Editing Chevrolet (section)

== Marketing ==
=== Advertising ===
{{more citations needed section|date=December 2011|reason=Every slogan and tagline should have a reference citing it, or it should be removed. Wikipedia is not a directory of everything so simply dumping every slogan the company ever used here adds no value to the encyclopaedia}}
{{overly detailed|section|date=December 2023}}

Earlier marketing efforts touted efficiency combined with savings – ("enormous buying power", 1914; "Quality at low cost", 1923, "A Six for the Price of a Four", 1929),<ref>{{cite news|author=Jerry Garrett|url=https://www.nytimes.com/2011/10/23/automobiles/chevrolet-unlikely-cornerstone-for-gm.html|title=A Century of Chevy, From Cheap Date to America's Sweetheart|newspaper=The New York Times|date=October 21, 2011|access-date=January 9, 2012|archive-url=https://web.archive.org/web/20120109110410/http://www.nytimes.com/2011/10/23/automobiles/chevrolet-unlikely-cornerstone-for-gm.html|archive-date=January 9, 2012|url-status=live}}</ref> interspersed with what could be described as "loftier" messages (positioning the automobile –and Chevy by extension—as "Man's conquest of time", 1923).<ref>{{cite news|url=http://www.autonews.com/article/20111031/CHEVY100/310319942/1511|title=100 Years: From 'See the USA in your Chevrolet' to 'Like a Rock,' Chevy ads run deep|newspaper=Automotive News|date=October 31, 2011|access-date=January 9, 2012|archive-url=https://web.archive.org/web/20120106060441/http://www.autonews.com/article/20111031/CHEVY100/310319942/1511|archive-date=January 6, 2012|url-status=live}}</ref> Of the marketing campaigns from more recent decades, "See the U.S.A. in Your Chevrolet" (used in the 1950s and 1960s) was one of the longest lasting.<ref>{{cite web|author=Jack Doyle|url=http://www.pophistorydig.com/?tag=dinah-shore-and-burt-reynolds|title=Dinah Shore & Chevrolet, 1956-1963|publisher=Pop History Dig|date=March 22, 2009|access-date=January 9, 2012|archive-url=https://web.archive.org/web/20120113082915/http://www.pophistorydig.com/?tag=dinah-shore-and-burt-reynolds|archive-date=January 13, 2012|url-status=dead}}</ref> In 1949, Chevy sponsored "Inside USA" on CBS; while this was a short-lived show, the tune created for it got new life in 1951, when Chevy began sponsoring the Dinah Shore show and Shore sang it at the close of every show.

A selection of Chevrolet's more recent marketing campaigns includes the following:
* 100-Hour Endurance and Economy Run (early 1920's) <ref>{{cite news |url=https://tile.loc.gov/storage-services/service/ndnp/dlc/batch_dlc_nichols_ver02/data/sn84026749/00222254139/1924100801/0306.pdf |title=Chevrolet Car on Endurance Test Run|newspaper=[[Washington Times]] |volume=XX |issue=xx |location=Washington D.C. |date=October 8, 1924 |accessdate=9 May 2024 |page=20 |via=Library of Congress}}</ref>
* [[See the U.S.A. in Your Chevrolet]] (1950s–1960s)
* Putting you first keeps us first (1960s)<ref name="Automotive News, October 31, 2011">Automotive News, October 31, 2011</ref>
* It's Exciting! (mid-1960s)
* Building a better way to see the U.S.A. (early 1970s)<ref name="Automotive News, October 31, 2011"/>
* Baseball, Hotdogs, Apple Pie & Chevrolet (1975; 2006)<ref name="Automotive News, October 31, 2011"/>
* Now <u>that's</u> more like it (late 1970s)
* Chevy makes good things happen (1982)<ref name="Automotive News, October 31, 2011"/>
* USA-1 Taking Charge (1983)<ref name="Automotive News, October 31, 2011"/>
* Today's Chevrolet—Live It (1985)<ref name="Automotive News, October 31, 2011"/>
* The Heartbeat of America (1987–1994)<ref name="Automotive News, October 31, 2011"/>
* Rock, Flag and Eagle (1985–1987)
* From the country that invented Rock and roll (1993-1997; Chevrolet Camaro)
* Genuine Chevrolet (1994–1999)<ref name="Automotive News, October 31, 2011"/>
* Tried, Tested, and True (1996–2004 in Canada)
* We'll Be There (1999–2004 in United States)<ref name="Automotive News, October 31, 2011"/>
