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Chevrolet looks to 'Find New Roads'

Chevrolet is debuting a new global advertising slogan for the brand, Ernst writes. Will “Find New Roads” be more of a success for Chevrolet than "Chevy Runs Deep"?

By Kurt ErnstGuest blogger / January 10, 2013

In this Monday, Nov. 19, 2012, photo, the Chevrolet logo is seen on the grill of a car at a dealership in Clearwater, Fla. Chevrolet announced Tuesday it is dropping its “Chevy Runs Deep” slogan in favor of “Find New Roads”.

Chris O'Meara/AP/File

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As ad slogans go, Chevrolet’s most recent effort, “Chevy Runs Deep,” was hardly the automaker’s most successful. Panned by critics and consumers alike, we really aren’t sure why the meaningless phrase has endured for the past two years.

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That’s about to change, as Chevrolet is debuting a new global advertising slogan for the brand: “Find New Roads.” It’s not as evocative as “Like A Rock,” but we’ll certainly admit that it’s an improvement over the last effort.

Meant to symbolize the global alignment of Chevrolet’s engineering, design and retail operations, “Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward,” according to Mary Barra, senior vice president of global product development.

“As we develop new products,” Barra continues, “our designers and engineers will be empowered to find smarter solutions to address customer needs and make their lives better.” 

Given Chevrolet’s global product onslaught (which includes the new Corvette, the new SS sedan and a completely revised Camaro in the coming years), the time is right to establish a unified identity.

Said Alan Batey, vice president of U.S. sales, service and global marketing, “This is the right time to launch this initiative with over 20 vehicle launches globally in 2013...Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers.”

What’s your take on this? Is Chevy on the right road with its new tagline, or is it no better than the soon-to-be-forgotten Chevy Runs Deep? 

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