New paths move an increasingly global Chevrolet

After thirteen years of was ' count on me ', came the turn of Chevrolet entering the generation ' Find New Roads '. Behind the fourth great cycle of brand identity in Brazil — the others were ' take action ' in the years 70 Chevrolet, and ' Walking in front, in the 90 — is a global strategy: put the Golden tie, the symbol of the group, the select hall of the ten largest on the globe. And this in a relatively short period: 10 years.
Bold for those who even figured in the recent rankings of the TOP 100 in the world — both the Forbes and MillwardBrown surveys do not pose the major brand today--but the centenary of automotive industry believes this be a possible challenge. "It's a big mission, is a long mission. Why we are opening a path for the next ten years. The universalization is the first step for the brand start earning this force ", explains Hermann Mahnke, Director of marketing for Chevrolet in Brasil.Com 15% of the entire volume of Chevrolet in the world, the country is one of the main markets for GM.
Portfolio has been renovated with luxury consultant
Signed internationally by Commonwealth agency, the campaign raised in Brazil by WMcCann two weeks ago consolidates the update cycle of the company's product catalog, started at the end of 2011. The presentation of the Cobalt sedan in November of that year so far, a total of ten cars appeared in a range of 20 months. Example emblematic of new phase and a willingness to break protocols was the presentation of the renovated SUV Tracker, the last vehicle to integrate this rejuvenated family. "It was the first time we launched a vehicle within a campaign, but we decided to do the avant-première of a product that will reach the market in October. The Tracker is already an important protagonist of this new phase, "explains Mahnke.
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Between products such as Sonic, cross, Onix, Spin, New S10 and Trailblazer, responsible for a renewal of 80% in the mix offered to the market. The only remaining old guard Celta, Classic and Agile, which were redesigned. "From the moment we get famous brands such as Astra, Vectra, Corsa, Meriva and Zafira, we have to show the new forces to the consumer. Nothing better than doing that with a global positioning, in which the impact is the same in 140 countries where the brand is present ", the marketing director.
And since, especially in the Brazilian market, is something aspirational, nothing like a hint of sophistication to the portfolio. Not by chance, the luxury consultant Carlos Ferreirinha, who introduced the operation of Louis Vuitton in Brazil, was called to help the automaker in some key projects.
The first call was sales ' Find New Roads ' is still in the oven (the July data will only be disclosed to the market at the beginning of August by Anfavea). But the results of the campaign underscore a high expectation — that will be confirmed if the success of marketing efforts translated into plates issued.
While the formal license plates are not compiled, the data available to measure the new phase are on Facebook, the social network in which the GM subsidiary had not yet geared for competitors such as Fiat, Volkswagen and Ford.
In a few days, the Chevrolet vehicles had a 22% increase in the number of ' likes ' (or ' enjoy '), which represents about 220 thousand new clicks. Enough to overcome the national Ford page and take the top two in the race online. When considering all the media, especially television, Hermann calculates an impact in 41 million Brazilians only during the first 10 days of the campaign.
And what will be the fate of all the effort? The ambition of General Motors to horizontalizar Chevrolet, today responsible for 53% of the entire volume of the company, in a same concept is clear: put the Golden tie among the ten largest on the globe.