* Like a Rock (1991–2004; Chevrolet Trucks) Featuring the [[Bob Seger]] [[Like a Rock (song)|song of the same name]]<ref name="Automotive News, October 31, 2011"/>
* An American Revolution (2004–2009)<ref name="Automotive News, October 31, 2011"/>
* For All Life's Roads (2004–2006; Canada)
* Our Country, Our Truck (2006–2007; Chevrolet Trucks)<ref name="Automotive News, October 31, 2011"/>
* America's Best Trucks (2007–present; Chevrolet Trucks)
* Let's Go (2007–2009; Canada)
* May the Best Car Win (2009–2010; United States and Canada)
* Excellence for Everyone (2010–present)<ref name=AutoBlog>{{Cite news| url=http://www.autoblog.com/2010/03/11/chevrolet-to-employ-new-excellence-for-everyone-ad-campaign/| title=Chevrolet to employ new "Excellence for Everyone" ad campaign| publisher=Autoblog.com| date=March 11, 2010| access-date=October 8, 2010| archive-url=https://web.archive.org/web/20100315122608/http://www.autoblog.com/2010/03/11/chevrolet-to-employ-new-excellence-for-everyone-ad-campaign/| archive-date=March 15, 2010| url-status=live}}</ref>
* Chevy Runs Deep (2010–2013; United States):<ref name="Automotive News, October 31, 2011"/> A series of TV commercials were produced with Goodby, Silverstein and Partners, and was unveiled during the week of 2010 MLB World Series. Early commercials include 'Chevrolet: Anthem', 'Chevrolet: Dogs and Pickups', 'First Car', 'Chevrolet: Coming Home', 'Chevrolet Volt: Anthem', which positioned Chevy as a brand that is part of the American fabric in song, culture and in most of our pasts in one way or another.<ref>{{cite web |first=David |last=Kiley |url=http://www.autoblog.com/2010/10/27/the-why-behind-chevy-runs-deep-slogan/ |title=The Why? behind "Chevy Runs Deep" slogan |publisher=Autoblog.com |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130727172445/http://www.autoblog.com/2010/10/27/the-why-behind-chevy-runs-deep-slogan/ |archive-date=July 27, 2013 |url-status=live }}</ref>
* Chevrolet is the Car (2011–2012; South Korea, Japan)
* Driving Our World Forward/I'm proud (2011-; Canada):<ref>{{cite web |url=http://www.gm.ca/gm/english/vehicles/chevrolet/rebrand/feature-chevrolet-rebrand |title=Chevrolet - Driving our world forward |publisher=Gm.ca |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130521041643/http://www.gm.ca/gm/english/vehicles/chevrolet/rebrand/feature-chevrolet-rebrand |archive-date=May 21, 2013 |url-status=dead }}</ref> Chevrolet Sonic and Chevrolet Orlando ads were produced by Toronto-based production company Holiday Films.<ref>{{cite web |url=http://holidayfilms.wordpress.com/2011/10/05/driving-our-world-forward/ |title=Driving Our World Forward |publisher=Holidayfilms.wordpress.com |date=September 28, 2011 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20140308055115/http://holidayfilms.wordpress.com/2011/10/05/driving-our-world-forward/ |archive-date=March 8, 2014 |url-status=dead }}</ref> In Quebec, the brand introduced a new tag line: 'I'm proud'. The campaign included commercials in Mandarin, Cantonese, Tamil, Punjabi and Hindi languages.<ref>{{cite web |url=http://www.marketingmag.ca/news/marketer-news/gm-canada-begins-%E2%80%9Clargest-vehicle-launch%E2%80%9D-in-its-history-37151 |title=GM Canada begins "largest vehicle launch" in its history |publisher=Marketingmag.ca |date=October 4, 2011 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130605093821/http://www.marketingmag.ca/news/marketer-news/gm-canada-begins-%E2%80%9Clargest-vehicle-launch%E2%80%9D-in-its-history-37151 |archive-date=June 5, 2013 |url-status=live }}</ref> French version of the Antham ad also uses alternate slogan 'Chevrolet, et fier de l'être.'