Chevrolet Hopes To "Find New Roads" With New Advertising Slogan


  • Chevrolet Advertising Slogan Picture

    Chevrolet Advertising Slogan Picture

    Chevrolet's new ad slogan is "Find New Roads." | January 08, 2013

Just the Facts:
  • Chevrolet rolled out "Find New Roads," a new advertising slogan on Tuesday, replacing the "Chevy Runs Deep" tagline.
  • General Motors said Find New Roads will be used in its advertising around the world, beginning this quarter in the U.S.
  • "Find New Roads is far better than Chevy Runs Deep, which did not resonate with consumers and certainly didn't translate into other languages," said Michelle Krebs, Edmunds senior analyst.

DETROIT — Chevrolet rolled out "Find New Roads," a new advertising slogan on Tuesday, replacing the "Chevy Runs Deep" tagline.

General Motors said Find New Roads will be used in its advertising around the world, beginning this quarter in the U.S.

"Find New Roads is far better than Chevy Runs Deep, which did not resonate with consumers and certainly didn't translate into other languages," said Michelle Krebs, Edmunds senior analyst. "And at least the new slogan references something to do with motor vehicles."

She added: "The true tests of any ad tagline are: Does it resonate with consumers, is it true to the brand and does it have staying power? BMW's Ultimate Driving Machine, which has been around for years, is the ultimate example of a tagline that is spot on — and has legs."

GM said the slogan will be the "touchstone" for the brand as it tries to make inroads into emerging markets such as Russia and India.

"We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision," said Mary Barra, GM senior vice president of global product development, in a statement.

Chevy Runs Deep, which was adopted in 2010, was criticized for lack of a clear message.

Chevrolet's older "Like A Rock" ad campaign featured the music of Detroit rocker Bob Seger.

Edmunds says: It's a far cry from the 1970s when the brand's ad jingle centered around American interests, as in "Baseball, Hot Dogs, Apple Pie and Chevrolet."

Leave a Comment
ADVERTISEMENT

Featured Video

ADVERTISEMENT

Marketplace

up2drive

Get Pre-Approved for a Loan


Car.com

Credit Problems?
We can help you get Financing!

ADVERTISEMENT
Have a question? We're here to help!
Chat*
Chat online with us
Email
Email us at help@edmunds.com
*Available daily 8AM-5PM Pacific