Here is a perfect reason GM has not changed. Advertising.
"World Class" when playing catch up. "Runs Deep" which no one can relate to.
Expert opinions
Goodby intends to stick with its "Chevy Runs Deep" theme, but some see this tag line as lackluster and a fundamental reason why the ads have failed to generate traction.
Peter DeLorenzo, a 22-year veteran of the automotive advertising business and editor-in-chief of Autoextremist.com, said he isn't keen on the "Chevy Runs Deep" theme. He said he understands that it likely alludes to Chevy running deep in the fabric of the country. But, he said, "I don't think the consumer makes that connection."
Bill Lovejoy, a former GM group vice president for marketing, said he's asked a number of people what it meant "and no one had a clue." To be a great tag line, consumers should know what it implies, it should be memorable and people should want to hum it, he said.
Runs Deep into the Mud? Runs Deep into the Sea? Runs Deep into a Hole?
"See the USA in a Chevrolet" means something. Just use what works, gentlepeople.
Chevrolet used to be the brand for America, and Campbell-Ewald's ads "drummed that home," Meyers said. Now, he said: "I'm lost. I don't know what Chevy is anymore."
OK. It's not about the past but what is good for the future. All this means is they need to connect currently!
No wonder Ewanick is a little edgy these days about the two brands. Chevrolet has gotten stronger since his arrival, but a huge reason for that is one single new product: the Chevrolet Cruze small car, whose appeal seems based on fuel efficiency and strong vehicle features rather than buzz-worthy advertising. Ewanick's concerns echo doubts outsiders expressed last year when he debuted the brand's new "Chevy Runs Deep" positioning. It wasn't clear exactly what that message would do for the brand.
Meanwhile, Cadillac has been losing shine in the luxury-car war to front-rank competitors such as BMW and Mercedes-Benz -- and even to sibling brand Buick, which has been sizzling. Execution of some of the agency's work for Caddy's current "Red Blooded Luxury" campaign has been questioned.
If the Cruze wasn't here, Chevy would be hurting big time. They need to go forward. Caddy is struggling at the moment. Not a true luxury brand and a joke when the World Class ads come on. Faster and edgier but true luxury? Not yet.
A silver Volt pulled out onto the road behind me after I went by it. Since I didn't recognize it from the side I have to assume it was a Volt because of the bowtie on the grille.
Caddilac considering a Volt powertrain in one of their new models.
I see a few Cruzes each week now.
Buick's success has some angry. A Regal can be leased here in the Midwest for $249 a month. Malibu 199 and Cruze 169. The Regal lease caps depreciation and interest at $3k per year for a new luxury car.
The article states that a Malibu in the same crash was only about 15% cheaper to fix than the Volt. Reminds me of the time a Passat rear ended my son's Mustang. The Mustang was about $500 and the Passat was about $12k to fix. That's where we are headed with cars. Ultra safe due to energy absorption that destroys the vehicle. The '98 Mustang had one tiny hole in the bumper cover. The Passat had a broken open crankcase spilling engine oil.
That's where we are headed with cars. Ultra safe due to energy absorption that destroys the vehicle. The '98 Mustang had one tiny hole in the bumper cover. The Passat had a broken open crankcase spilling engine oil
Yes, but any reasonable driver in the Passat could have swerved around your son's Mustang and avoided the accident all together. Get into a vehicle that handles like a tank and you'll just plow into people.
'18 Porsche Macan Turbo, '16 Audi TTS, Wife's '19 VW Tiguan SEL 4-Motion
I'm a Chevy customer, but the "Chevy Runs Deep" tagline doesn't do anything for me. I do like the one commercial with pics of babies coming home from hospital in various old and new Chevys. My wife said I'd like one with the guy with an old Chevy truck at the Service Dept when he finds a pic of him and his Dad with the then-new truck, in the glovebox. Haven't seen it then.
I wish they'd do an updated version of "See the U.S.A...." with various contemporary pop/country/rock artists. I always liked their old magazine ads, too, with a handsome family and a sharp Chevy in front of a scenic or historic American tourist spot.
2024 Chevrolet Corvette Stingray 2LT; 2019 Chevrolet Equinox LT; 2015 Chevrolet Cruze LS
I've seen print ads for leather equipped Regals at something like 21 or 22K out here. Seems like an interesting choice. I don't know about it being a luxury car though, back in der Vaterland where it was born, it is just an Opel.
