Chevrolet: Brand Profile
Selected Chevrolet advertising
Chevrolet is the lead brand in the portfolio of global auto giant General
Motors. Always a key component of the overall portfolio, it became the central brand in a restructured GM during
2009, contributing as much as 70% of total volumes by the year's end. Chevrolet holds a special place in American popular
culture, arguably the best loved car marque in the country's history. As the company's 2003 marketing campaign proudly
boasted "They don't write songs about Volvos". Instead GM managed to compile a list of around 200 songs which
feature Chevys, most of them making some reference to the golden age of the 1950s, a period when the brand was at its peak,
seeming to epitomize America's freewheeling spirit and the new rock 'n' roll era. Yet a slump in US sales in 2008 and 2009 prompted significant changes in Chevrolet's future profile. In the latter year, international sales of the Chevrolet
brand overtook domestic for the first time in history, although the vast majority of those sales were of models designed and
produced by GM's Korean subsidiary, then known as Daewoo. Chevrolet's US sales have recovered since then, but its global profile has also soared, especially in developing markets such as Brazil and China.
Adbrands Weekly Update 8th Jan 2015:
Automobile market watcher Focus2move published its preliminary ranking of the top-selling car brands and manufacturers in 2014. According to those figures, compiled from aggregation of individual local markets, Volkswagen Group has unseated Toyota Group as the global #1, with a combined total of 9.92m vehicles sold, up 5% year on year.
The main reason was an especially strong performance by the Skoda and Audi brands, up 10% and 9% respectively, compared to just 2.4% for the VW marque. Toyota Group achieved 9.82m vehicles, an increase of 2.3%. However the individual Toyota brand still leads the global industry with a record total
of 8.30m vehicles sold, up a little over 1% on the year before. Some way behind sits Volkswagen at 6.55m vehicles, up 2.5%. US giants Ford and Chevrolet maintain their positions at #3 and #4, but Chevrolet suffered a near-5% decline to 4.79m, compared with Ford's 1% climb to 5.81m. Chevrolet's
slump, the result of its withdrawal from Europe, puts it at risk from Hyundai in the #5 position, with 4.76m units. There were increases of more than 4% apiece for Nissan, Honda and Kia, but #9 Renault slumped by 1.5%. Peugeot displaced Fiat to take then #10 spot, while
overtook BMW to seize the #11 position. The biggest growth for any single brand was China's BAIC, sales of which doubled, albeit to a still-small 297k units. Next came Jeep, up 38% to 875k vehicles. Combined total for all car brands hit a new annual record of 86.5m units worldwide, up 2.8% year-on-year.
Adbrands Weekly Update
10th Jul 2014: Ads of the Week "Manchester United".
It's two years since the announcement of General Motors' controversial
deal to make Chevrolet official car and shirt sponsor of Manchester
United. That deal led to the ousting of GM's marketing chief (for exceeding
agreed budget limitations) and bizarrely remained in place despite GM's
subsequent decision to pull the Chevrolet brand out of Europe. Here finally is
the big reveal of the new shirt, in a neat spot from McCann's Commonwealth
network. It might bring a tear to the eyes of older fans, as childhood memories
are jogged by those classic round-neck kits of the 60s and 70s, and the charming
cameo by Sir Bobby Charlton, Denis Law and Norman Whiteside. Then grimace at
Wayne Rooney's intense concentration as he struggles to remember and deliver his
closing lines. No born actor he.
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Who are the competitors of Chevrolet? See Cars Sector index for other companies.
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Adbrands Weekly Update 16th Jan 2014: Auto manufacturers have begun to report their global totals. First to declare were linked Korean manufacturers Hyundai and Kia, who delivered a combined total of 7.56m vehicles, up around 6%. Chevrolet reported a rise of 3.5% to 4.98m units, led
by solid growth in the US, China and Mexico. Daimler claimed a near-11% jump for its main
Mercedes-Benz marque to over 1.46m passenger cars. Total passenger car deliveries including Smart (which slipped 3%) were 1.56m. Rival Audi came in higher though, with an overall 8% rise to almost 1.58m. That included big increases in China (+21.2%), the US (+13.5%) and the UK (+14.9%). However
remains top dog with branded sales of 1.66m, also up almost 8%. Second-string brand Mini delivered only a 1% increase to 305k to bring BMW Group sales up to 1.96m, a 6.4% overall rise. Volvo's
increase was rather more modest at 1.4% to almost 428k units, with the US and China each accounting for 61k cars. China was also a key market for Jaguar Land Rover, which enjoyed a 19% jump in global sales to just over 425k cars. Jaguar sales alone soared by over 42% to almost 77m units.
Adbrands Weekly Update 9th Jan 2014: Paul Edwards was named as the new VP, US marketing for Chevrolet, replacing Chris Perry, who resigned last month. Edwards was previously executive director, marketing strategy & support. Separately, Chevrolet transferred Hispanic marketing into McCann-affiliated Casanova Pendrill (from
Adbrands Weekly Update 19th Dec 2013:
Chevrolet's VP, US marketing Chris Perry has resigned. His successor has not yet been named. Formerly head of Chevvy's global marketing, Perry's duties were cut back to the US market earlier this year following
the appointment of former VW exec Tim Mahoney to the worldwide role. However, the impending shutdown of Chevrolet in Europe will significantly reduce the car marque's global marketing requirements.
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