Marketing the C6

[SlowRide]

With the unveiling of the C6 due in Detroit next month, do any of you think that GM will spend alot of money towards very hip, very cool commercials? The kind that people talk about around the watercooler or breakrooms at work? I love those Dodge truck commercials with the "Hey, that think got a hemi?...you're 'bout to find out". I would like to see commercials showing the new C6 ripping up the back roads or blasting down an old deserted highway, running through the gears with the exhaust screaming.

Oh well, we shall see.

 

[JBsC5]

Chevy gears up for revolution

Ad blitz kicks off effort to introduce 10 new vehicles in 20 months and boost annual sales

By Ed Garsten / The Detroit News

Selling Chevys



Past Chevrolet advertising slogans:

"See the U.S.A. in Your Chevrolet" (1954)

"Baseball, Hot Dogs, Apple Pie and Chevrolet" (1975)

"The Heartbeat of America, Today's Chevrolet" (1986)

"Like a Rock" Chevy Truck (1991)

"Genuine Chevrolet" (1994)

"We'll Be There" (1999)

Source: General Motors Corp.


FARMINGTON HILLS — “We’ll be there” won’t be there much longer and the “Like a Rock” will roll off to the side in a supporting role as General Motors Corp.’s Chevrolet division launches a new TV advertising campaign on New Year’s Eve with the tagline “An American Revolution.”


The new slogan replaces “We’ll Be There,” and the catchy “Like a Rock” will be used only in advertising for the Chevrolet Silverado full-size pickup, GM announced Thursday.

The major shift in marketing and advertising comes as Chevrolet gears up for a crucial period — the introduction of 10 new vehicles in the next 20 months and an ambitious plan to boost annual U.S. sales to more than 3 million units.

Chevrolet has sold 2.4 million vehicles this year in the United States, up 1.3 percent from 2002 in a flat market. Only Ford Motor Co.’s Ford brand sells more cars and trucks in the United States.

“Our new Chevy lineup brings us to a critical crossroad,” Gary Cowger, president of GM’s North America operations, said Thursday.

“Do we stay the course with the way we go to market or do we break with the status quo with new advertising? We’re going to break the rules and polish the golden bow tie,” Cowger said.

Outdoor advertising with the new slogan starts today, and the first commercial in the “An American Revolution” campaign hits the airwaves Jan. 31 during the television broadcast of “Dick Clark’s New Year’s Rockin’ Eve” in New York City.

The first commercial — titled “The Car Carrier” — shows several new Chevys driving onto a moving car carrier truck as it travels across the country. The spot features Steppenwolf’s midtempo classic track “Magic Carpet Ride” from 1968.

In the latest effort by an automaker to tap the talents of Hollywood, the commercial was directed by Michael Bay, whose latest feature film credits include “Pearl Harbor,” “The Rock” and the “Bad Boys” series.

“It’s a bold, confident, clean approach that lets the vehicle dominate the message,” said Kim Kosak, general director for Chevrolet advertising and sales promotion.

Subsequent commercials will feature the Colorado midsize pickup and the Malibu Maxx.

If successful, the new ad campaign could provide Chevy with some momentum to regain long-lost superiority in the U.S. car market and a new entree into other market segments.

“The combination of awareness and strong product is what’s going to drive consumers back into Chevy seats,” said Michael Robinet, vice president of forecasting at Farmington Hills-based CSM Worldwide, a consulting firm.

Relegating “Like a Rock,” one of the most recognized advertising slogans for any product, to a secondary role may not be as risky as it sounds, analysts say.

“Keeping it attached to a pickup like the Silverado is fitting, but getting a fresh ad campaign in there with all the fresh product is logical if consumers embrace it,” said Jeffrey Schuster, director of North American forecasting for J.D. Power and Associates.

Dealers still will have access to the “Like a Rock” slogan for use in local advertising, but the 13-year-old tagline will only be used nationally by GM for the Silverado, Kosak said.

“If you remember, full-size pickups was the only place we ever used it,” Kosak said. “So we’re really bringing it back to where we started. It’s still going to have a major presence.”