I still remember Chevrolet's 1972 slogan: "Chevrolet - Building a Better Way to See the USA!" Chevrolet could film one of their TV commercials using my family. Heck, in my parents' wedding album there's a picture of my Mom in her wedding gown stepping out of a brand new black 1964 Chevrolet Biscayne sedan. I was probably brought home from the hospital in my Dad's 1961 Chevrolet Biscayne. My Grandpop had full-size Chevrolet cars all the time I knew him. Heck, most of my high school friends drove various Chevrolet cars. My Uncle Daniel had a beautiful dark blue metallic 1970 Chevrolet Impala Custom two-door hardtop before he stepped up to Cadillacs and Lincolns. My first new car was a black 1987 Chevrolet Caprice Classic. My wife even bought a new jade green metallic 2001 Chevrolet Impala when we were still dating.
I wish they'd do an updated version of "See the U.S.A...." with various contemporary pop/country/rock artists. I always liked their old magazine ads, too, with a handsome family and a sharp Chevy in front of a scenic or historic American tourist spot.
Agreed with your assessment. Not thrilled with the current tag line.
Not this time. At the accident location, there was one lane each way. Swerve left and there would have been a head-on. Swerve right and there was enough shoulderless drop off to roll the VW sideways down a hill. The road was frost covered and the VW was doing 45 when suddenly it needed to stop.
Sometimes I think the improved handling and stopping prowess of today's cars might actually work against their drivers. Because of the improvements, people drive faster, closer, take greater risks, etc. If you're driving a car that doesn't stop or handle so well, chances are you're not going to follow the car ahead as closely, you're not going to take curves as fast, etc.
If you suddenly took all the airbags, seatbelts, crumple zones, ABS, traction control, etc out of cars, and went back to the old days when one of the biggest safety features of a car was how far from the front the steering box was located, I have a feeling people would drive a lot more carefully.
In your son's situation, a more attentive driver could have avoided that accident, by driving slower, staying further back, etc. But the car they were driving would have had little, if anything, to do with it.
I have a bad reference point. I consider my '96 riv a luxury car and so does the BMV. It falls into a category that gets charged triple the excise tax forever. It stickered for $31k just like my '01 Silverado, but the Silverado is reduced to the std base rate for excise tax, now that it is 10 yrs old.
A new Regal is nice but maybe a car like my Riv would be $15k more, 15 yrs later? Would a $46k car be considered luxury these days?
Heated leather seats with dual 10 way power adjust and memory. Auto dim mirrors with memory, dual CC, TC and auto leveling were not common features back in '96.
It's all relative, and technology gets cheaper with time. I can easily find a 25+ year old MB with airbags, ABS, heated memory seats, automatic climate control, power rear seats, self leveling suspension etc. No problem to find 90s cars with all that and xenon lights, auto dim mirrors, dual climate control, sometimes even navigation, and more. Now a lot of that stuff is in very affordable mainstream cars. A new Regal is indeed a nice car, but more of a "premium" car than anything luxury, still a step below the entry models from the lux players.
My state used to tax cars based on original MSRP too, but they don't anymore. It was funny to see someone in a Geo paying more than someone with a zillion dollar vintage car.
A new Regal is indeed a nice car, but more of a "premium" car than anything luxury, still a step below the entry models from the lux players.
I think the problem is that the phrase "luxury car" is starting become alot like the word "millionaire".
"Millionaire" can run the gamut from smply someone having a net worth of $1M, on up to the likes of Bill Gates, Warren Buffet, etc, and that's an awfully wide range to span.
Similarly, as you've mentioned, luxury features are creeping into more and more mainstream cars. So they become really nice cars, premium even. But there's still a vast difference between something like a $20-25K Buick Regal and a Bentley, Rolls, etc.
Marketers want their brand of cars to be considered luxury. That's their job, and if they seem sincere, and you fall for that line - well shame on you. A luxury car should be above average in every area, without regard to cost.
And since a vehicle moves, and is not just something to sit in or look at, performance is a part of that equation. A luxury vehicle should drive better, have better performance, be more plush, have extra features then your average vehicle by a significant amount.
