With SEO keywords as a particular focus of this piece, I was asked to research and create an informative article about Chevrolet’s Find New Roads marketing campaign for an online motor magazine. By diving into the history of the company as well as describing some of their latest models, I was able to create a story-like essay for the magazine that really engaged their readers.
“Find New Roads With Chevy
Since being founded in 1911, the infamous Chevrolet has produced an astounding number of vehicles all across the globe. Being one of the few American automobile brands left in the game, Chevrolet has become a world-wide brand name associated to luxurious and high-quality cars. With such a successful brand of American cars and trucks, you might be surprised with the history that sits behind it.
With a history that spans over 100 years, Chevrolet has its stories to tell. Starting in a flint garage, the Chevy origin derives from a joint and exciting venture between car enthusiasts Louis Chevrolet and William Durant. An entrepreneur like William Durant; who found a suspension system that minimized bounce for horse-drawn carriages, and then went on to sell such carriages through his first company, Durant-Dort; he always had an interest in vehicles and transportation. When he realized that the future of transportation was within the automobile business, he took over the Buick Motor Company, became the president of General Motors, and later joined forces with the man himself Louis Chevrolet.
Louis, a motor racing legend from Switzerland, was hired by William Durant for a new line of cars in 1911. They both agreed to partner in the design and building of a passenger car, the first model being named the Classic Six, being sold for a premium price of $2,500 (an estimated $60,000 today). In 1916, the Chevrolet Motor Company was brought into the General Motors organization by Durant, and would go on to be one of the top-selling car companies in the United States within the first ten years of production.
First appearing in 1913, what is commonly known as the Chevrolet ‘bowtie’ branded each Chevy to represent their early successes. As the legend says, the Chevy emblem was copied by Durant from wallpaper of a French hotel – however there are many other theories about how the emblem came about. One of the most common other theories is that the Chevy emblem derives from the Swiss flag, as a symbolization of where the man Louis Chevrolet was born.
Other theories include that the logo was created at the dinner table by Durant, a story told by Durant’s daughter Margery, or that the emblem was borrowed from a newspaper advertisement in 1911 that had a very similar slanted bowtie shape. Wherever the Chevy emblem derives from, many variations of the logo have come and gone throughout its 100 years of history, though its general shape has never really changed. Today’s emblem displays a golden identity, a symbol for quality, enthusiasm and strength.
There are many iconic cars of Chevy’s history, beginning just shy of the very start of the company with the 1925 Chevrolet. Known as the ‘Chevrolet Superior Series K’, this classic model was the third to be manufactured in the Chevy ‘Superior’ series. It arrived with welcome improvements over the Series F which came the year before – boasting a roomier interior and a 171 cubic inch (2.8 L) 4-cylinder engine which produced a thumping rumble with every turn of the ignition. The ‘Superior’ title came from its considerably higher price than other manufacturer’s models on the road – a Chevrolet Superior may have cost a bit more, but it really was a superior beast, and there were drastically increased sales to prove it.
Just shortly before America became involved in WWII, the 1941 Chevrolet Deluxe series launched with the 1941 Chevrolet Coupe – a model notable for clear aesthetic changes from previous generations. Replacing the blocky, cornered design for something more rounded and streamlined – something more modern, if you will – it was a series devoted to style, luxury and space. Popular in Australia, where it was known as a ‘Ute’ thanks to its coupe/pickup hybrid design, this 2-door model sold extremely well because of a handy “duel function” ability; that is, a coupe suitable for driving a family around with a full trunk as well as commercial and industrial use.
Post-war came the first of the Chevrolet Corvette generation, the 1953 Corvette was somewhat unintentionally hastened into production. First produced as no more than a display car for the New York Auto Show, the ’53 peaked so much interest from the public and media that Chevrolet decided to commence production of the Corvette for consumer purchase. By the end of the year, 300 hand-made models with the same polo white finish had been produced. Despite improvements to come on succeeding models, the 1953 Corvette was considered to have an impressive performance as a sports car, with the ability to reach a cool 105 miles per hour flat out.
Leading through the decade that focused on youth, peace and having a good time, the 1957 Chevy Bel Air was born. Three words come to mind for the Bel Air: iconic, flashy and delectable. With its streamlined, convertible design and ability to accelerate aggressively from 0-60 in under ten seconds, the 1957 Chevy Bel Air continues to strike chords with petrol heads all over the world as a ‘rockstar’ car from a golden age of icons. With a number of performance-related upgrades throughout the Bel Air series, which ran from 1950-1981, including a breakthrough Ramjet fuel injection system and wider engines, this second generation ’57 felt like a race car for the working man.
Throughout Chevy’s history, the slogans and marketing campaigns have changed to keep the interest of the company’s target markets. From “See The USA In Your Chevrolet” in the 1950s and more recently “Chevy Runs Deep”; a slogan that reflected the long history of the successful motoring company at its 100 year anniversary; today’s Chevy is branded with the slogan “Find New Roads”. The connotations of the slogan hit the spot when it comes to thinking about buying a Chevrolet – one does not just buy a Chevrolet to get from A to B, one buys a Chevrolet to enjoy the drive, whether that is with a planned destination or not. The new campaign of “Find New Roads” gives the Chevys the excuse for more adventure, more driving for pleasure, and more making driving pleasurable. It is a universal feeling of joy when a commuter finds themselves a new route to work that rids them of their old one, and that is what Chevy are trying to say when they caption the words “Find New Roads” onto their advertisements.
