Baseball, hot dogs, apple pie and Chevrolet? That may have been the automaker’s mantra in the 1950s and ‘60s, but with six of every 10 Chevys now being sold in markets as far afield as Berlin and Beijing more and more of the maker’s marketing effort is focused overseas.
The latest move links Chevrolet with what is generally considered the world’s most popular soccer team – football to most of the world – Manchester United. The five-year partnership comes only weeks after Chevy’s parent General Motors confirmed it is pulling its ads off the 2013 Super Bowl.
Calling the tie-up with the British team a “natural synergy,” GM’s global marketing czar Joel Ewanick stressed that “Where they’re strong we want to grow. Where we’re strong they want to grow.”