Between the global success of the Chevrolet Cruze and the poorly received "Chevy Runs Deep" tagline, Chevrolet will be aligning all of its marketing behind a new global campaign called "Find New Roads." Looking at the big picture, Chevrolet says this new tagline will be used to create "one global vision" as it prepares to launch 20 new models this year worldwide, and the US market will be the first to see the new campaign sometime during the first quarter of this year.

More importantly, Chevy says that this tagline will be a crucial element in developing new products and technologies. We'll wait to see if this means the US will be seeing more global products like we saw with the introduction of Ford's One Ford plan, but Chevy's spokesperson Christi Vazquez told us, "We have had success with global products like the Cruze and Sonic/Aveo and will continue to develop products with global markets in mind."

Read more about the new tagline in the press release posted after the jump.
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Chevrolet Will 'Find New Roads' as Brand Grows Globally
Aligns around the world behind singular vision


2013-01-08

DETROIT – Chevrolet is the world's fastest-growing major automotive brand and as it continues to expand its global operations it is aligning its engineering, design and retail operations behind a single vision and communications platform – Find New Roads.

The foundation of this new guiding principle is Chevrolet's legacy of innovation and commitment to doing the right thing for consumers. Find New Roads will be the touchstone for the brand as it develops new products and technologies for sale in more than 140 markets.

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

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

Since the launch of the Cruze mid-size sedan – the brand's first truly global vehicle – in 2009, Chevrolet sales have grown about 38 percent.

"This is the right time to launch this initiative with over 20 vehicle launches globally in 2013," said Alan Batey, vice president, U.S. Sales, Service and Global Marketing. "We are continuing to grow globally, especially in key emerging markets, and Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers."

Chevrolet's approach to marketing and the retail experience is already aligning with this new global vision. Last year Chevrolet selected Commonwealth, a newly formed advertising agency, to service Chevrolet advertising around the world. The brand also has launched a program to train dealership personnel to approach every aspect of their business differently to improve the retail experience.

In addition to driving internal consistency for Chevrolet, Find New Roads also will be used in advertising around the world, beginning in the United States this quarter.

"Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets," said Batey. "The theme has meaning in mature markets like the U.S. as well as emerging markets like Russia and India, where the potential for continued growth is the greatest."

Founded in 1911 in Detroit, Chevrolet is now one of the world's largest car brands, doing business in more than 140 countries and selling more than 4 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.


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    • 1 Second Ago
  • 63 Comments
      ThomasP
      • 1 Year Ago
      This is a terrible idea. This will be attached to every picture of a GM vehicle crashed into a tree, house or lake.
        Jerry
        • 1 Year Ago
        @ThomasP
        Or long lines in the service lane... Seems like I drive the same road regularly to my local dealer for warranty repairs...
      creamwobbly
      • 1 Year Ago
      "This is a Merrycar! We don't need no stinking gubment spending giving us new roads!"
      Cruising
      • 1 Year Ago
      Chevrolet and the Statue of Liberty have much in common. Symbol of Americana of French origin. Just saying, no I'm not bashing.
      Esoteric282
      • 1 Year Ago
      Find new roads i will, to the nearest Honda or Ford dealer Signed, Former SAAB owner PS, yes i have a Volvo.
      P.F. Bruns
      • 1 Year Ago
      Oh, they've driven in the Tampa Bay Area, then. "Man, if we don't want to destroy this car, we're going to have to find new roads." "Dude...I think you've got something there. Get the ad department on the phone."
      luigi.tony
      • 1 Year Ago
      "Finding New Roads" to bailout the UAW, give themselves bonuses, and not pay any taxes.
      • 1 Year Ago
      [blocked]
      • 1 Year Ago
      [blocked]
        P.F. Bruns
        • 1 Year Ago
        I thought after the (admittedly bogus) unintended acceleration controversy, they should have adopted "Toyota: Try and Stop Us!"
        Danrar
        • 1 Year Ago
        Or Go Further
      • 1 Year Ago
      [blocked]
        • 1 Year Ago
        [blocked]
        transam
        • 1 Year Ago
        If you live in America you can thank the bailouts for saving the economy, it would have completely imploded otherwise.
      Oolly
      • 1 Year Ago
      The best use of "Like A Rock" was a picture in a car mag of a Silverado hanging from the side a ship with the lifeboats in a storm and the line below said Like A Rock. Probably as close to truth in advertizing as GM ever got.
      Wm
      • 1 Year Ago
      I'm a current GM owner, and I plan to find new roads. I didn't need them to advertize it.
      Justin B.
      • 1 Year Ago
      Chevy: Buy Something Else
        mbukukanyau
        • 1 Year Ago
        @Justin B.
        Yes, you go buy an C63AMG black series and see what a simple Camaro SS with 1LE package will do to you at the track. HHR 2LT. He did not know what hit him; And yes, Its bone stock and over 120,000.00 miles. Rock solid, and drives better and quiter and packs more airbags and safety technology, plus telematics than his Corolla S. Drives like the day I bought it. Stop living like its 1989. Chevrolet is now a very competent engineering and manufacturing operation. Better than Toyota/Honda if you ask most Chevrolet owners that switch over from imports. Do yourself a favor, Test drive before you buy. I own older imports, but my three most recent cars are Domestics. Ford and GM are top notch companies now. Superior in products to all imports in the categories they compete. Save for Malibu Vs. Accord.
          Mason
          • 1 Year Ago
          @mbukukanyau
          You okay?
          mbukukanyau
          • 1 Year Ago
          @mbukukanyau
          Edit:HHR 2LT= Some idiot with a brand new corolla tried that with my 7 year old HHR 2LT. Its got a 2.4 liter motor that will push 40 MPG on the freeway
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