As the President of General Motors and Chevrolet, Alan Batey has great confidence in the new slogan for Chevy. By working on the slogan with Commonwealth, the global agency for Chevy, the new slogan takes a global approach as it tries to reach out to customers in any country in any car. The meaning of the slogan is very flexible, as it can also translate to a new customer looking for a new brand of car to purchase – the Chevy is their new road to find.
With an impressive career, Alan Batey has worked for Chevrolet since 1979, building experience within the industry in many different countries whilst taking responsibility for General Motors within many different countries, such as the UK (where Alan Batey is from), Switzerland, Germany, Australia and more. This is certainly reflected in his global approach for the new campaign for Chevrolet. “Find New Roads” sits nicely with the content strategy that Chevrolet have within their website marketing. Their blog, Chevy Life, focuses on how life is a journey rather than just a destination, and that a Chevy is the sort of car that’ll let you enjoy that journey even more.
Many positive messages sit within the online content of Chevrolet’s marketing campaigns – things like ‘sharing the warmth’ and ‘giving back to the community’ inspiring fans of the cars and readers in general to live a more uplifting and happy lifestyle, all of which are complementing of ‘Find New Roads’; another uplifting statement that hints for the audience to make a positive change in their lives.
Keeping that theme in mind is the 2017 Sonic. With the option of a sedan or a hatchback, this smart-looking and smart-thinking car has all to offer for the modern driver. By including the latest technology that enables the driver to never depart from their smartphone, whether it is Apple or Android, the Sonic offers the ability to connect your smartphone and access a select number of apps, including your music, your personal calendar and Google Maps. And for those who worry about their internet usage can relax a little – the 2017 Sonic has got you covered with an optional built-in wifi system which generously allows seven devices to be connected at one time, which is great for long road-trips whilst living up to the “Find New Roads” slogan. Though it may seem a small Chevy, it has the power of a Chevy, with a fantastic 1.4L turbo engine and up to 138 horsepower. Also featuring ten standard airbags, a standard rear vision camera, with additional options of lane departure warning, forward collision alert and rear park assist, the Sonic 2017 is a safe haven in its own right, designed that way so that the driving experience can be enjoyed all the more.
As a way to enjoy finding new roads, the sixth-generation Camaro has been created in the form of the ZL1. Offering a four-cylinder engine for the first time since around the 1980’s, the 2017 Camaro is an exciting new Chevy for all the muscle car enthusiasts out there. With looks that reflect just how powerful this car is, the 2017 Camaro is a real beauty on the inside and out. “Find New Roads” will be a quick task for this Chevy, with the power of 640 horsepower and 640lb-ft of torque that comes with the 6.2 liter V-8 engine version of this beautiful beast. Boasting the same latest technology as the 2017 Sonic, with optional built-in wifi system and connectivity to both Android and Apple phones, the driver is still free to map out the journey whilst putting the most powerful Camaro ever produced to good use. The fully automatic convertible soft top can be lowered by the press of a button, either when in the car or remotely, making putting the roof down look all the more glamorous than it already does. Each other part of the design for the 2017 Camaro has been tailored to maximize performance; even the beloved Chevy bowtie has been hollowed out for maximum airflow to the engine, as well as the front fascia which provides even more airflow – for a muscle car it is certainly a smart one.
In 1963, a sports car was born to inspire. In 2017, a sports car is born to rule. Over 50 years of innovation, engineering and tireless dedication has led to the arrival of the newest member of the iconic Corvette Grand Sport family. Combining the spirit of classic models with the powerful LT1 6.2lt V-8 engine which races to 0-60 in an astonishing 3.5 seconds, the 2017 Corvette Grand Sport is an aggressive pioneer finding new roads for the Chevrolet family. A slick, comfortable and performance-savvy interior offers both a manual 7-speed transmission as well as an automatic 8-speed, while the stunning streamlined design complete with wider wheels and fenders provides incredible grip and balance on the track. Perfectly at home on domestic roads, where a convertible version will offer the driver a welcome air of style, but whizzing around the track will release the true beast within. This is truly a masterclass in sports car design and craftsmanship, and again sets the tone of the new campaign for Chevy.
Throughout the 100 years of Chevrolet, these automobiles have been paving new roads for all sorts of customers, whether that is modern youth or the classic muscle car buyers. From the very start with Louis Chevrolet and William Durant, to the current day with Alan Batey, Chevrolet seems to be following their own slogan and marketing messages to keep on going, to find new adventures, and to never give up – some key pieces of advice in or out of the world of Chevy. With the new campaign already underway, Chevrolet seem to be driving in the right direction with the optional technological additions to the dashboard, ensuring that the company keeps up with the times and continues their previous 100 years of successes for another 100 years or more.”