<ref>{{cite web|url=https://www.youtube.com/watch?v=VdaBmTlj3-I|archive-url=https://web.archive.org/web/20151118083839/https://www.youtube.com/watch?v=VdaBmTlj3-I|url-status=dead|title=YouTube|archive-date=November 18, 2015|website=www.youtube.com}}</ref> The fully integrated campaign includes TV, print and outdoor elements as well as extensive social media. The General Motors brand also held live events, including a concert in Toronto, presentations by parenting expert Nanny Robina and 'mompreneur' Erica Ehm, and a live yoga session. Mike Speranzini, director of advertising and communications for General Motors Canada, claimed that by leveraging the fact that Chevrolet is a global brand, consumers are seeing it in a more favourable light.<ref>{{cite news |url=http://business.financialpost.com/2011/10/14/chevy-repositions/ |first=Hollie |last=Shaw |title=Chevy repositions |newspaper=Financial Post |publisher=Business.financialpost.com |date=October 14, 2011 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130226132101/http://business.financialpost.com/2011/10/14/chevy-repositions/ |archive-date=February 26, 2013 |url-status=live }}</ref> Slogan in other languages include: 'Driving me (and) your world' (驅動你我的世界) (Mandarin Chinese,<ref>{{cite web |url=http://www.gm.ca/media/multicultural/chevrolet/sonic/Chevrolet_Mandarin. |title=2012 Sonic |publisher=General Motors media |language=zh |access-date=March 16, 2013 }}{{dead link|date=August 2017 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> Cantonese Chinese<ref>{{cite web |url=http://www.gm.ca/media/multicultural/chevrolet/sonic/Chevrolet_Cantonese. |title=2012 Sonic |publisher=General Motors media |language=zh |access-date=March 16, 2013 }}{{dead link|date=August 2017 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>)
* Love. Life. Chevrolet (2012–present; South Korea, Japan)<ref>{{cite web |url=http://www.dragtimes.com/video-viewer.php?v=jBi3Yn1H-5A&feature |title=2012 Chevrolet Love Life Ad Korea 1 Love Life Korea |publisher=DragTimes |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130515071319/http://www.dragtimes.com/video-viewer.php?v=jBi3Yn1H-5A&feature |archive-date=May 15, 2013 |url-status=dead }}</ref> As part of the Cruze campaign (in association with MacLaren McCann, Canada), outdoor vinyl materials, recycled seatbelts and bicycle inner tubes were made into messenger bags, laptop sleeves, and oversize totes.<ref>{{cite web |url=http://adsoftheworld.com/media/outdoor/chevrolet_billboards_into_bags |title=Chevrolet: Billboards Into Bags |publisher=Adsoftheworld.com |date=September 25, 2010 |access-date=March 16, 2013 |url-status=dead |archive-url=https://web.archive.org/web/20130317080949/http://adsoftheworld.com/media/outdoor/chevrolet_billboards_into_bags |archive-date=March 17, 2013 }}</ref><ref>{{cite web |url=http://www.chevroletofjoplin.com/blog/2012/03/04/chevrolet-converts-old-billboards-into-stylish-bags/ |title=Chevrolet Converts Old Billboards into Stylish Bags |publisher=Chevroletofjoplin.com |date=March 4, 2012 |access-date=March 16, 2013 |url-status=dead |archive-url=https://archive.today/20130215172606/http://www.chevroletofjoplin.com/blog/2012/03/04/chevrolet-converts-old-billboards-into-stylish-bags/ |archive-date=February 15, 2013 }}</ref><ref>{{cite web |author=Chevrolet: Billboards Into Bags |url=http://www.ibelieveinadv.com/2012/01/chevrolet-billboards-into-bags/ |title=Chevrolet: Billboards Into Bags |publisher=Ibelieveinadv.com |access-date=March 16, 2013 |archive-url=https://archive.today/20130216072523/http://www.ibelieveinadv.com/2012/01/chevrolet-billboards-into-bags/ |archive-date=February 16, 2013 |url-status=dead }}</ref>
* Live Better. (2012–present; United States)
* What do you #playfor (2012–present; Global Campaign): Chevrolet sponsors Manchester United replacing Aon as the shirt sponsor. The campaign slogan, "What do you #playfor?" attempts to engage users on social media. Chevrolet also launched multiple sites across the globe under the main Chevrolet Football Club website.<ref>{{cite web |author=Chevrolet |url=http://www.chevroletfc.com |title=Chevrolet: What do you #playfor? |publisher=chevrolet.com |access-date=September 24, 2019 |archive-url=https://web.archive.org/web/20140320195327/https://www.chevroletfc.com/ |archive-date=March 20, 2014 |url-status=dead }}</ref>
