2016 Chevrolet Malibu Ad Campaign Designed To Make Inroads in Tough Segment | Edmunds

2016 Chevrolet Malibu Ad Campaign Designed To Make Inroads in Tough Segment


DEXTER — A new commercial for the redesigned 2016 Chevrolet Malibu is dubbed "Unbranded" and it's designed to shake up consumer perceptions about the midsize sedan.

It's part of Chevrolet's ongoing "Real People, Not Actors" campaign.

More popular Malibu rivals include the best-selling Toyota Camry, Honda Accord and Nissan Altima.

"With a much-improved model, the Malibu does have a good chance to capture a greater share of the 2.6 million midsized car sales that were sold last year," said Jeremy Acevedo, Edmunds senior analyst for strategic analytics. "Though it will certainly become more competitive, it likely won't reach the sales levels of the Japanese stalwarts."

He added that the 2016 Malibu adds "efficiency, technology and fresh styling."

The 2016 Malibu is on sale now at Chevrolet dealerships.

The new Malibu ad campaign will focus on high-tech convenience and safety features, including Apple CarPlay, low speed front automatic braking and Teen Driver, which helps teach new drivers safe driving habits.

In the "Unbranded" commercial, consumers — not actors — are asked to provide opinions about a Malibu that has been stripped of all identifying labels.

Some consumers thought the Malibu was an Acura or BMW.

Sam Coomes, Malibu marketing manager, told Edmunds the ad blitz for Malibu is designed to be "loud and disruptive."

He considers this the "most important car launch in Chevrolet history."

The 2016 Malibu was a finalist in the car category for the 2016 North American Car of the Year.

Edmunds says: Car shoppers are about to become very familiar with the merits of the 2016 Chevrolet Malibu, thanks to a major advertising offensive.

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