These days, Chevy belongs to the world
- Beyond the headlines, humdrum recalls annoy consumers
- Regulation vs. technology -- why are U.S. roads getting safer?
- Free of U.S. ownership, Ally expects cheaper funds, maybe more subprime deals
- Handicapping the finalists for North American Car, Truck of Year
- Why the Chinese auto shows will refocus on the car models
The unveiling of "Find new roads" as Chevrolet's new tag line brings a flood of memories of great and not-so-great Chevy ads.
The classic, best-of-them-all has to be Dinah Shore singing "See the U.S.A. in your Chevrolet." Hey, how many other advertising jingles from six decades ago can you hum?
Some Automotive News readers, noting the strength of "See the U.S.A.," already are criticizing "Find new roads" for not sufficiently playing up Chevy's image as an American brand.
Chevy today is a global brand. Yes, it needs to be proud of its American-ness. But its marketing also has to resonate in the world's largest auto market: China. Doing both is the challenge facing Chevy's marketing team.
Besides, I can't help but wonder: Did "See the U.S.A." really resonate with buyers in Canada?
You can reach James B. Treece at firstname.lastname@example.org.