For more than half a century, the Chevrolet brand has been draped in the red, white and blue of Americana, thanks to advertising themes such as "Baseball, Hot Dogs, Apple Pie and Chevrolet."
It worked well for years. I can still hear Dinah Shore belting out "See the USA in your Chevrolet, America is asking you to call. ''
But now, as part of the campaign to make Chevy a global brand, marketing execs are using different themes overseas. Part of the reason is that Chevy is selling small cars built in Korea in addition to North American products such as the Corvette.
So in Europe, the Chevrolet brand is being linked to auto racing and soccer, the two most popular sports there.
In Germany, Chevy has only a 72 percent brand awareness among consumers but wants to raise it to 80 percent by year end, according to Automotive News Europe, a sister publication to Automotive News. So the advertising stresses value for consumers.
The trick is to make an all-American brand with a French-sounding name appeal to German consumers.
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