Chevrolet is moving away from the slogan it has used for the last decade. “Find New Roads” is being left on the side of the road with an all-new tagline now riding shotgun.

A Shift in Gear for Chevrolet’s Branding

According to AdAge and Automotive News, Chevrolet is steering its brand in a new direction with the slogan “Together let’s drive,” replacing the decade-old tagline “Find New Roads.” This change comes as the automaker aims to resonate with a society yearning for unity and connection, especially in these transformational times.

https://www.youtube.com/watch?v=Oqm9VBLjybo

The Drive Behind the Change

Chevrolet Marketing VP Steve Majoros says the new slogan is designed to evoke a sense of togetherness that people are “really, really thirsty for.” Majoros believes that despite the divisive climate, people fundamentally desire to feel more connected, positive, hopeful, and optimistic.

The Roadmap for the New Campaign

https://www.youtube.com/watch?v=BzPwnljDv7A

The new tagline is set to debut with an ad during Game 1 of the Major League Baseball’s World Series. The ad will focus on vehicle affordability, featuring models like the new Trax subcompact crossover, which starts at $21,495. Unlike the sweeping, philosophical ads of the past, the new campaign will be more down-to-earth, focusing on everyday life moments and the practical benefits of owning a Chevy.

A Look in the Rearview Mirror

The previous slogan, “Find New Roads,” launched in 2013 and was aimed at instilling a sense of innovation and ingenuity. It had a good run, but Majoros felt it was time for a change, stating that the old tagline felt “a little languid” and was not in tune with the current mindset.

Navigating Current Challenges

Interestingly, the slogan change comes amid a UAW strike against General Motors, which has already cost the company $800 million. However, Majoros emphasized that Chevrolet is “playing the long game” and did not consider delaying the new campaign.

Dealership Perspective

Automotive News talked to a Chevrolet Dealer about the slogan change. Robb Hernandez, president of Camino Real Chevrolet, believes the new slogan is coming at “the perfect time,” especially as Chevrolet takes steps into an electric future. He is already planning to incorporate the new slogan into his own marketing efforts.

Together Let’s Drive

As Chevrolet continues to evolve its product line, including new electric vehicles like the Silverado EV, the new slogan seems to encapsulate not just the act of driving, but also the internal drive that propels us forward. It’s not just about the destination; it’s about the journey and the people we share it with.