Updated, corrected slogan.
After trimming its brand portfolio from eight brands to four, General Motors now needs to decide how it will market its remaining core marques in Chevrolet, Buick, GMC, and Cadillac. Given that Chevrolet makes up roughly 70 percent of GM’s U.S. sales volume, it’s safe to say that marketing the bow tie brand and its vehicles is rather important for The General.
Citing the ever-elusive “people familiar with the situation,” the Wall Street Journal reports that Chevrolet’s newest slogan will be “Excellence for everyone.” Chevy trucks will get a new ad slogan of their own: the WSJ says that it will be a phrase along the lines of “most dependable, longest lasting.”
Apparently, Chevy’s new ad campaign is due out this summer, something we predicted when GM announced that it pulled its account with Campbell-Ewald after a 91-year relationship. It looks like we’re about to find out what Publicis Groupe Worldwide, the newest agency of record for Chevrolet, has in store for GM’s bow tie brand.
And it will be even more interesting to find out what changes Joel Ewanick, GM’s brand new marketing chief, will make to the marketing campaign. Just yesterday, GM announced that it has replaced Susan Docherty with Ewanick to head up marketing for its U.S. division.
So what do you think of “Excellence For Everyone”? Let us know in the poll below the break!