GM’s controversial “Chevy Runs Deep” tagline attempted to capture the nostalgia of the brand’s roots, but now Chevrolet will “Find New Roads.” With the Chevrolet brand making recent strides in global growth – the automaker says sales have increased 38 percent since the Cruze’s launch in 2009 – leading to the bow-tie brand’s new slogan: “Find New Roads.”
While the previous slogan hinted at the automaker’s heritage, the automaker’s new tagline is the first that will be used worldwide, representing one “global vision.”
The move seems to mirror Ford’s One Ford plan, and in the U.S. We’ll first see use of the slogan in the first quarter of this year before being rolled out in the rest of the world.
“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,” said Alan Batey, vice president, U.S. Sales, Service and Global Marketing, in a release.
Last year, Ford replaced its “Drive One” slogan for “Go Further,” and Toyota changed its tagline from “Moving Forward” to “Going Places.”