Chevy Shifts From 'Genuine'

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Cars’ Durability Will Be 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.





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