SHANGHAI -- Shanghai General Motors is launching the Chevrolet brand in mainland China.
The automaker's marketing campaign aims at mass-market buyers, including many Chinese who never have owned an international-brand vehicle.
The campaign portrays Chevrolet as a car that buyers can trust for its reliability and heritage.
"We want consumers to understand that the global popularity of Chevy is a great endorsement for the brand," says Sharon Kum, managing director of the McCann Erickson Worldwide advertising agency in Shanghai.
Shanghai GM, a joint venture of General Motors and Shanghai Automotive Industry Corp., is running a 60-second TV spot to introduce the campaign.
The commercial begins with short scenes of people who trust each other.
The spot then shows how Chevrolet workers focus on the details of the cars they make.
GM has built Buicks in China since 1997.
It will start making Cadillacs in China this year.