• Mar 11, 2010
General Motors is working hard to improve the image of its core brands, and the largest GM division, Chevrolet, will be getting some fresh new marketing in the near future. The theme, "Excellence for Everyone" will debut in ad spots over the next two months.

In a web chat yesterday, GM's North American president Mark Reuss told the Detroit Free Press that Chevrolet will be using the Camaro and Corvette more frequently in its advertising to improve the brand's overall image. "When have you ever seen 'Vettes and Camaros in ads for Equinox and Malibu?" Reuss stated. And speaking of the Malibu, Reuss says that GM needs to "re-energize the car," so expect a new set of ads focused around Chevy's well-liked midsize sedan, as well.

[Source: Detroit Free Press | Image: Stan Honda/AFP/Getty]


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  • 51 Comments
      • 4 Years Ago
      I wonder if "Excellence for Everyone" includes GM Daewoo in Korea. According to the Financial Times, GM is trying to convert the last bastions of Daewoo-ism into avid Chevrolet enthusiasts. Tough call I would say.
      • 4 Years Ago
      I like that magazine, so now it's coming to me free?!
      • 4 Years Ago
      Will they be distancing Chevy from GM, as they plan to do with Cadillac? "GM, huh, who? Naw, never heard of 'em." Let me make you a great deal on this closeout Cobalt."
      • 4 Years Ago
      http://www.youtube.com/watch?v=IocCC1-jeTY

      Remember these ads? I actually liked seeing these.
      • 4 Years Ago
      So many haters in this thread.
      • 4 Years Ago
      The bow-tie needs to build great cars. Then they wouldn't have to try and separate the Caddy as a separate brand.

      Instead of just trying to boast an image, try building great cars to get a popular image. Just an ideal...
      • 4 Years Ago
      My wife wants a new Equinox but all of the GM dealers in my area have been closed or have less than 20 cars on the lot. I'm not interested in a rookie dealer, I like someone with a track record.

      We are checking out a CRV this weekend. The Honda dealer has been around for 20 years.
      • 4 Years Ago
      AND Chevy needs to kill that tacky looking fake gold logo

      Go to brushed stainless, or black, or something. That fake gold look screams trying to look more impressive than it really is.
      • 4 Years Ago
      What was their previous credo? "Garbage for All"?

      Doesn't this new one go without saying, or shouldn't it?
      • 4 Years Ago
      "yet how many Hondas do we see on the road?" Far less than Chevy or Ford.

      And as a taxpayer what do you care what they spend? Oh yes, the whole "bailout" thing. It was a loan, still is a loan, and GM wants it paid back this year so as a taxpayer you'll get your money back with INTEREST.

      Also both makers have spent less on advertising the last year than they ever have. Get a damn clue.

      As to the Top Gear Corvette comments, it's entertainment, it's not a full out road test and it's obvious the boys don't like American iron from the get go.
      • 4 Years Ago
      Interesting, considering Top Gear noted the Corvette isn't for everyone.

      (I'm paraphrasing, but the point is that their Corvette review showed the presenters -- not brilliant drivers, but still very capable -- sliding around like a dog's dinner. When the Stig climbed in, he could hold the thing's reins. Conclusion: it took a seasoned racing driver to control the Corvette's primitive suspension.)
        • 4 Years Ago
        RX-8: The 911 for starters. (Apt, because it has more heritage than a mere Chevy.)

        My point is, you could take any Jetta driver and plonk 'em in a 911, and not worry about if they're going to come back alive.

        Can't say the same about a Cobalt driver getting into a Corvette.
        • 4 Years Ago
        Sheesh, you two -- that's my point!

        Read the title. The Corvette's suspension doesn't suffer from "excellence", and it isn't for "everyone". So they should be *very* careful using that as their halo car.

        If I was in the market for a two-seater high-end sports car, I'd put the Corvette in my handful of cars to consider. But if I bought one, I'd want classes to make sure I didn't end up in a tree.

        "Primitive" doesn't necessarily mean "bad", but maybe GM needs a more driveable competitor to the Italian and German fleet.
        • 4 Years Ago
        I'm still confused Rich. What then would you consider Chevrolet's halo car? The Malibu? The whole concept behind the halo car is that it is supposed to be aspirational and desirable. Being able to actually pilot the car at 10/10ths has nothing to do with it. When someone strikes it rich they don't go and buy a Cobalt, they go and buy a Camaro or Corvette. Why? Because its about desire and power and image.
        • 4 Years Ago
        Yeah...because the Magnetic Ride Control, you know the one Ferrari uses also, is soooooooo primitive..

        Wait? Wasn't it the Audi that was sliding around the corners?

        Oh noes!!
        • 4 Years Ago
        You guys need to drive a Corvette back-to-back with the (admittedly higher-priced) competition before knocking any criticism of it. The essential design components may not be primitive, but it still drives that way. It's mostly due to non-chassis-related things--slippery, squashy seats and poor visibility that makes the car feel much wider than it is--but the steering could use some work, too, as it's still too numb and indirect and makes it feel like you can't aim the thing with precision.

        I love the 'Vette dearly, but these (and the cheapo interior plastics) are flaws that have been around since the C4. Time to either take care of them, or accept the "discount alternative" reputation gracefully.
        • 4 Years Ago
        Rich-

        You obviously have never driven a 911. The rear engined car is one of the hardest cars on the planet to control through a corner. The back end wants to step out of line and bite the driver for any mistake that is made. Granted...Porsche has made great strides in trying to make it as liveable as possible, but it's still a beast to try and control. I've driven both Corvettes and Porsches...I would be more inclined to say the 911 is much easier to wrap around a tree than the Corvette. As far as heritage goes..Chevrolet has been in business LONG before Dr. Ferry Porsche ever made his first Volkswagen for Hitler after the last WW.
        • 4 Years Ago
        @Rich

        So basically what you're saying is that high-powered, light-weight sportscars aren't going to reach their full potential under Average Joe, and are more likely to be wrecked by him?

        Say it ain't so.

        And oddly enough, the "primitive suspension" makes it one of the best sports cars on the planet.
        • 4 Years Ago
        Rog, you're not talking about the 4WD versions of the 911, are you? Also, show me a pre-war Corvette some day. Wow. That must be worth something...

        tankdog: The Caterham 7 is cheaper yet. What's your point?

        The Corvette is GM's halo car. It's aspirational, but it by no means represents "excellence". That is my point.
      • 4 Years Ago
      Anybody else think that Ford and Chevy spend way to much cash on advertisements?? As a tax payer, I think to much is waisted, you don't see Honda with a commerical every ten seconds, yet how many Hondas do we see on the road?
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