In relation to its global brand expansion, Chevrolet is adopting a new slogan called 'Find New Roads'. This aims to align its engineering, design and retail operations to the brand's new guiding principle. After a failed 'Chevy Runs Deep' launched for the brand’s centennial celebration conceived by Global Marketing Chief Joel Ewanick, who was fired last year.
"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.
"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.
Find New Roads aims to continue on the success of global models like the Cruze and the Sonic. With success of the Ford's 'One Ford' program, Chevrolet definitely needs to find new roads.
Find New Roads also will be used in advertising around the world, beginning in the United States this quarter.