General Motors has announced the start of a new advertising campaign for the Chevy Cruze in South America, the only region on the planet where the Chevrolet compact car is still manufactured and marketed. The automaker decided to renew its marketing efforts to promote the Cruze with a new focus on South American markets and especially Argentina, where the vehicle has seen a large sales increase so far this year.
The new Chevy Cruze ad campaign is called “Xennials,” a word deliberately created to describe a very specific generation of customers who are neither “X” or “Millennials,” but rather GM South America creatives somewhere in between. The advertising has just started in Argentina, the main market for the model today, and is expected to soon include Brazil and other countries in the region as well.
“We wanted to reaffirm our commitment to the Cruze, not only because it’s our iconic locally produced car, but also because it’s the Chevrolet car that always introduced new technologies for the brand and for the market in general,” said Responsible for Content of GM Argentina, Maria Visca, in a statement. “The category that Cruze is in has always played a leading role in the domestic market, but despite the SUV segment boom, we showed that this car has everything to meet the challenge of redefining it,” she added.
According to GM, the second-generation Chevy Cruze is a vehicle inspired by a unique generation in history, which was born in a completely analog world, but grew up being part of the digital transformation, being able to enjoy analog and digital technologies alike. For that reason, in collaboration with its global advertising agency Commonwealth // McCann, the company created this new marketing strategy for the model.
The new campaign’s first commercial shows that the Chevy Cruze represents the best of two worlds and this makes it a unique car, delivering the best driving enjoyment in its category, with all the comfort and performance of its 1.4L turbo engine. And at the same time, it incorporates innovative technologies such as on-board Wi-Fi, remote start via app, wireless cell phone charging and projection as well as autonomous emergency braking.
The new ad campaign kicks off the 2022 model year of the Chevy Cruze and is already on the air both on Argentine television and on social media. In addition, over the course of the year, different “brand experience” and “branded content” actions will be added in the brand’s own channels and selected media. The Chevy Cruze is manufactured exclusively at the GM Alvear plant in Argentina, which supplies a dozen countries in South America.
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Comments
The Cruze was a wonderful entry level and popular car for North America . It definitely should be brought back here. As the younger folks graduate from college and buy their first new car, trucks and big SUVs have little appeal to them. GM is making BIG mistakes getting rid of cars like this which was Chevy’s best selling model. They are making sure that younger buyers go to and stick with foreign makers. How stupid!
If you look at the steady and significant decline of Cruze sales you would see that this was done to cut losses. (do the research, this is real). Sedans are far behind the SUV/Pickup sales and would end up costing GM (like Ford and the others that have dropped the sedans) when not making enough cars to make a profit. Last I looked GM is not a charity. I own a Cruze and love it! I’m sorry the US lost the manufacturing but it was decided by the customer not GM.
just like Buick, Chevrolet, etc, GM never promoted any of these sedans. When was the last time you ever saw an add specifically for any of these products? They were wonderful cars. Besides that, now everyone has to buy “foreign” to keep up their image – stupid, of course. Why has Toyota, Honda, Nissan and the rest elected to keep making sedans? And one of the biggest US car market killers is Consumer Reports. These are the same guys who rate soaps and toasters and don’t know anything about cars. By building only trucks (including SUVs), GM and Ford are not setting up their companies for the youth future. Markets change much faster than they can respond and take market share. Remember just a few years ago when no one wanted big SUVs and trucks, but had to buy small cars?
I rely on Consumer Reports for all my automotive knowledge. That’s why I drive a Rambler. Kidding. It does get better mileage than the Falcon.
Happy the Cruze lives on somewhere.
I had a 2017 LT lease w/ sun and sound package + dealer installed fogs and spoiler. It was a looker and the LE2 was a competent engine. Got 30+mpg. I was disappointed there was only the Malibu to chose from at my lease end. Kicking myself for not buying it out.
First cars are important and after the fact, no one is going to aspire to buy Gm.
If GM doesn’t sell it here, I don’t care .
My wife’s 2017 Cruze Premier is currently at the body shop with the interior taken apart looking for a water leak. Keep it in South America. No big loss.
Keep it out of the water. They aren’t subs.
Could have been a great car in US if GM could have engineered out all the problems it had especially the PCV issue and terrible transmission. Cruze kits fixed the pcv problem and changing tranny fluid every 30k would’ve helped. Still own a 2011 trying to keep all the oil leaks in check. Good luck South America you’ll soon learn profits over reliability.
After GM was bailed out by the American taxpayers ‘ to keep good jobs in America’ they closed and sold their second largest assembly plant in the US at lordstown Ohio.
I believe they will eventually return to selling foreign made cars in the US.
This is a basic screwing to every American who paid to save them and we all did. It’s a screwing to all their employees who lost jobs when the plant closed and GM added a new blazer in Mexico.
Screw you back $40 million mary Barry. I will never buy GM.
Mary sends regards to your mother.