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

These days, Chevy belongs to the world

The unveiling of "Find new roads" as Chevrolet's new tag line brings a flood of memories of great and not-so-great Chevy ads.

The classic, best-of-them-all has to be Dinah Shore singing "See the U.S.A. in your Chevrolet." Hey, how many other advertising jingles from six decades ago can you hum?

Some Automotive News readers, noting the strength of "See the U.S.A.," already are criticizing "Find new roads" for not sufficiently playing up Chevy's image as an American brand.

Chevy today is a global brand. Yes, it needs to be proud of its American-ness. But its marketing also has to resonate in the world's largest auto market: China. Doing both is the challenge facing Chevy's marketing team.

Besides, I can't help but wonder: Did "See the U.S.A." really resonate with buyers in Canada?

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.


Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.