Complex Made Simple

Chevrolet finds new roads as brand grows globally

Chevrolet is the world's fastest-growing major automotive brand and as it continues to expand its global operations it is aligning its engineering, design and retail operations behind a single vision and communications platform – Find New Roads.

The foundation of this new guiding principle is Chevrolet’s legacy of innovation and commitment to doing the right thing for consumers. Find New Roads will be the touchstone for the brand as it develops new products and technologies for sale in more than 140 markets.

In addition to driving internal consistency for Chevrolet, Find New Roads also will be used in advertising around the world. It began in the United States in the first quarter of this year, and more recently in the Middle East.

“Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward,” said Ahmed Soudodi, Chevrolet Brand Manager for the Middle East.

“We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision.”

“As we develop new products our designers and engineers will be empowered to find smarter solutions to address customer needs and make their lives better.”

Chevrolet sold more than 2.46 million vehicles around the world in the first six months of 2013, achieving its 11th consecutive quarter of record sales. The brand sold more than 1.3 million Chevrolet vehicles in the second quarter, up 2.3% year-on-year.

In the Middle East, Chevrolet dealers saw record sales for the Tahoe and Malibu which helped drive the brand’s sales in the region 6% higher year-on-year in July. Dealers registered their best July sales month since 2008.

“With over 20 vehicle launches globally in 2013, this is the right time for Find New Roads,” said Soudodi.

“We are continuing to grow globally, especially in key emerging markets such as the Middle East, and Find New Roads will help us drive even more consistency – both internally with our employees and externally with customers.”

Chevrolet’s approach to marketing and the retail experience is already aligning with this new global vision.

Last year Chevrolet selected Commonwealth, a newly formed advertising agency, to service Chevrolet advertising around the world.

The brand also has launched a program to train dealership personnel to approach every aspect of their business differently to improve the retail experience.

“Find New Roads will enable the whole company to rally around a consistent philosophy for the brand, and at the same time serve as an external message that works in all markets,” said Soudodi.

“The philosophy has meaning in mature markets like the U.S. as well as emerging markets like the Middle East, Russia and India, where the potential for continued growth is the greatest.”