DETROIT -- Chevrolets use of An American Revolution will end this fall when it unveils a new advertising campaign.
Were in the process of developing a new campaign for Chevrolet this fall and it could potentially have a new tag line, Ed Peper, vice president of Chevrolet, told Automotive News. Its really to evolve the brand. I dont want to give anything away to our competition, but itll be very focused on our consumers.
Peper said the campaign will emphasize the message that Chevrolet delivers great products.
Chevrolet has been using the American Revolution brand campaign since 2004. GM exited from Chapter 11 bankruptcy today. Peper said given the emergence of a new GM along with the longevity of Chevrolets current campaign and tagline, its the right time to make a change.
I think American Revolution was a great campaign and served a great purpose, Peper said. At this point we want to take it in a different direction.
Peper declined to say when the new campaign will began, but said itll air in many places and be a big. Chevrolets marketing budget for the second half is stronger than the first half. The new campaign and promoting the new Chevrolet Equinox SUV will comprise the lions share of the marketing budget, Peper said.
Chevrolet sales currently make up 60 percent of GMs U.S. sales volume. With GM shuttering the Pontiac brand and selling Saturn, Hummer and Saab, Chevrolet will have to account for 70 percent of GMs annual U.S. sales, Peper said. With fewer dealers, marketing becomes more important than ever to meet that goal. Chevrolet is terminating about 900 of its 3,800 Chevrolet dealerships by October 2010.
Peper said he will meet with Bob Lutz, GMs new marketing chief, on Tuesday to review Chevrolets advertising plans and media strategies for key products. He does not expect a change in Chevrolets ad agency, Campbell Ewald.