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.