Chevrolet Launches 'An American Revolution' Campaign, Previews Aggressive New Product Rollout
18 Dezember 2003 - 6:00PM
PR Newswire (US)
Chevrolet Launches 'An American Revolution' Campaign, Previews
Aggressive New Product Rollout - Chevy reaffirms goal of industry
leadership DETROIT, Dec. 18 /PRNewswire/ -- Chevrolet will use "An
American Revolution" as the theme for a comprehensive new
advertising campaign to support its launch of 10 new Chevy cars and
trucks during the next 20 months, Gary Cowger, president, GM North
America, announced today. The new product barrage, which includes a
completely updated passenger car lineup, a new midsize pickup,
three innovative utility and crossover vehicles and two new halo
vehicles, is part of Chevrolet's strategy to increase sales to 3
million cars and trucks per year and reclaim industry leadership in
the U.S. market. Cowger announced "An American Revolution" by
unveiling a full-size Chevrolet billboard featuring a yellow Chevy
SSR. Chevrolet also previewed television and print advertising with
the theme, including a 60-second launch spot by film director
Michael Bay that will debut New Year's Eve. Malibu Maxx begins
Chevy's new product blitz The all-new Malibu Maxx, which began
production in December, begins a Chevrolet product blitz that will
include the launch of 10 all-new products in just 20 months. Market
launches for the new Colorado, Aveo and SSR begin in January 2004,
followed later in the year by the Equinox compact utility vehicle,
Uplander crossover sport van and the sixth-generation Corvette. A
new premium small car, called Cobalt, will debut in the fourth
quarter of 2004, followed in 2005 by a new Impala and the HHR, a
crossover vehicle with a unique blend of Chevrolet style and
versatility. These introductions will help ensure that Chevy
continues to have the most complete lineup of cars and trucks in
the industry. "All of these Chevy vehicles provide game-changing
design, innovative features and tremendous commitment to quality
and technology," said Brent Dewar, Chevrolet general manager. "'An
American Revolution' is about our confidence to produce
imaginative, dependable products and compete with the best in the
world." New ad campaign celebrates "An American Revolution"
Chevrolet will support its new product blitz with a new advertising
and marketing campaign with the theme, "An American Revolution."
"We wanted to capture the sense that something big is happening at
Chevrolet," said Kim Kosak, general director for advertising and
sales promotion. Chevy car and truck advertising will come together
under the new "An American Revolution" theme, with the Chevy Truck
"Like a Rock" theme continuing as an important element in Silverado
advertising. Chevrolet chose a single theme so that the multiple
vehicle launches would converge into a single, powerful campaign.
"'An American Revolution' brings our product lineup together and
clearly communicates a bold new attitude at Chevrolet," said Kosak.
Chevrolet will preview the campaign starting on Dec. 19 with
outdoor advertising in key markets. Television advertising will
begin Dec. 31 when the anthem spot, called "Car Carrier," debuts on
New Year's Eve programming. Chevrolet will be the title sponsor for
Dick Clark's New Year's Rockin' Eve and a major sponsor on The Late
Show with David Letterman and The Tonight Show with Jay Leno.
Chevrolet will also be at the epicenter of New Year's Eve with
colorful electronic billboards in the heart of Times Square, on
both the Reuters Building and the ABC Supersign. "Car Carrier" was
directed by renowned director Michael Bay, whose feature film
credits include the "Bad Boys" films, "The Rock" and "Pearl
Harbor." Consumers recently got a sneak peek at the spot when a
sharp-eyed fan nabbed several spy photos of the new Corvette while
it was being filmed in San Francisco. The tone of the campaign will
be optimistic, with striking colors, uplifting music and a strong
focus on both the features of each vehicle and its connection to
peoples' lives. Said Kosak, "It's a clean approach that lets the
vehicle dominate the message while also communicating the overall
personality of Chevrolet." A passion for innovation From its
earliest days America has attracted people who have brought with
them the best ideas from around the globe and a passion for
combining these ideas in exciting and innovative ways. "From this
nation, built by immigrants, came clever ideas and sweeping change,
in everything from music to technology to literature to the arts
and beyond," said Cowger. Examples of Chevrolet ingenuity include
highly visible vehicles like the SSR with its unique convertible
top and Corvette, America's performance icon for more than 50
years. But Chevy ingenuity also includes cars like the Malibu Maxx,
with its flexible, innovative interior and confident driving
dynamics, and the new Equinox compact utility vehicle, which will
be a "game-changer" in the segment with its striking design,
versatile interior and standard V-6 power. Building from a strong
base Chevrolet's current product renaissance began in 1999 with the
introduction of the all-new Silverado, followed by new Tahoe and
Suburban, Impala, TrailBlazer and other models. These strong new
products helped Chevrolet sell more than 2.6 million vehicles per
year in the face of relentless competition from domestic and
foreign competitors, creating a strong base for Chevrolet's next 10
new product launches. "Each of these new products brings the
opportunity to further increase Chevy sales," said Dewar. "By
strengthening our truck and halo vehicle lineups and aggressively
growing our car and compact utility lineups, we believe that our
goal of 3 million sales is well within our reach." DATASOURCE:
Chevrolet CONTACT: Tom Wilkinson of Chevrolet Communications,
+1-313-667-9181, E-mail: Web site: http://media.gm.com/
http://www.gm.com/ http://media.gm.com/division/chevrolet
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