Chevy "Excellence For Everyone" Tagline D.O.A.

Edward Niedermeyer
by Edward Niedermeyer

With Susan Doherty removed to a safe distance from Chevy’s marketing efforts, the “Excellence for Everyone” tagline that emerged during her brief tenure as VP for Marketing is already on its way out. Chevy spokesman Klaus-Peter Martin tells Automotive News [sub]

It’s not something you’re going to see for much longer


The line, which has appeared in print ads only for the last several weeks, has been replaced by new tagline-free spots (above, 30-second version here). Don’t expect a brandnew spot, impossible in such a short time after Joel Ewanick took over. But it is a much-needed, short-term revision to a campaign that crystallized the need for new leadership at GM’s marketing operation. But are the “RedX engineers” featured in the new spots a short-term distraction while Ewanick gets rolling, or a long-term feature of Chevy’s marketing? We’ll ask around and keep our eyes open… [previous Publicis Chevy ads here and here]


Edward Niedermeyer
Edward Niedermeyer

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  • Robert.Walter Robert.Walter on May 26, 2010

    "rpol35May 26th, 2010 at 10:50 am: In 1968-1969 Chevrolet used the tagline, “Putting you first keeps us first.” I believe it was the most effective hook that they ever employed. It was true then and they were easily first in sales. It’s too bad that they didn’t walk the talk, maybe they still would be “first” if they had." About the same time they also walked the talk on: - Body by Fischer - Mark of Excellence - Standard of the World - no idea what their tag-line was (maybe this was the leading indicator that Olds would be the first to fall.) - Wouldn't you really rather have a Buick? (may have come a bit later than 1969.) - Driving Excitement (came in the 70's.) - See the USA in a Chevrolet (not quite as good as Like A Rock.) - EMD: The Pattern for Finer Transportation - Allison Div: "Payoff on Purpose", or "Allison didn't become the largest manufacturer of light helicopter engines by winging it." - GM Diesel: "Now, More Than Ever." - GMC: (couldn't find one.) - GMAC: (couldn't find one.)

  • GarbageMotorsCo. GarbageMotorsCo. on May 27, 2010

    "Like a Rock" Sitting on the side of the road with it's hood up waiting for a towtruck. Sorry, just reminising

  • GarbageMotorsCo. GarbageMotorsCo. on May 27, 2010

    "Like a Knock" http://www.pistonslap.com/ Reminising again

  • Lorenzo Lorenzo on May 27, 2010

    Aw, hell - just use the old ads from the '50s and '60s. Airbrush out the old cars and insert the new models. Even though Dinah Shore is dead, she could probably sell more Chevys than they do today. "See the USA in your Chevrolet, America's the greatest land of all... Mmmmm-WAH!"

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