* Find New Roads (2013–; United States, Canada, Latin America): The slogan replaced the previous Chevy Runs Deep tag line, after Chevy Runs Deep campaign had been criticized as ineffectual. External applications of 'Find New Roads' was set to begin globally later in the first quarter of 2013.<ref>{{cite magazine |url=https://www.forbes.com/sites/dalebuss/2013/01/08/chevrolet-to-find-new-roads-as-it-drops-chevy-runs-deep/ |title=Chevrolet To 'Find New Roads' As It Drops 'Chevy Runs Deep' |magazine=[[Forbes]]|date=April 18, 2012 |access-date=March 16, 2013 |first=Dale |last=Buss |archive-url=https://web.archive.org/web/20130212023531/http://www.forbes.com/sites/dalebuss/2013/01/08/chevrolet-to-find-new-roads-as-it-drops-chevy-runs-deep/ |archive-date=February 12, 2013 |url-status=live }}</ref><ref>{{cite web |first=Jeffrey N. |last=Ross |url=http://www.autoblog.com/2013/01/09/chevrolet-introducing-find-new-roads-global-tagline/ |title=Chevrolet introducing "Find New Roads" global tagline |publisher=Autoblog.com |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130318114413/http://www.autoblog.com/2013/01/09/chevrolet-introducing-find-new-roads-global-tagline/ |archive-date=March 18, 2013 |url-status=live }}</ref><ref>{{cite press release |url=http://media.gm.ca/media/ca/en/gm/news.detail.html/content/Pages/news/us/en/2013/Jan/0107-find-new-roads.html |title=Chevrolet Will 'Find New Roads' as Brand Grows Globally - Aligns around the world behind singular vision |publisher=Media.gm.ca |date=January 8, 2013 |access-date=March 16, 2013 |archive-url=https://archive.today/20130219185003/http://media.gm.ca/media/ca/en/gm/news.detail.html/content/Pages/news/us/en/2013/Jan/0107-find-new-roads.html |archive-date=February 19, 2013 |url-status=dead }}</ref> The first Find New Roads commercial, a 90-second commercial titled 'Dog & Doe' (produced by Commonwealth) featuring Chevrolet Volt, Spark, Sonic, Impala, Corvette Stingray, was premiered during 2013 Grammy Awards.<ref>{{cite magazine |url=https://www.forbes.com/sites/dalebuss/2013/02/11/chevy-touts-product-variety-in-inaugural-find-new-roads-ad/ |title=Chevy Touts Product Variety In Inaugural 'Find New Roads' Ad |magazine=Forbes|date=April 18, 2012 |access-date=March 16, 2013 |first=Dale |last=Buss |archive-url=https://web.archive.org/web/20130218074447/http://www.forbes.com/sites/dalebuss/2013/02/11/chevy-touts-product-variety-in-inaugural-find-new-roads-ad/ |archive-date=February 18, 2013 |url-status=live }}</ref><ref>{{cite web |last=Nudd |first=Tim |url=http://www.adweek.com/news/advertising-branding/inside-chevrolets-bustling-magical-find-new-roads-launch-spot-147377 |title=Inside Chevrolet's Bustling, Magical 'Find New Roads' Launch Spot Commonwealth's Linus Karlsson on creating five ads in one By Tim Nudd |publisher=Adweek.com |date=February 19, 2013 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130224003504/http://www.adweek.com/news/advertising-branding/inside-chevrolets-bustling-magical-find-new-roads-launch-spot-147377 |archive-date=February 24, 2013 |url-status=live }}</ref> The campaign was expected to cover 13 product launches for 2013 in the U.S. and 20 introductions throughout the world.<ref>{{cite web |url=http://www.freep.com/article/20130109/BUSINESS01/301090030/1002/NLETTER30/Chevrolet-s-new-tagline---Find-new-roads-?source=nletter-business |title=Chevrolet's new tagline: 'Find new roads' |publisher=Freep.com |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130702014511/http://www.freep.com/article/20130109/BUSINESS01/301090030/1002/NLETTER30/Chevrolet-s-new-tagline---Find-new-roads-?source=nletter-business |archive-date=July 2, 2013 |url-status=live }}</ref> In 2018, South Korea added a new slogan called "Find New Roads"+"다시 힘차게 달리다". Now they use "Find New Roads" again.