The latest vehicles in Chevrolet’s roster include the Aveo, an entry-level, small car built in Korea; the Cobalt, a planned replacement for the Cavalier; the Equinox, a small SUV; the HHR crossover vehicle; the Malibu Maxx hatchback; and an all-new Corvette sports car. This fall, Chevrolet started selling the SSR, a roadster pickup. A new minivan, the Uplander, will go on sale next fall.

GM plans to replace 90 percent of its car lineup over the next four years, while dropping some car brands, Cowger said.

Chevrolet accounts for 56 percent of GM’s car and truck sales, and the automaker wants the division eventually to sell at least 3 million units a year, a feat last accomplished in 1979.

On a retail basis, Chevrolet is within 40,000 units of the best-selling brand, Ford, said Chevrolet general manager Brent Dewar. Cowger expects Chevy to overtake Ford at some point, but didn’t specify when.

Surpassing Ford next year doesn’t seem likely, and 2005 doesn’t look promising either, according to Schuster.

“The gap continues to close,” Schuster said, “but 2005 looks like more of a Ford year than ’04 when Ford will have some new product out.”

Separately, Chevrolet announced that pricing for the Equinox, which arrives in mid-March, will run from $21,560 to $23,275.

 

[JBsC5]

GM Shifting Development Dollars

General Motors is reversing course. During the 1990s, the automaker shifted the bulk of its product development dollars to the light truck side of its business. But now passenger cars are getting priority, according to Gary Cowger, president of GM's North American operations. The transition began last year, he noted and at the moment, cars are getting between 65 percent and 68 percent of the N.A. product development budget. That's critical, according to company insiders, if GM is to revitalize its lineup of sedans, coupes and sports cars and regain a competitive position against imports like the Toyota Camry. Asked whether there'll be a shift in the actual car/truck product mix, Cowger told TheCarConnection the big change will come with crossovers; there'll be a significant increase in the number of these car-like vehicles in the years to come. GM isn't the only automaker increasing its emphasis on cars and car-based products. Jim Padilla, president of Ford Motor Co.'s North American operations, recently declared 2004 "the year of the car," and the automaker will underscore that by rolling out products such as the new Five Hundred sedan. Chrysler, meanwhile, has a new passenger car lineup of its own, starting with the launch of the 300C, its first rear-drive sedan in more than two decades

 

[JBsC5]

AutoWorld -
Chevrolet will use "An American Revolution" as the theme for a comprehensive new advertising campaign to support its launch of 10 new Chevy cars and trucks during the next 20 months, Gary Cowger, president, GM North America, announced today.

The new product barrage, which includes a completely updated passenger car lineup, a new midsize pickup, three innovative utility and crossover vehicles and two new halo vehicles, is part of Chevrolet's strategy to increase sales to 3 million cars and trucks per year and reclaim industry leadership in the U.S. market.

Cowger announced "An American Revolution" by unveiling a full-size Chevrolet billboard featuring a yellow Chevy SSR. Chevrolet also previewed television and print advertising with the theme, including a 60-second launch spot by film director Michael Bay that will debut New Year's Eve.

Malibu Maxx begins Chevy's new product blitz

The all-new Malibu Maxx, which began production in December, begins a Chevrolet product blitz that will include the launch of 10 all-new products in just 20 months. Market launches for the new Colorado, Aveo and SSR begin in January 2004, followed later in the year by the Equinox compact utility vehicle, Uplander crossover sport van and the sixth-generation Corvette. A new premium small car, called Cobalt, will debut in the fourth quarter of 2004, followed in 2005 by a new Impala and the HHR, a crossover vehicle with a unique blend of Chevrolet style and versatility. These introductions will help ensure that Chevy continues to have the most complete lineup of cars and trucks in the industry.

"All of these Chevy vehicles provide game-changing design, innovative features and tremendous commitment to quality and technology," said Brent Dewar, Chevrolet general manager. "An American Revolution is about our confidence to produce imaginative, dependable products and compete with the best in the world."

New ad campaign celebrates "An American Revolution"

Chevrolet will support its new product blitz with a new advertising and marketing campaign with the theme, "An American Revolution."

