Media Europe

'Make it happen' is Chevrolet's new tagline

2011-06-21

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Zurich.  Chevrolet today launched a new brand campaign and tagline for Europe in the brand's centennial year, supporting the market introduction of seven new cars in 2011. The campaign has been launched in several European countries, it will be visible in many channels: TV, print, outdoor, online, dealer marketing and relationship marketing.

"Chevrolet’s DNA is all about the spirit of optimism and opportunity, the passion for expressive design and the value for money that Chevrolet has always been known for," says Wayne Brannon, President of Chevrolet Europe.

"If you ask 100 Europeans what they know about Chevrolet, research shows that 85 of them think of 'Chevy' as a brand with American roots and values. No other volume brand in this marketplace can say that," continues Brannon.

The 'make it happen' brand campaign, developed by G2 / Herezie, Chevrolet's lead creative agency, includes the full line-up of cars that Chevrolet offers: mini, small, and compact cars, SUVs and iconic sports cars, Camaro and Corvette, as well as the Volt electric car with extended-range capability.

"The integrated tagline 'Chevrolet - Make it happen' embraces the element of 'empowerment' and 'can-do spirit' people already connect with U.S. culture: encouraging us all to grab any opportunity that presents itself for us to make the most of every day. The new TV spots and print ads show viewers how important it is not to miss important opportunities in their lives: 'no more missed opportunities'.

The campaign uses distinctive American style elements that enable viewers to connect to this spirit of optimism and opportunity: typical locations clearly associated with the US, like the Pacific Coastline, the skyline of L.A., the desert of Arizona, cinematographic TV and photo styles and American music," said Eric Wepierre, Director Brand and Marketing.

G2 / Herezie has been Chevrolet's appointed communication agency since October 2010, responsible for the brand's advertising, international product literature, below-the-line and point of sale communication.

About Chevrolet

Chevrolet is General Motors' largest global brand with annual sales of about 4 million vehicles in more than 130 countries. It is the fourth biggest global car brand in terms of sales and also one of the fastest growing brands in the world. Chevrolet cars combine passion, bold design and practicality. They provide outstanding value for money. After re-launching the brand in Europe in 2005, Chevrolet more than doubled its sales to over 500,000 in 2008. In 2010, Chevrolet grew its market share in Europe to 2.5 percent, selling 477,194 cars. Chevrolet has a network of more than 2,700 dealers and service points in Europe. The Chevrolet line-up includes the Spark city car, the small Aveo, the compact four-door Cruze, the Captiva SUV and the legendary Corvette sports car. In 2011, Chevrolet is launching seven new cars: the all-new Orlando family van, the new Captiva SUV, the Corvette Grand Sport Coupé, the all-new five-door and four-door Aveo, the five-door Cruze, the Camaro coupé and convertible and the award-winning extended-range Volt electric car. Chevrolet's biggest markets in Europe are Russia, Italy, Germany, Spain, France and Turkey. Established in the U.S. by Swiss émigré Louis Chevrolet in 1911, the brand is celebrating its centenary in 2011. More information on Chevrolet can be found at www.chevroleteurope.com or media.chevroleteurope.com.