I really can't think of any GM vehicles that fit that definition other than the Cadillac CTS-V. In the past the STS and Deville could be considered somewhat luxurious, but the competition has caught up to them, while they have basically stood still.
And at least with millionaire, you can quantify an amount needed for the name. With "luxury", it is all relative. To someone who has been driving a Geo for the past 20 years, that Regal will feel like a Rolls. But it isn't going to be enough to make buyers run from their entry model import prestige brands.
Local dealer has 1 Volt--MSRP $45,824, perfect loon food...to round out the Chevy pint sized offerings would be the Aveo, Cruze, and the upcoming Sonic...All except the Aveo share the same 4 banger engine in some shape or form..
Since I run about $300 of premium gas through the supercharged V-6 Pontiac monthly, averaging 20 mpgs, I could save $150/mo if I selected one of the mini-cars giving me 40mpgs, however it would involve writing a check for a few grand..If I gave up smoking I could save probably $200/mo...
At 78, old habits are hard to break, so we just keep on trucking and laugh at GM...pitiful company..The 2012 Mustang GT is getting closer to my garage..it's a 20 mpger..premium too..
I can relate to it. I've had solid experiences with my Chevy trucks. I put 150k on my first Astro and 132k and counting on the second. The 3rd owner ran the first Astro up over 225k and was still counting.
"The 2012 Mustang GT is getting closer to my garage..it's a 20 mpger..premium too"
Man, my mouth waters every time I see a new Mustang, Camaro (though I can't see out of it), or the new Challenger. I have a hot-rod heart, but live a SUV lifestyle. That's why I went with a new '11 Grand Cherokee 4x4!
Kernick, your description of luxury is spot on. GM is not a player. Agree the CTS-V has caught up to the equation in 2010 on the performance side. Other than that, not even close for any other model....for those that really understand what luxury means, that is.
Indeed, they still do, and it's a beast from what I've read so far. It's a little more than I want to pay, however. While I love the looks of the new Grand Cherokee, it's the new (and old) pony cars that really get my heart racing.
The new one is just making press debuts, reviews are out there now. Indeed it's a beast, but it's so heavy that it might be missing the original point...
There are lots of quick, affordable crossovers - Forester XT, Sportage SX, and RAV4 V6 come to mind. They won't give you the V8 rumble you want from a muscle car, though.
What about an Equinox SS? I bet there would be demand. Right now the V6 model isn't putting out impressive power, though, give it the 3.6l and it would.
Still light years ahead of that failure u call a Equus. Also a Optima owner wouldn't understand what luxury means anyways. Even a "Snuze" or "Rentabu" must feel luxurious compared to a unrefined Optima.
"Indeed it's a beast, but it's so heavy that it might be missing the original point... " Yep, it's heavy enough, which is probably why it rides so smooth. I think it's a bit top heavy to be tossing it into the corners. I'd get something lower to the ground for that. An Equinox SS with AWD and the 3.6 you mentioned would be nice!
I wonder if they'll ever make the A pillars on the Camaro any thinner? It would be on my short list if they did!
One thing that's impressed me about Benz is that their hardtop coupes have had roll-down rear windows that were fairly large, with relatively slim C-pillars.
I've always been a fan of roll-down rear windows and hardtops, but I give extra props when the windows are bigger, in relation to the C-pillar.
Yes, thinner A pillars. When I drive the Camaro, it's like wearing horse blinders.
Unfortunately a lot of new cars are like that. My wife's Taurus is bad too. The B pillar is like a NFL linebackers thigh. I'm guessing they've beefed them up for side impact protection.
Let's hope this is the real deal. The XLR looked OK but had a plasticky interior, the Allante we're better off forgetting. I hope they build the best Ciel they can rather than building to meet a cost target. Create a true halo car for GM.
Lock 'em out and replace them when they walkout on strike - short term hassles, long term benefits to the company.
Since Ford (and GM) know that the inevitable UAW militancy is going to return when the profits are rolling in, any management worth a dime is going to have contingency plans in place. Both Ford and GM have manufacturing outside the country. I would assume that the more the UAW wins pay raises, the more manufacturing will move out of the country. They can get the current pay with a lot of employees, or more pay with fewer employees. Since any individual already working in the U.S. assembling cars is going to look out to maximize their own income (at the expense of future hires), I suspect manufacturing for the D3 will continue to migrate out of the U.S., and the proportion of "foreign" nameplates manufacturing in the U.S. will continue to grow.
