Chevrolet's Find New Roads Campaign Aims to Grow Brand Globally

As Chevrolet continues to expand its global operations it is aligning its engineering, design, and retail operations behind a single vision and communications platform – Find New Roads.

The foundation of this new guiding principle is Chevrolet’s legacy of innovation and commitment to doing the right thing for consumers, according to the automaker. Find New Roads will be the touchstone for the brand as it develops new products and technologies for sale in more than 140 markets.

“Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward,” said Mary Barra, senior vice president of Global Product Development. “We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision.

Since the launch of the Cruze mid-size sedan – the brand’s first truly global vehicle – in 2009, Chevrolet sales have grown about 38 percent, according to the company.

“This is the right time to launch this initiative with over 20 vehicle launches globally in 2013,” said Alan Batey, vice president, U.S. Sales, Service, and Global Marketing. “We are continuing to grow globally, especially in key emerging markets, and Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers.”

Chevrolet’s approach to marketing and the retail experience is already aligning with this new global vision. Last year Chevrolet selected Commonwealth, a newly formed advertising agency, to service Chevrolet advertising around the world. The brand also has launched a program to train dealership personnel to approach every aspect of their business differently to improve the retail experience.

In addition to driving internal consistency for Chevrolet, Find New Roads also will be used in advertising around the world, beginning in the United States this quarter.

“Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets,” said Batey. “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.”