It was Batey who helped to launch the automaker's "Find New Roads" campaign in February during his stint as Chevy's interim marketing chief. That tag line, chosen in part for its ease of translation into multiple languages, is currently being rolled out globally.
Batey's appointment also comes in front of a major product offensive for Chevy, both at home and abroad. The automaker has plans to launch some 13 new or updated vehicles in the US this year, along with 12 more in global markets. Escalating sales in China, Brazil and elsewhere in Latin America have helped to cement a need for Batey's new gig. According to the WSJ, Batey has decried the regional-based strategy that Chevy has used across the world so far, saying, "That's over. From now on we will operate as one."
Bringing cohesion to Chevy models, technology and dealers across the world will be no mean feat, we're certain. High on the list of Batey's tasks will be right-sizing the relationship between Chevy and the slightly upmarket Opel brand in Europe, as well as expanding the company's reach in booming markets like China, Russia and Thailand.