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Chevrolet Launches 'An American Revolution' Campaign, Previews Aggressive New
Product Rollout
- Chevy reaffirms goal of industry leadership
DETROIT, Dec. 18 /PRNewswire/ -- Chevrolet will use "An American Revolution" as
the theme for a comprehensive new advertising campaign to support its launch of
10 new Chevy cars and trucks during the next 20 months, Gary Cowger, president,
GM North America, announced today.
The new product barrage, which includes a completely updated passenger car
lineup, a new midsize pickup, three innovative utility and crossover vehicles
and two new halo vehicles, is part of Chevrolet's strategy to increase sales to
3 million cars and trucks per year and reclaim industry leadership in the U.S.
market.
Cowger announced "An American Revolution" by unveiling a full-size Chevrolet
billboard featuring a yellow Chevy SSR. Chevrolet also previewed television and
print advertising with the theme, including a 60-second launch spot by film
director Michael Bay that will debut New Year's Eve.
Malibu Maxx begins Chevy's new product blitz
The all-new Malibu Maxx, which began production in December, begins a Chevrolet
product blitz that will include the launch of 10 all-new products in just 20
months. Market launches for the new Colorado, Aveo and SSR begin in January
2004, followed later in the year by the Equinox compact utility vehicle,
Uplander crossover sport van and the sixth-generation Corvette. A new premium
small car, called Cobalt, will debut in the fourth quarter of 2004, followed in
2005 by a new Impala and the HHR, a crossover vehicle with a unique blend of
Chevrolet style and versatility. These introductions will help ensure that
Chevy continues to have the most complete lineup of cars and trucks in the
industry.
"All of these Chevy vehicles provide game-changing design, innovative features
and tremendous commitment to quality and technology," said Brent Dewar,
Chevrolet general manager. "'An American Revolution' is about our confidence to
produce imaginative, dependable products and compete with the best in the
world."
New ad campaign celebrates "An American Revolution"
Chevrolet will support its new product blitz with a new advertising and
marketing campaign with the theme, "An American Revolution."
"We wanted to capture the sense that something big is happening at Chevrolet,"
said Kim Kosak, general director for advertising and sales promotion.
Chevy car and truck advertising will come together under the new "An American
Revolution" theme, with the Chevy Truck "Like a Rock" theme continuing as an
important element in Silverado advertising. Chevrolet chose a single theme so
that the multiple vehicle launches would converge into a single, powerful
campaign.
"'An American Revolution' brings our product lineup together and clearly
communicates a bold new attitude at Chevrolet," said Kosak.
Chevrolet will preview the campaign starting on Dec. 19 with outdoor advertising
in key markets. Television advertising will begin Dec. 31 when the anthem spot,
called "Car Carrier," debuts on New Year's Eve programming. Chevrolet will be
the title sponsor for Dick Clark's New Year's Rockin' Eve and a major sponsor on
The Late Show with David Letterman and The Tonight Show with Jay Leno.
Chevrolet will also be at the epicenter of New Year's Eve with colorful
electronic billboards in the heart of Times Square, on both the Reuters Building
and the ABC Supersign.
"Car Carrier" was directed by renowned director Michael Bay, whose feature film
credits include the "Bad Boys" films, "The Rock" and "Pearl Harbor." Consumers
recently got a sneak peek at the spot when a sharp-eyed fan nabbed several spy
photos of the new Corvette while it was being filmed in San Francisco.
The tone of the campaign will be optimistic, with striking colors, uplifting
music and a strong focus on both the features of each vehicle and its connection
to peoples' lives. Said Kosak, "It's a clean approach that lets the vehicle
dominate the message while also communicating the overall personality of
Chevrolet."
A passion for innovation
From its earliest days America has attracted people who have brought with them
the best ideas from around the globe and a passion for combining these ideas in
exciting and innovative ways. "From this nation, built by immigrants, came
clever ideas and sweeping change, in everything from music to technology to
literature to the arts and beyond," said Cowger.
Examples of Chevrolet ingenuity include highly visible vehicles like the SSR
with its unique convertible top and Corvette, America's performance icon for
more than 50 years. But Chevy ingenuity also includes cars like the Malibu
Maxx, with its flexible, innovative interior and confident driving dynamics, and
the new Equinox compact utility vehicle, which will be a "game-changer" in the
segment with its striking design, versatile interior and standard V-6 power.
Building from a strong base
Chevrolet's current product renaissance began in 1999 with the introduction of
the all-new Silverado, followed by new Tahoe and Suburban, Impala, TrailBlazer
and other models. These strong new products helped Chevrolet sell more than 2.6
million vehicles per year in the face of relentless competition from domestic
and foreign competitors, creating a strong base for Chevrolet's next 10 new
product launches.
"Each of these new products brings the opportunity to further increase Chevy
sales," said Dewar. "By strengthening our truck and halo vehicle lineups and
aggressively growing our car and compact utility lineups, we believe that our
goal of 3 million sales is well within our reach."
DATASOURCE: Chevrolet
CONTACT: Tom Wilkinson of Chevrolet Communications, +1-313-667-9181,
E-mail:
Web site: http://media.gm.com/
http://www.gm.com/
http://media.gm.com/division/chevrolet