General Motors has just officially launched Chevrolet‘s new global brand slogan in Brazil, Chevy’s second-largest market internationally.
The automaker launched Chevrolet’s new Brazil-specific ‘Juntos na direção’ communication positioning, the Portuguese variant of the most recent ‘Together Let’s Drive’ global brand slogan released late last year in the United States. This important marketing move will continue the renewal of Chevy’s image and begins the countdown to the celebration of Chevrolet’s 100 years in the South American country.
As such, Chevrolet’s new ‘Juntos na direção’ slogan in Brazil replaces the previous ‘Encontre Novos Caminhos’ or ‘Find New Roads’ slogan that the brand has used for the last ten years in the country. Notably, Brazil becomes the first country in South America and the second in the world to adopt the new brand slogan and global positioning – which began in the U.S. market in October 2023.
“This new chapter in Chevrolet’s legacy represents a dynamic response to ongoing transformations in the automotive industry and changing consumer profiles,” said Marketing Executive Director at GM South America, Chris Rego. “We worked on several researches globally to build the new signature that presents how the brand is committed to fulfilling its vision of being a pioneer in innovations that move and connect people to what matters,” she added.
According to the company, Chevrolet’s new global brand slogan was based on studies conducted with consumers in strategic markets such as the United States, Canada, China, Mexico, South America and the Middle East. It was designed to align the brand with current trends in society with new technologies, increasingly innovative vehicles and consumers who not only look for quality products, but also brands with well-defined values.
The launch of Chevrolet’s new ‘Juntos na direção’ slogan in Brazil officially began this weekend during the broadcast of the country’s most watched TV news program and will continue in all of the brand’s upcoming multiplatform communication campaigns. In addition, Chevrolet’s identity will also undergo changes using the Bow Tie in a minimalist way with the application of the outline, new and brighter colors, as well as a new font.
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Comments
Better than America’s slogan.
Same slogan only translated.
B. F. D.
With Chinese market contraction and drivers choosing domestic brands, it is Brazil and the rest of Latin America that will prevent GM from becoming a N America only company. FIAT keeps falling behind so Chevy’s main challenge is VW
GM needs to get moving with Europe plan. Would be very easy to import Buick and Cadillac EVs. Europe already has well defined luxe brands, I’m not optimistic; however, a growing Latin American middle class will help the company