Chevrolet – On the road again

This case history outlines the efforts of Chevrolet, the General Motors brand, to appeal to Generation Y consumers in Argentina, Brazil, Chile, Colombia, Ecuador and Venezuela.

Chevrolet – On the Road Again

Brand: Chevrolet (General Motors)

Markets: Argentina, Brazil, Chile, Colombia, Ecuador, Venezuela


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...

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