Sometime in the beginning of February, Chevrolet Chief Jim Campbell announced that the bow tie brand will no longer use its ‘An American Revolution’ tagline. Citing a new communications strategy, Campbell told Automotive News that
There’s not really an all-new theme … It’s really communications focused at those target customers.
Essentially, this means the plan is to use different marketing approaches to reach the various target markets (customers). You could also say that the Chevrolet brand name will become the tagline in and of itself.
The GM Authority Take
This humble blogger was a fan of the ‘American Revolution’ motto, but its time has come – and gone. If executed properly, customers can be reached with targeted ads by promoting the Chevrolet brand name alone. And given the recent slump in the American auto industry, identifying Chevy’s American roots may not be a strength, but rather a weakness (as much as it saddens me to say that).
However, GM’s recent ‘May The Best Car Win’ promotional (and marketing) campaign may be considered a unifying catchphrase between all of The General’s brands. But even then, I think it’s a fairly established and agreed-upon fact that each GM brand must be able to stand on its own from both the sales and financial perspectives.
For the sake of nostalgia, here’s the commercial that kicked off the American Revolution campaign. Michael Bay and Transformers fans will undoubtedly catch a few Autobot references.[Source: Automotive News]