Chevy launches new ad campaign

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DETROIT - General Motors Co, thelargest U.S. automaker, is dropping its "Chevy Runs Deep"marketing campaign in favor of a tagline that GM officials saidwould better resonate with consumers outside the United States.

The new tag for the Chevrolet brand will be "Find NewRoads," which will appear in U.S. advertisements this quarter.

"We have sold Chevrolets around the world for almost acentury, but this is the first time we have aligned behind oneglobal vision," Mary Barra, head of GM product development, saidin a statement on Tuesday.

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"Chevy Runs Deep" was the brainchild of Joel Ewanick, whowas fired last year as GMs head of U.S. marketing. Thecampaigns patriotic tenor was designed to evoke the passion ofChevrolet around the time of its 100-year anniversary.

But critics said the campaign failed to connect well withcustomers. GM officials said the new tagline would do better inthe more than 140 markets that sell Chevrolet cars and trucks.

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