Chevy hopes to "Find New Roads" in first global campaign

01/8/2013 | Detroit News, The · Wall Street Journal, The

GM is embarking on its first truly global campaign for Chevrolet, hoping to reverse its fortunes in the U.S. and find new markets abroad. The automaker hopes the new tagline "Find New Roads" will translate globally better than "Chevy Runs Deep," which it is dropping. "When you see Apple in Shanghai or you see it in London or you see it in Sao Paulo, you see the consistency coming through and that's what we have to do," says Alan Batey, interim global marketing chief at GM.

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Detroit News, The · Wall Street Journal, The

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