The announcement of Chevy‘s new “Find New Roads” global tagline earlier this week brought about mixed reactions. But whether you like The Bow Tie brand’s new motto or not, there’s no denying that there’s movement afoot at GM’s bread-and-butter brand, or that the new motto will result in at least some internal and external consistency. So to provide more context to the tagline and its creation, we thought it apropos to bring you the following quotes from GM executives about ‘Find New Roads’.
Mary Barra, Senior VP of Global Product Development
“Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward,” said Mary Barra, senior vice president of Global Product Development. “We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision.
“As we develop new products our designers and engineers will be empowered to find smarter solutions to address customer needs and make their lives better.”
Alan Batey, Vice President U.S. Sales, Service & Global Marketing
“This is the right time to launch this initiative with over 20 vehicle launches globally in 2013,” said Alan Batey, vice president, U.S. Sales, Service and Global Marketing. “We are continuing to grow globally, especially in key emerging markets, and Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers.”
“Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets,” said Batey. “The theme has meaning in mature markets like the U.S. as well as emerging markets like Russia and India, where the potential for continued growth is the greatest.”
Do these quotes change your perspective of ‘Find New Roads’? Talk to us in the comments.
Comments
I feel that we built up on the “chevy runs deep” so high and then end it is kinda weird for one. But I think its less distinctive as actually having the word chevy in it and running deep into history and heritage … I could say more about this but minds clouded right now
Taglines don’t impress me no matter what they say, unless it’s a label for something substantive. For example, SkyActiv has meaning to me. When I hear that word I think of all of the efficiencies that define it. I think of the real-world mileage results. “Find new roads” is just as meaningless as “… runs deep.” I don’t know anyone that bought a car because it ran deep or because they wanted to find a new road. I would hope the public is more discerning than to be affected by taglines. Maybe GM has too many psychologists and marketing types on staff and not enough engineers.
SkyActiv means mileage? efficiencies? huh?? Really? That is quite a stretch.
Sounds more like some kind of new fangled airplane or military drone.
At least find new roads has something to do with a car. You know, cars run on roads and part of owning a car is driving and if you are a little adventurous perhaps even finding new ones as you explore the world.
Vette you totally missed the point of my post. SkyActiv is a name for a collection of efficiencies, most notably a new generation of engines and transmissions. The gasoline engines utilize higher compression ratios, unique pistons, reduced friction, etc. The transmissions lock out the torque converter for all but low speeds, which improves mileage without losing smoothness when you need it. There are structural improvements and more high strength steel to increase stiffness in a car with less weight.
SkyActiv is a name with meaning. It’s essentially a name for a generation of vehicles that spans different body styles and size classes. They could have called it Project X, and that would still be better than hearing a name or phrase that is just a buzzword.
Which car would you buy? One where you’ve learned of a list of creative improvements, or one that still leaves you with questions.
As an engineer, emphasis on a meaningless phrase makes me more skeptical of the brand itself. I want to know about the technology. Why is Chevy better than Brand Z? Tell me GM. Tell me specifically what makes a Chevy Best in Class.
Really did not miss your point.
Skyactive as a tagline may sound cute and all but what does it have to do with cars? Sure if you go to the store and talk to a salesmen he will tell you what it stands for and you might even remember it the next day but doubtful. That is why I bet if you asked 100 people only 2 would have any idea it has to do with a car, much less Mazda. I know I would not know and I follow the industry. Then again I do not watch ads anymore.
A good tagline should mean something and be easy to remember. That is why “see the USA in your Chevrolet” was so fantastic. IN the 50’s after the war that is what Americans did. They had the money to see the USA, and why not do it in a Chevy.
We have not heard the ads to “find new roads” but I bet it will mean a lot more than skyactive and will be more memorable. In fact I think it will be a great tagline and we will see some great ads tied to it. I can think of many, such as a family in a Traverse taking vacations to other states, maybe even other countries since it is a world brand.
Actually in thinking about it, skyactiv is not a tagline. I thought Mazdas tagline was ZOOMZOOM which is one of the best ever.
@62vetteefp yupp, SkyActiv is Mazda’s name for the new generation of fuel-efficient yet fun-to-drive technologies (engines and transmissions, mostly). The brand’s tagline is ZOOM-ZOOM, which is awesome.
I think Chevy should find a new logo. The bowtie is getting old, and looks a little silly, especially on SUVs.
Uninspiring. For the US the Heartbeat was unbeatable.
We will see what comes of the add campaigns, hopefully it will be good. Not all roads are the same, I specifically think of I-70 between Kansas City and St. Louis Yikes… Its like road warrior, littered with Semi’s. There is allways some major accident that has the Highway shut down for hours… I guess if I was going be in a car through that I would prefer to be in a Chevy…
I still like manoli’s forge new roads
HatchforUS: SkyActive is completely meaningles to me… What does the sky have to do with an automobile… Go buy your Mazda 3 hatch and get on with your life…
C’mon guys. The discussion here is about whether a term stands for something. What is behind the phrase, buzz word, “tag line,” or whatever you want to call it. I provided an example of something that is substantive.
When a GM exec says ” …. Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers…..” I want to know HOW? How will Find New Roads drive consistency? GM is implying that this is something more than just a tagline, so what are we getting here?
I’ve owned more GM vehicles than all others combined, but with age I’ve also learned to be more discerning. I want a better GM and a reason to buy my next car from GM.