Since the local launch of the all-new Chevrolet Tracker in the first quarter of this year, General Motors has clearly indicated its ambitious strategy to position the crossover as the best-selling utility vehicle in Brazil. To further boost its excellent sales performance and highlight its leadership in transforming the small SUV segment, the company has just launched a new Tracker advertising campaign in the South American country.
With the slogan “The SUV that restarted the category,” the new advertising campaign for the Chevrolet Tracker emphasizes the most outstanding characteristics that make it the benchmark in the subcompact utility segment in Brazil. In this market, the new Tracker is the only model in its category that comprehensively addresses each of the aspects most valued by customers such as design, connectivity and performance.
“The new Tracker sets new standards among SUVs. It innovates by delivering everything that the consumer really values,” said Marketing Executive Director of GM South America, Hermann Mahnke, in a press release. “It brings real SUV size and offers technologies that make everyday life much more practical and safer,” he added.
To underscore the impact of the all-new Chevrolet Tracker in the Brazilian utility category, the new ads have a video game-inspired aesthetic with auto racing, phase changes and a game reboot. They show that SUVs have gone through many phases, but only the Tracker completely changed the rules of the game with the most efficient turbocharged engine in its class, on-board Wi-Fi hotspot, Chevrolet MyLink with eight-inch touchscreen and six airbags as standard in all trim levels.
The new Chevrolet Tracker advertising campaign in Brazil began its rollout on November 1st, and includes multiple ads for television, digital media and clever pieces for the Bow Tie brand’s social media channels. In the latters, Chevrolet continues the hashtag #ChegaDeArrependidos (No More Regrets) that it has used since the launch of the latest-generation Tracker in the Brazilian market.
This new communication push is part of GM’s aggressive marketing effort to boost the positioning of the new Chevrolet Tracker and consolidate its leadership in the highly competitive small utility segment of the largest country in South America. The company recently optimized the model’s powertrain lineup in this market to better serve local demand and maximize exports.