Chevrolet develops a more inclusive global brand image

This event report discusses how Chevrolet, the auto marque, has developed a more inclusive brand image that builds on its all-American roots, but also holds an international appeal.

Chevrolet develops a more inclusive global brand image

Geoffrey PrecourtWarc

In 1952, Dinah Shore invited Americans to "See the USA in your Chevrolet."

Not only has the market changed - Chevrolet now sells its cars in 140 countries, Tim Mahoney, the brand's global cmo and global leader for General Motors' marketing operations, told the 4A's Transformation 2014 conference in Beverly Hills, California - but getting the attention of potential buyers is a lot more complicated than featuring a ballad on a network TV show.

Photo credit: Brian McCarthy/Corporate Close Ups

Mahoney was careful to make the distinction between...

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