* Strong (2013-2019, Silverado Trucks): Using the [[Will Hoge]] song of the same name. Started with the launch of the 2014 Silverado in the summer of 2013.<ref>{{cite news | url=https://radiotexaslive.com/will-hoges-strong-featured-in-the-new-chevy-silverado-ad-campaign/ | title=Will Hoge's 'Strong' Featured in the New Chevy Silverado Ad Campaign | newspaper=Radio Texas, Live! }}</ref>

====Controversy over reliability claims====
Chevrolet's advertisement promoting reliability has been pulled after recent backlash.
In the advertisement (which is part of their "Real People. Not Actors" campaign), Chevrolet spokesperson Potsch Boyd claims that "based on a recent nationwide survey (by [[Ipsos]]), Chevy is more reliable than Toyota, Honda, and Ford." However, Chevrolet included a disclaimer stating that the survey was based on 2015 model year vehicles; several of these vehicles have been updated (facelifted and/or redesigned) since then. According to the ''[[Detroit Free Press]]'' and ''Detroit News'', Ford, Honda and Toyota all challenged the accuracy of the claim. Furthermore, these claims were challenged by ''Consumer World'', which noted that independent studies by ''[[J. D. Power]]'' and ''[[Consumer Reports]]'' contradicted them.<ref>{{cite magazine|url=https://www.caranddriver.com/features/a25920398/chevy-commercial-reliability-disputed/|title=Chevy Pulls Commercial Claiming Superior Reliability|magazine=[[Car and Driver]]|date=January 18, 2019|access-date=January 18, 2019|last=Levy|first=George|archive-url=https://web.archive.org/web/20190119120858/https://www.caranddriver.com/features/a25920398/chevy-commercial-reliability-disputed/|archive-date=January 19, 2019|url-status=live}}</ref>

=== Marketing agency ===
FutureBrand, an [[Interpublic Group of Companies]] company, has been working with General Motors since 2000,<ref>{{cite web|url=http://www.futurebrand.com/wp-content/uploads/case-studies//gm_glance.|title=GM Expressing the corporate vision|website=Futurebrand.com|access-date=October 7, 2017|url-status=dead|archive-url=https://web.archive.org/web/20160308035448/http://futurebrand.com/wp-content/uploads/case-studies/gm_glance.|archive-date=March 8, 2016}}</ref> who also involved the commissioning of a font that was later sold as Klavika Condensed, as part of re-design of Chevrolet in 2006.