Comments
So you're more likely to get a speeding ticket in an Equinox than you are in a Cruze 5 door (European model).
"World Class" when playing catch up.
"Runs Deep" which no one can relate to.
Expert opinions
Goodby intends to stick with its "Chevy Runs Deep" theme, but some see this tag line as lackluster and a fundamental reason why the ads have failed to generate traction.
Peter DeLorenzo, a 22-year veteran of the automotive advertising business and editor-in-chief of Autoextremist.com, said he isn't keen on the "Chevy Runs Deep" theme. He said he understands that it likely alludes to Chevy running deep in the fabric of the country. But, he said, "I don't think the consumer makes that connection."
Bill Lovejoy, a former GM group vice president for marketing, said he's asked a number of people what it meant "and no one had a clue." To be a great tag line, consumers should know what it implies, it should be memorable and people should want to hum it, he said.
Runs Deep into the Mud? Runs Deep into the Sea? Runs Deep into a Hole?
"See the USA in a Chevrolet" means something. Just use what works, gentlepeople.
What is Chevy??
Chevrolet used to be the brand for America, and Campbell-Ewald's ads "drummed that home," Meyers said. Now, he said: "I'm lost. I don't know what Chevy is anymore."
Regards,
OW
It may appeal to older, already domestic buyers, but those people will get it.
No wonder Ewanick is a little edgy these days about the two brands. Chevrolet has gotten stronger since his arrival, but a huge reason for that is one single new product: the Chevrolet Cruze small car, whose appeal seems based on fuel efficiency and strong vehicle features rather than buzz-worthy advertising. Ewanick's concerns echo doubts outsiders expressed last year when he debuted the brand's new "Chevy Runs Deep" positioning. It wasn't clear exactly what that message would do for the brand.
Meanwhile, Cadillac has been losing shine in the luxury-car war to front-rank competitors such as BMW and Mercedes-Benz -- and even to sibling brand Buick, which has been sizzling. Execution of some of the agency's work for Caddy's current "Red Blooded Luxury" campaign has been questioned.
If the Cruze wasn't here, Chevy would be hurting big time. They need to go forward. Caddy is struggling at the moment. Not a true luxury brand and a joke when the World Class ads come on. Faster and edgier but true luxury? Not yet.
Regards,
OW
Chevy Volt Repair Cost
Not meant to be a slant or bias against the volt / Chevy / GM but just a :surprise:
Another interesting read:
Camry Most "American" Car?
Caddilac considering a Volt powertrain in one of their new models.
I see a few Cruzes each week now.
Buick's success has some angry. A Regal can be leased here in the Midwest for $249 a month.
Malibu 199 and Cruze 169. The Regal lease caps depreciation and interest at $3k per year for a new luxury car.
Yes, but any reasonable driver in the Passat could have swerved around your son's Mustang and avoided the accident all together. Get into a vehicle that handles like a tank and you'll just plow into people.
I don't see that appealing to an old demographic is a good growth strategy.
I wish they'd do an updated version of "See the U.S.A...." with various contemporary pop/country/rock artists. I always liked their old magazine ads, too, with a handsome family and a sharp Chevy in front of a scenic or historic American tourist spot.
Agreed with your assessment. Not thrilled with the current tag line.
If you suddenly took all the airbags, seatbelts, crumple zones, ABS, traction control, etc out of cars, and went back to the old days when one of the biggest safety features of a car was how far from the front the steering box was located, I have a feeling people would drive a lot more carefully.
In your son's situation, a more attentive driver could have avoided that accident, by driving slower, staying further back, etc. But the car they were driving would have had little, if anything, to do with it.
A new Regal is nice but maybe a car like my Riv would be $15k more, 15 yrs later? Would a $46k car be considered luxury these days?
Heated leather seats with dual 10 way power adjust and memory. Auto dim mirrors with memory, dual CC, TC and auto leveling were not common features back in '96.
My state used to tax cars based on original MSRP too, but they don't anymore. It was funny to see someone in a Geo paying more than someone with a zillion dollar vintage car.
I think the problem is that the phrase "luxury car" is starting become alot like the word "millionaire".
