Chevrolet Changes Ad Tagline to "Find New Roads"
New Slogan More Reflective of Global Brand Aspirations
Many a furrowed brow resulted from Chevrolet's adoption of "Chevy Runs Deep" in 2010. What exactly did that mean? It certainly didn't have the impact, memorability or staying power of "Like a Rock." Also, with the brand's international expansion into other markets, the obscure symbolism of "Chevy Runs Deep" didn't seem to resonate with global buyers, whose understanding of English was often more literal.
Replacing the short-lived tagline will be "Find New Roads." The new slogan may not be as emotive as some of Chevrolet's previous taglines, but will present a consistent global face to the brand, and will likely be used in some form in all the 140 markets the brand is sold.
Ads using the new theme will start in the U.S. in the first quarter of 2013, and rolling out in markets around the world after that.
Source: General Motors