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.