Chevy Goes Bi-Coastal

DETROIT General Motors has hired Translation Consultation and Brand Imaging to help court a younger crowd in urban areas, where the Chevrolet brand has had limited reach.

New York-based Translation specializes in matching stars with products, and GM feels it has the wares, with its Chevy HHR, Cobalt, Aveo and Equinox. But the models are underperforming in larger cities on each coast, including Miami, New York, Seattle and Washington, D.C.

“We have talked about the effort to revitalize our marketing efforts here in North America and one of the ways is to reach out in these areas,” a GM representative said.