Chevy May Not “Run Deep” For Much Longer
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When Chevrolet began using the “Chevy Runs Deep” tagline 18 months ago, it drew a mixed bag of responses. Some got it, others didn’t. To this day, critics are still split over those three words. But all the fuss may come to an end soon, as a report from Automotive News indicates that there are currently internal discussions mulling over a new marketing tag.
“We might transition”, said Chris Perry, vice president of Chevrolet marketing. Currently, several teams are mulling over what could be used next, though there’s nothing finalized just yet.
“We want it to be a rallying cry for dealers, owners and [our employees] that is translatable around the world. I’m not saying we’d use the same American phrase around the world, just something where the meaning translates,” Perry continued, hinting that the new slogan will align with a global marketing strategy.
Considering GM executives scan our stories and comment sections, what suggestions would you have for The Bowtie?
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Definitely change it. I didn’t really like it to begin with. Also I really don’t like Tim Allens commentating. It just doesn’t sound that great to me, it sounds kinda cheesy.
The Heartbeat of America is still strong.
Chevy runs deep if they make submarines.
They should make this a contest to win a new Chevrolet,
As long as Buzz Lightyear/Santa/Tim the Toolman Taylor is still voicing the commercials they’ll be alright. Love hearing his voice on the tv, especially with a big gold bowtie.
I personally like “Chevy Runs Deep”, but I think the complaints against it are that it doesn’t communicate anything about the current lineup of Chevy vehicles. Something about driving the future, driving into the future, 21st century driving experience, and the new things at Chevrolet, etc. The car(s) you’ve been waiting for. The Volt is a big deal, I’m really stoked to see what else is in store – they need to convey that to everyone. Something that alludes to the fact that there is more to come from Chevy and everyone should tune in (in addition to making great strides right now).
Luke, great comment… I like “Chevy runs deep” as well but agree strongly that there needs to be more focus on not just what the future will bring, but a focus on the cars themselves, make the vehicle the celebrity. I don’t care how peyton manning likes the driver information system… I care how the car looks drives ect… Not saying that actors can’t sell Chevys or Buicks, but the car should be the focus…
Chevy….on the job
Chevy, no problem
Chevy….like a rock
After my daughter was born I decided to giver the middle name Rochelle (her mom had first dibs on the first name). Rochelle is a French name which means “Like A Rock”. I grinned widely and said…this should point her in the right direction! I’ve always loved that slogan, but to be honest, it only really works with the trucks. I can’t really see a Sonic or a Volt as being anywhere near “a rock”…”Heartbeat of America” brings back memories of neon lights and the Lumina…Not good images…So I say move forward…don’t bring back any old slogans. I say go to a single or a double word slogan. VW has “Das Auto” (which means The Car…but I think they really mean THE Car)…and before that they had Fahrvergnügen (which nobody knew what the heck that meant but it sounded cool). Both slogans have worked and are working well…
I still love the old slogan of “like a rock” from the 90’s. get bob seiger to sing it again, it was strong, spoke of Chevy the right way. It went deeper than Chevy runs deep.
The whole “Runs Deep” means people who have a connection with their Chevy’s, now and their past Chevrolet vehicles. I am 28 and when I was 16 my first vehicle was a 1997 S-10 2wd extended Cab 4.3L V6, Chevy runs deep for me since my entire family has owned them as far as I can remember. As for Tim Allen being the voice of the commercial, who would be better? He is a Michigan native and a car guy to boot. Who should they have, some one with no ties to Michigan and the big three? Tim Allen grew up on Woodward Ave, racing cars, the dream cruise, ect. So, Stanto, I completely disagree with you, respectfully!
‘Chevy Runs Deep’ is about as powerful and as motivating as saying: ‘We Don’t Suck’.
I’ve been in deep water (no fun), in over my head (less fun), and in deep doo-doo (even worse). They were as much fun as reading Jacques Derrida, who some say is deep, but not me. Such ‘deep’ people are also macrobiotic Yanni groupies, drive Priuses, and they never met a back they couldn’t bite…except their own. They personify the downsides of ‘deep’.
Chevy Runs Deep was good for the centennial, but it doesn’t work if they want to grow as a company. Chevy Runs Deep in America, but not in South America, Russia, Europe, etc. They don’t even refer to the brand as Chevy. I hope the ‘Chevy swear jar’ works its way into the slogan, so it can focus on globalizing the brand.
I agree that the slogan should be short and to the point. ‘Moving Forward’, ‘Go Further’, and ‘Drive One’ work around the world.
JustinF nailed it. If GM wants Chevrolet to be a global brand then the brand slogan MUST be something which everyone in all markets can associate Chevy vehicles with.
It needs to be a global slogan, something that can be used everywhere.
Also, something that, when translated, doesn’t say “Chevrolet has burt your grandmother’s tomato’s”. Simple and to the point and means pretty much the same in every language.
GREAT comments here. Runs deep talks about the past, and most people don’t remember a 57 Bel Air, 69 Camaro or a 77 Monte Carlo in their life- they think of dreadful Citations, Coriscas and “Leminas” that fell apart or that they rented.
Ford’s “Go further” is mighty weak. Can’t believe all the millions they WASTE on no talent ad agencies that come up with junk. Time to re-hire Leo Burnett (steak-it’s what’s for dinner) or Chiat Day (Jack-in the box); groups that just have more talent.
“most people don’t remember a 57 Bel Air, 69 Camaro or a 77 Monte Carlo in their life”
That’s because new car buyers dont’ want old cars, they want new cars; cars that are in every way better than junk from 40+ years ago.
Chevrolet is a car company, not a dusty photo album. You don’t hear MB droning on and on about the 50’s and 60’s in their ads, their ads are oblique and of the times.
They may reference their past (SLS for example), but they NEVER uphold their past as being a standard of which to work towards today.
Screw the past.
They need something like “Chevy……Remember the past, step towards the future.”
This is just an example.
never got the chevy runs deep
How about something fresh like Chevy Generations of reliability and fun!, or Chevrolet today now and forever! I have driven every Chevy imaginable, as well as poor old Pontiac and Oldsmobile. Chevy seems to have the staying power and largest global market!
Is it possible to have more then one… Chevy runs deep reminds people of the good ol days, minus a commercial with a citation or crapalier… Then you could develop a range of themes that brought in a range of customers…
grawdaddy… good point…