"We wanted to capture the sense that something big is happening at Chevrolet," said Kim Kosak, general director for advertising and sales promotion.

Chevy car and truck advertising will come together under the new "An American Revolution" theme, with the Chevy Truck "Like a Rock" theme continuing as an important element in Silverado advertising. Chevrolet chose a single theme so that the multiple vehicle launches would converge into a single, powerful campaign.

"'An American Revolution' brings our product lineup together and clearly communicates a bold new attitude at Chevrolet," said Kosak.

Chevrolet will preview the campaign starting on Dec. 19 with outdoor advertising in key markets. Television advertising will begin Dec. 31 when the anthem spot, called "Car Carrier," debuts on New Year's Eve programming. Chevrolet will be the title sponsor for Dick Clark's New Year's Rockin' Eve and a major sponsor on The Late Show with David Letterman and The Tonight Show with Jay Leno. Chevrolet will also be at the epicenter of New Year's Eve with colorful electronic billboards in the heart of Times Square, on both the Reuters Building and the ABC Supersign.

"Car Carrier" was directed by renowned director Michael Bay, whose feature film credits include the "Bad Boys" films, "The Rock" and "Pearl Harbor." Consumers recently got a sneak peek at the spot when a sharp-eyed fan nabbed several spy photos of the new Corvette while it was being filmed in San Francisco.

The tone of the campaign will be optimistic, with striking colors, uplifting music and a strong focus on both the features of each vehicle and its connection to peoples' lives. Said Kosak, "It's a clean approach that lets the vehicle dominate the message while also communicating the overall personality of Chevrolet."

A passion for innovation

From its earliest days America has attracted people who have brought with them the best ideas from around the globe and a passion for combining these ideas in exciting and innovative ways. "From this nation, built by immigrants, came clever ideas and sweeping change, in everything from music to technology to literature to the arts and beyond," said Cowger

Examples of Chevrolet ingenuity include highly visible vehicles like the SSR with its unique convertible top and Corvette, America's performance icon for more than 50 years. But Chevy ingenuity also includes cars like the Malibu Maxx, with its flexible, innovative interior and confident driving dynamics, and the new Equinox compact utility vehicle, which will be a "game-changer" in the segment with its striking design, versatile interior and standard V-6 power.

Building from a strong base

Chevrolet's current product renaissance began in 1999 with the introduction of the all-new Silverado, followed by new Tahoe and Suburban, Impala, TrailBlazer and other models. These strong new products helped Chevrolet sell more than 2.6 million vehicles per year in the face of relentless competition from domestic and foreign competitors, creating a strong base for Chevrolet's next 10 new product launches.

"Each of these new products brings the opportunity to further increase Chevy sales," said Dewar. "By strengthening our truck and halo vehicle lineups and aggressively growing our car and compact utility lineups, we believe that our goal of 3 million sales is well within our reach."

 

[SlowRide]

The first commercial — titled “The Car Carrier” — shows several new Chevys driving onto a moving car carrier truck as it travels across the country. The spot features Steppenwolf’s midtempo classic track “Magic Carpet Ride” from 1968.

Sounds like a great start but I wonder how they will market the C6 specifically? Should they feed the male ego with raw HP, burning rubber or should show commercials like the two guys inching along in their Vette at a parade stating..."This is just wrong."...or a mixture? My wish is for eye-catching commercials that show just how potent the new C6 is. Lapses in marketing of a product is part of the reason (that I personnaly believe) lead to the demise of the Camaro. Although I believe that Corvette has no worries of traveling down that lonely road. It seems to going strong as ever. I anxioulsy await the media blitz.

Nick

 

[JBsC5]

I believe the Corvettes true value is to create a halo effect on the entire Chevrolet lineup.

The Corvette may make it to the Television but more so to sell mainstream models?

Just a guess on my part.

 

[vettepilot]

Remember the commercial when the C5 first debuted. It ran a few times, but was more scarce than the car itself. Sometimes that adds to the mystique of the Corvette, tease the crowd, and make them come to you seems to be the basic theme and strategy of Corvette marketing.

vettepilot