Chevrolet – On the Road Again
Brand: Chevrolet (General Motors)
Markets: Argentina, Brazil, Chile, Colombia, Ecuador, Venezuela
THE MARKETING CHALLENGE AND BRAND INSIGHT:
In Latin America, Chevrolet was facing a worrying image issue: Its position among top choices for new car buyers was eroding and sales were starting to slow down.
The situation was particularly serious among the Generation Y demographic (ages 18–24); Chevrolet was suffering from a strong association with older generations. The “that's my dad's car” reputation was literally hijacking the brand's image: In the absence of any new, relevant messages, Chevrolet was simply not perceived...