Chevrolet is launching the ‘Be Chevy’ brand campaign this year to strengthen its identity as a traditional American import brand in the domestic market and enhance customer communication.
This campaign will run until the end of March through TV advertisements and online channels. It aims to define five core values that Chevrolet possesses and aspires to, in order to reinforce its identity as a genuine American import brand and elevate the Chevrolet brand to be more luxurious, attractive, and desirable.
Through the campaign video, Chevrolet delivers its five core values—Urban, Authenticity, Fearlessness, Closer, and Good—in a straightforward and appealing manner to customers, portraying Chevrolet as urban, authentic, bold, inclusive, and positively influential.
Diving deeper, ‘Urban’ represents a sophisticated and metropolitan image and lifestyle, encapsulating the will to create new trends and be at the center of those trends. ‘Original’ signifies Chevrolet’s leadership in the automotive industry based on over a century of heritage, reflecting uniqueness and creativity in technology and design.
Following this, ‘Fearless’ embodies Chevrolet’s determination to challenge bold and savvy ways amidst fierce competition, supporting individuals who courageously forge their own paths. ‘Closer’ conveys a desire to respect and connect with diverse customers, underpinned by General Motors’ corporate value of becoming the world’s most inclusive company.
Lastly, ‘Good’ signifies Chevrolet’s commitment to spread positive influence in a time marked by coldness and indifference due to the COVID-19 pandemic.
Jung Jung-yun, Chief Marketing Officer, stated, “Through this brand campaign, Chevrolet aims to deliver the values of the brand and the authentic American lifestyle to domestic customers with a more sophisticated and refreshed sensibility and atmosphere. Chevrolet will start with this campaign to solidify its position as a genuine American brand in the domestic import car market through a variety of customer experience programs and online and offline promotions throughout the year.”
Lee Sang-jin daedusj@autodiary.kr