In a recent Fastlane livechat, GM’s North American boss Mark Reuss revealed that:
Chevrolet re vamp in ads is well under way with Susan Docherty–you will like it a lot–shows the car, and uses “excellence for everyone”….you will really like it.
When asked if he was saying that “Excellence For Everyone” would be the new Chevrolet tagline, Reuss replied in the negative. Which makes it… a pickup line? Just a line? With “May The Best Car Win” having failed to make much headway, and “American Revolution” a pre-bankruptcy artifact, it wouldn’t be surprising to see this “Excellence for Everyone” briefly become Chevy’s main tagline. If only to give Reuss and Whitacre an excuse to fire Docherty when the campaign collapses under the weight of its own vacuity.
Reuss, meanwhile, is keeping mum about the new ads, which come out in about two months. The only other hints he gave:
Chevrolet and Corvette have been together forever. I feel we do not leverage the Corvette name or the Camaro name to help halo Chevrolet. If you go to races you always see the red bowtie, but when have you ever seen vettes and camaros in ads for Equinox or Malibu? this will change.
A trite, meaningless tagline, plus halo cars. What a strategem. If Docherty is still working at GM by the end of this summer, it will be nothing short of a miracle.