Chevrolet’s chief marketing officer, Tim Mahoney, says Chevrolet plans for a bigger marketing push to support five vehicle launches planned for 2015.
Currently uncertain is how Chevrolet will advertise during the Super Bowl like last year. Ad Age reports that Mahoney is banking on soccer to boost global awareness for Chevrolet. Earlier this year, Chevrolet was very active with Manchester United, the British football team, taking advantage of up to 60 million viewers worldwide with a fan base of about 700 million. “It’s Super Bowl Sunday every time they play,” he says.
One feature you’ll be seeing more and more in Chevrolet advertising is technology, especially as younger, more tech-savvy customers become the bread and butter. Chevrolet’s first-in-class 4G LTE connectivity is a great example how technology has overtaken features that were stalwarts in the past. In fact, Mahoney says that “when you have a statement that you can make about the brand … 4G LTE and the things that it will enable down the road is really the bigger play [than the Colorado midsize pickup launch].”
While at the Automotive News Marketing Seminar this week, Mahoney was asked about the impact of General Motors ignition switch recalls on consumers considering GM vehicles: “The latest data that we’ve seen is no major shift in purchase consideration. It’s an interesting comment about recalls and their impact and how consumers react nowadays, but I think we’re holding up pretty well in spite of it all … Because it’s been so much in the public eye … it’s allowed us to not have to take above the line media and really talk about it.”