In 2010, General Motors replaced the advertising agency [[Campbell Ewald]], also of Interpublic Group of Companies, with Publicis Worldwide. Campbell-Ewald had served Chevrolet since 1919.<ref>"[http://content.usatoday.com/communities/driveon/post/2010/04/heartbeat/1 GM dumps Chevrolet's longtime ad agency -- like a rock ] {{Webarchive|url=https://web.archive.org/web/20100613133926/http://content.usatoday.com/communities/driveon/post/2010/04/heartbeat/1 |date=June 13, 2010 }}", USA Today, April 26, 2010.</ref> In May 2010 Chevrolet's advertising account was awarded to Goodby, Silverstein and Partners.<ref>{{cite magazine |last=McMains |first=Andrew |url=http://www.adweek.com/aw/content_display/news/account-activity/e3i3b8cb13fe213cb8339474ab7c48c6148 |title=GM Confirms Chevy's Shift to Goodby |magazine=[[Adweek]] |access-date=August 4, 2011 |archive-url=https://web.archive.org/web/20100524125212/http://www.adweek.com/aw/content_display/news/account-activity/e3i3b8cb13fe213cb8339474ab7c48c6148 |archive-date=May 24, 2010 |url-status=live }}</ref>

As part of the attempt to attract 18- to 24-year-old drivers, General Motors hired MTV Scratch.<ref>{{cite web |first=Chris |last=Tutor |url=http://www.autoblog.com/2012/03/29/gm-turns-to-mtv-to-sell-cars-to-younger-generations/ |title=GM turns to MTV to sell cars to younger generations |publisher=Autoblog.com |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130727201456/http://www.autoblog.com/2012/03/29/gm-turns-to-mtv-to-sell-cars-to-younger-generations/ |archive-date=July 27, 2013 |url-status=live }}</ref> Some of the collaboration results include Chevy ads showing their cars skydiving, bungee jumping, doing other stunts.<ref>{{cite web |author=Team Scratch |url=http://blog.mtvscratch.com/2012/03/20/crowdsourcing-next-gen-consumers-in-the-drivers-seat/ |title=Crowdsourcing: Next Gen Consumers in the Driver's Seat |publisher=Blog.mtvscratch.com |date=March 20, 2012 |access-date=March 16, 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120702141455/http://blog.mtvscratch.com/2012/03/20/crowdsourcing-next-gen-consumers-in-the-drivers-seat/ |archive-date=July 2, 2012 }}</ref> The commercial was produced with consultations from students from UCLA, Pepperdyne and high schools.<ref>{{cite web |url=http://blog.gsdm.com/?p=8132 |title=SXSW: Crowdsourcing |publisher=Blog.gsdm.com |date=March 14, 2012 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20120325062621/http://blog.gsdm.com/?p=8132 |archive-date=March 25, 2012 |url-status=dead }}</ref> Some of the footage was later used in [[Chevrolet Sonic]] ad titled 'Stunt Anthem' during Super Bowl XLVI.<ref>{{cite web |url=http://www.dailymotion.com/video/xobru2_chevy-sonic-stunt-anthem-chevy-super-bowl-xlvi-ads-chevrolet-commercial_auto |title=Chevy Sonic "Stunt Anthem" &#124; Chevy Super Bowl XLVI Ads &#124; Chevrolet Commercial |publisher=Dailymotion.com |date=October 2, 2012 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130210200729/http://www.dailymotion.com/video/xobru2_chevy-sonic-stunt-anthem-chevy-super-bowl-xlvi-ads-chevrolet-commercial_auto |archive-date=February 10, 2013 |url-status=live }}</ref>

In March 2012, two competing agencies, San Francisco-based Goodby, Silverstein and Partners (part of Omnicom Group), and New York-based McCann Erickson Worldwide (part of Interpublic Group), joined to form an equal joint venture company called Commonwealth to handle most of Chevrolet's ads. Prior to the joint venture, Goodby, Silverstein and Partners performed marketing in the US, including the "Chevy Runs Deep" campaign; McCann handled Chevrolet ads in China, Latin America, Mexico, Canada and other markets. Commonwealth handled and supervised creative work worldwide out of Detroit for all markets except China, India and Uzbekistan, where GM has joint auto-making ventures. McCann continued to handle ads in China and India, and Uzbekistan will be contracted as needed.<ref>{{cite news |url=http://www.boston.com/business/articles/2012/03/27/gm_to_combine_chevy_advertising_hopes_to_save_2b/ |title=GM to combine Chevy advertising, hopes to save $2B |publisher=Boston.com |date=March 27, 2012 |access-date=March 16, 2013 |first=Tom |last=Krisher |archive-url=https://web.archive.org/web/20140512225959/http://www.boston.com/business/articles/2012/03/27/gm_to_combine_chevy_advertising_hopes_to_save_2b/ |archive-date=May 12, 2014 |url-status=live }}</ref> MacLaren McCann continued on as AOR for the entire GM brand in Canada, but the Chevrolet brand will act as a "spoke" to Detroit's creative hub, with content and messaging flowing through Commonwealth, but adapted for the Canadian market.<ref>{{cite web |author=Megan Haynes |url=http://strategyonline.ca/2012/03/27/chevrolet-merges-creative-teams-to-form-global-agency |title=Chevrolet merges creative teams to form global agency |publisher=Strategyonline.ca |date=March 27, 2012 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130208201458/http://strategyonline.ca/2012/03/27/chevrolet-merges-creative-teams-to-form-global-agency/ |archive-date=February 8, 2013 |url-status=dead }}</ref>