"Millionaire" can run the gamut from smply someone having a net worth of $1M, on up to the likes of Bill Gates, Warren Buffet, etc, and that's an awfully wide range to span.
Similarly, as you've mentioned, luxury features are creeping into more and more mainstream cars. So they become really nice cars, premium even. But there's still a vast difference between something like a $20-25K Buick Regal and a Bentley, Rolls, etc.
And since a vehicle moves, and is not just something to sit in or look at, performance is a part of that equation. A luxury vehicle should drive better, have better performance, be more plush, have extra features then your average vehicle by a significant amount.
I really can't think of any GM vehicles that fit that definition other than the Cadillac CTS-V. In the past the STS and Deville could be considered somewhat luxurious, but the competition has caught up to them, while they have basically stood still.
Since I run about $300 of premium gas through the supercharged V-6 Pontiac monthly, averaging 20 mpgs, I could save $150/mo if I selected one of the mini-cars giving me 40mpgs, however it would involve writing a check for a few grand..If I gave up smoking I could save probably $200/mo...
At 78, old habits are hard to break, so we just keep on trucking and laugh at GM...pitiful company..The 2012 Mustang GT is getting closer to my garage..it's a 20 mpger..premium too..
Man, my mouth waters every time I see a new Mustang, Camaro (though I can't see out of it), or the new Challenger.
I have a hot-rod heart, but live a SUV lifestyle. That's why I went with a new '11 Grand Cherokee 4x4!
Regards,
OW
But Buick will ALWAYS sell more units to the Geo crowd! Agreed!
Regards,
OW
There are lots of quick, affordable crossovers - Forester XT, Sportage SX, and RAV4 V6 come to mind. They won't give you the V8 rumble you want from a muscle car, though.
What about an Equinox SS? I bet there would be demand. Right now the V6 model isn't putting out impressive power, though, give it the 3.6l and it would.
Maybe.
Regards,
OW
Yep, it's heavy enough, which is probably why it rides so smooth. I think it's a bit top heavy to be tossing it into the corners. I'd get something lower to the ground for that.
An Equinox SS with AWD and the 3.6 you mentioned would be nice!
I wonder if they'll ever make the A pillars on the Camaro any thinner? It would be on my short list if they did!
I think Inside Line did a comparo of the SRT8 Jeep and Audi R8 because:
1) They both had 400+ HP
2) They both had AWD.
I think they just wanted an excuse to have fun over at IL.
The R8 performs as good as it looks.
I've always been a fan of roll-down rear windows and hardtops, but I give extra props when the windows are bigger, in relation to the C-pillar.
Agree on the B pillars. Get rid of them!
Unfortunately a lot of new cars are like that. My wife's Taurus is bad too. The B pillar is like a NFL linebackers thigh. I'm guessing they've beefed them up for side impact protection.
I think in will be back in '12. I believe they were made up 'til '10.
Let's hope this is the real deal. The XLR looked OK but had a plasticky interior, the Allante we're better off forgetting. I hope they build the best Ciel they can rather than building to meet a cost target. Create a true halo car for GM.
Looked almost exactly like those pictures posted recently.
Lock 'em out and replace them when they walkout on strike - short term hassles, long term benefits to the company.
Since Ford (and GM) know that the inevitable UAW militancy is going to return when the profits are rolling in, any management worth a dime is going to have contingency plans in place. Both Ford and GM have manufacturing outside the country. I would assume that the more the UAW wins pay raises, the more manufacturing will move out of the country. They can get the current pay with a lot of employees, or more pay with fewer employees. Since any individual already working in the U.S. assembling cars is going to look out to maximize their own income (at the expense of future hires), I suspect manufacturing for the D3 will continue to migrate out of the U.S., and the proportion of "foreign" nameplates manufacturing in the U.S. will continue to grow.
URL for those who can't see the hotlinked image:
http://i.oodleimg.com/item/2647858450u_1x480x360f_2009_honda_accord/?1311109704
URL:
http://image.automobilemag.com/f/features/news/1102_2012_mercedes_benz_c_class_f- irst_look/30526367+w440/2012-mercedes-benz-C-class-coupe-front-three-quarter.jpg-
Also, looks like it does have a B-pillar.
I don't like the beltline upkick at the C-pillar