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Chevy Replaces "Find New Roads" Slogan: "Together Let's Drive" Is New Wording

6.1K views 36 replies 24 participants last post by  6cylinder  
#1 · (Edited)
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Advertising Age
October 27, 2023
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The Detroit Free Press
October 27, 2023

General Motors is changing the tagline on its Chevrolet brand as it rolls out some redesigned gasoline vehicles and new electric vehicles over the next several months.

Chevrolet's new tagline will be: "Together Let's Drive," said Steve Majoros, Chevrolet's CMO." It will debut in a spot aired Friday during Major League Baseball's Game One of the World Series starting at 8 p.m.

“It’s a transition that has been subtly under way," Majoros told the media. "It goes back to the fourth quarter with our 'EVs for Everyone' campaign. We started to change our tone of voice, our color palette … and find a way to better to connect with customers.”

Majoros said Chevrolet did a year's worth of research to come up with the tagline that will bring customers into the Chevrolet experience as it launches the Chevrolet Blazer EV now and the Equinox EV and Silverado EV later next year.

“ 'Let’s' is an active word. 'Drive' is what we do in our vehicles, but it’s also that internal drive, so it has a nice double meaning. Chevrolet people are people who make it happen," Majoros said, explaining why the brand is adopting this tagline.

He said the change will be a "rolling transition" because it takes a long time to build up a tagline. Chevrolet's most famous tagline is "Like a Rock," which the brand used from 1991 to 2013.








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#4 ·
Chevrolet's new tagline will be: "Together Let's Drive," said Steve Majoros, Chevrolet's CMO." It will debut in a spot aired Friday during Major League Baseball's Game One of the World Series starting at 8 p.m.
As a sponsor and official car of Major League Baseball, Chevrolet should resurrect its "Baseball, Hot Dogs, Apple Pie, and Chevrolet" tagline.

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#28 ·
I always liked the "Like A Rock" commercials they were memorable.
 
#31 ·
I still remember the TV commercials from my childhood; “See the USA in Your Chevrolet” - with two people floating down and into a Chevrolet.

The Find New Roads tagline was stupid.
Dina Shore. Sounded like Dinosaur at first listening.

So GM will be making driver ed cars with two steering wheels and two sets of pedals? Because that's what "Together, Let's Drive" sounds like. Driver Ed.
Driver Ed Today. Tomorrow. Forever. Yes we can!

Here's my suggestion, GIT IT! 🚗🚀
 
#34 ·
Meh, plus it sounds awkward. At least do "Let's drive together".
I was wondering if the participle was dangling or not... :) Any grammar experts out there?