Performance Marketing Group Incorporated manages Chevrolet Racing's experiential marketing properties for its at-track activation platforms in conjunction with the NASCAR Sprint Cup Series, the IZOD IndyCar Series, and the American Le Mans Series with Team Corvette.<ref>{{cite web |url=http://www.pmgincorporated.com/clients/chevrolet.html |title=Performance Marketing Group - Chevrolet Motor Division |publisher=Pmgincorporated.com |access-date=March 16, 2013 |url-status=dead |archive-url=https://archive.today/20130411153406/http://www.pmgincorporated.com/clients/chevrolet.html |archive-date=April 11, 2013 }}</ref>

=== Chevrolet-only naming attempt ===
In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and General Motors marketing division vice president Jim Campbell was sent to Chevrolet employees at its Detroit headquarters, instructing employees to only use Chevrolet when addressing the brand, in order to present a consistent brand message. A postscript to the memo says a sort of [[cuss jar]] - a plastic "Chevy" can - has been placed in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet", the note said, the employee is expected to put a quarter in the can. The proceeds were to be spent on "a team building activity". Paul Worthington, head of strategy for [[Wolff Olins]], said that the branding effort ran counter to a trend in which corporate names had become more casual.<ref>{{cite news|url=https://www.nytimes.com/2010/06/10/automobiles/10chevy.html|title=G.M. Proposes Leaving a Car's Popular Nickname in the Dust|first=Richard S.|last=Chang|date=June 9, 2010|access-date=October 7, 2017|website=The New York Times|archive-url=https://web.archive.org/web/20171007220134/http://www.nytimes.com/2010/06/10/automobiles/10chevy.html|archive-date=October 7, 2017|url-status=live}}</ref>

Ian Beavis of Nielsen Automotive Group said that marketers cannot control what consumers call their products, but nicknames do not work in new markets where Chevrolet is trying to get a start.<ref>{{cite news |last=Woodyard |first=Chris |url=https://www.usatoday.com/money/autos/2010-06-11-chevy11_ST_N.htm |title=Chevrolet memo gets the word out: Don't call me Chevy |newspaper=USAtoday |date=June 11, 2010 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20120628125043/http://www.usatoday.com/money/autos/2010-06-11-chevy11_ST_N.htm |archive-date=June 28, 2012 |url-status=live }}</ref> Following the release of the memo, General Motors published a statement claiming the note was in no way discouraging customers or fans from using the Chevy name.<ref>{{cite press release|url=http://media.gm.com/content/media/us/en/news/news_detail.brand_gm.html/content/Pages/news/us/en/2010/Jun/0610_Statement|title=Statement on the use of Chevrolet and Chevy|publisher=GM Media|access-date=March 16, 2013|archive-url=https://archive.today/20100613001633/http://media.gm.com/content/media/us/en/news/news_detail.brand_gm.html/content/Pages/news/us/en/2010/Jun/0610_Statement|archive-date=June 13, 2010|url-status=dead}}</ref><ref>{{cite web |last=Schepp |first=David |url=http://www.dailyfinance.com/2010/06/10/chevrolet-not-chevy/ |title=The Name Is 'Chevrolet' - Not 'Chevy.' Er, Never Mind |publisher=Dailyfinance.com |date=June 10, 2010 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20121023201102/http://www.dailyfinance.com/2010/06/10/chevrolet-not-chevy/ |archive-date=October 23, 2012 |url-status=dead }}</ref><ref>{{cite web |url=https://www.youtube.com/watch?v=LaQXQmkMFGc |title=Chevy vs. Chevrolet An Explanation |publisher=Youtube.com |date=June 10, 2010 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130731193151/http://www.youtube.com/watch?v=LaQXQmkMFGc |archive-date=July 31, 2013 |url-status=live }}</ref> Following the 2010 memo incident, Chevy Runs Deep campaign remains to use the 'Chevy' name, while Driving Our World Forward and Find New Roads campaigns uses the 'Chevrolet' name.