Thomas Libby said recently. "They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer."
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