Read the August issue of Fixed Ops Journal, the parts,
service and collision magazine from Automotive News.

Let go of the past, Chevy, salute today's car lineup

I don't watch a lot of TV, so I probably shouldn't critique the "Chevy Runs Deep" spots that I haven't seen.

Oh, why not. Every American thinks he or she knows what a good commercial is. Most don't, but that doesn't stop us from pontificating.

Here's my general impression.

Trading on Chevy's heritage -- which is what "Chevy Runs Deep" does -- works for its trucks, and probably appeals to its truck buyers. Chevrolet, and the other domestic automakers, never made crummy trucks. It never built a lousy reputation it had to live down. (Toyota failed to recognize that when it thought the full-sized Toyota Tundra pickup could roll in and easily grab a hunk of market share.)

But the glory days of Chevrolet cars are four or more decades ago. Ancient history. Not many car buyers today remember fondly their red-blooded, All-American 1982 Chevy Cavalier.

And yet, some of Chevrolet's best products today are cars. The Cruze, for instance, is a car an owner can be proud of. The Volt and coming Sonic also deserve the praise they're getting.

For cars, why should Chevy look backward when the best is ahead?

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