Chevrolet is the lead marque in the portfolio of 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 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 Latin America and China. Not in Europe, though. Chevrolet was withdrawn from that region in 2013 to stop it undermining sales of what were then GM's local brands Opel and Vauxhall. They have since been sold, but there are no plans to introduce Chevrolet in the region. For 2018, global registrations for Chevrolet were 4.1m cars and light trucks, placing it as the #7 brand globally. The US accounted for just over half that total, 2.03m vehicles, making it the #3 brand behind Ford and Toyota. The Silverado pick-up was the country's #2 seller at 583k units. The Equinox compact SUV was #8 at 333k units. Across Latin America, the Onix small car has been the top-seller across the region for four consecutive years.
Capsule checked 25th November 2019
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Historical profile information for Chevrolet
Adbrands Social Media 29th Jan 2019: Ads of the Week: "Getaway". Having dumped its "real people, not actors" focus group campaign, Chevrolet's agency Commonwealth McCann is officially on the hunt for a new ad gimmick. Where better to turn than to Warner Bros and LEGO for another three-way tie-in? The last time this happened was a couple of years ago for the launch of a Chevy LEGO Batmobile. The imminent arrival of 'The LEGO Movie 2' provides another great opportunity to promote not just a movie but also Chevrolet's new Silverado pick-up, which appears to be gobbling up all GM's marketing budget these days. And guess what, they don't just make them from LEGO bricks. You can also buy real ones that are made from metal and fuelled with gasoline! The partners have gone even further this time with a big online push that includes a website supposedly designed personally by eager-to-please hero Emmett (voiced of course by Chris Pratt).
Adbrands Weekly Update 18th Jan 2017: Ads of the Week: "LEGO Batmobile by Chevy". Commonwealth McCann's latest campaign for Chevrolet not only lightly mocks its own long-running "focus group" series but also pokes fun at Batman's diminutive LEGO alter ego, to tie in with the upcoming movie release. LEGO Batman is really doing the rounds at the moment for advertisers (he's also in a Sky TV campaign here in the UK). It's a clever move on Warner Bros' part to make the "real" Batman a humour-free legendary hero, while also allowing for some playful self-deprecation with his toy-sized mini-me.
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 Mercedes-Benz 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.
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 BMW 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.
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