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General Motors is changing the tagline on its Chevrolet brand as it rolls out some redesigned gasoline vehicles and new electric vehicles over the next several months.
Chevrolet’s new tagline will be: “Together Let’s Drive,” said Steve Majoros, Chevrolet’s CMO.” It will debut in a spot aired Friday during Major League Baseball’s Game One of the World Series starting at 8 p.m.
“It’s a transition that has been subtly under way,” Majoros told the media. “It goes back to the fourth quarter with our ‘EVs for Everyone’ campaign. We started to change our tone of voice, our color palette … and find a way to better to connect with customers.”
Majoros said Chevrolet did a year’s worth of research to come up with the tagline that will bring customers into the Chevrolet experience as it launches the Chevrolet Blazer EV now and the Equinox EV and Silverado EV later next year.
“ ‘Let’s’ is an active word. ‘Drive’ is what we do in our vehicles, but it’s also that internal drive, so it has a nice double meaning. Chevrolet people are people who make it happen,” Majoros said, explaining why the brand is adopting this tagline.
He said the change will be a “rolling transition” because it takes a long time to build up a tagline. Chevrolet’s most famous tagline is “Like a Rock,” which the brand used from 1991 to 2013.
Majoros declined to comment on how the United Auto Workers strike might impact the brands marketing or new vehicle launches other than to say that the fourth quarter is “still an important sales period so Chevrolet is monitoring any impact … and we still have good availability across a variety of products. We’re watching units that have been impacted by UAW actions, but we feel good about the availability we have.”
More:GM, Stellantis meet with UAW, seeking deal ‘as soon as possible’
Contact Jamie L. LaReau: jlareau@freepress.com. Follow her on Twitter @jlareauan. Read more on General Motors and sign up for our autos newsletter. Become a subscriber.
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