Chevrolet Moving Away From 'Genuine' Tagline

Cars’ Durability Will Be the Focus of New, Lighthearted Campaign
DETROIT–General Motors’ Chevrolet Division will shelve the longstanding “Genuine Chevrolet” tagline for its cars in favor of a message that reinforces the brand’s reliability, sources said.
“We’ll be there” and “Don’t you wish everything was as reliable as a Chevy” are both likely candidates to appear in some form in the campaign, sources said. “Like a rock” will continue as the Chevy truck tagline.
A new campaign reflecting the change will cover all of the division’s car nameplates, shifting from the “baseball and apple pie” approach to a lighthearted initiative demonstrating the Chevy car brand’s durability, sources said.