GM has filed to trademark its new “Together Let’s Drive” Chevy advertising slogan, the successor to its previous “Find New Roads” tagline.
GM’s October 30th, 2023 filing with the United States Patent and Trademark Office (USPTO) is assigned serial number 98245964 and specifies that the mark will be used to provide “consumer information about automobiles for sale or lease.”
The filing further specifies this information will be provided via “printed material, audio and video recordings, television and radio advertising, online advertising, internet web sites and promotional contests.” The document also specifies the vehicle types covered by the tagline, which includes cars, SUVs, trucks, and other passenger vehicles.
The “Together Let’s Drive” tagline was explained as an appeal to unity in America, with advertising focusing on the “positive, hopeful and optimistic” aspects of Chevrolet ownership. Bow tie marketing VP Steve Majoros describes the new promotional approach covered by the motto by saying “it’s brighter, it’s more colorful, I think it’s more specifically tuned in with people’s mindset.”
The introductory video for “Together Let’s Drive” accidentally leaked images of the 2025 Chevy Equinox Activ trim level in Cacti Green exterior paint. GM Authority got several screenshots of the Equinox Activ before GM deleted that section of the video, substituting a 2024 Chevy Trax compact crossover for the new Equinox.
While “Together Let’s Drive” is Chevy’s main tagline, GM also plans a second ad series based on vehicle price and affordability. This ad series will receive more resources dedicated to it than the upbeat “Together Let’s Drive” series and will feature in Fox News coverage of the World Series along with other major advertising magnets.
GM filed the trademark application for its previous advertising slogan, “Find New Roads,” back in January 2013, slightly more than a decade ago. The motto is now considered a bit dated by GM and due for replacement by a fresher tagline.
Trademarking major advertising slogans is standard procedure for GM and other automakers.