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Chevrolet Inks Deal with Manchester United as it Expands Marketing Efforts Worldwide

“It’s all about efficiencies,” says marketing czar Ewanick.

by on May.31, 2012

"There are no sacred lines in the budget," says GM Marketing Czar Joel Ewanick.

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.

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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.”

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Chevy, Ford Stage the Real Super Bowl Battle

GM brand refuses to back down on controversial claims.

by on Feb.06, 2012

Chevy's Super Bowl ad has triggered a fight with Ford.

It’s not quite the end of the world, but Chevrolet’s post-apocalyptic ad that aired during Super Bowl XLVI has touched off a fight with nearly as much tension as the battle between the NY Giants and New England Patriots.

The Chevy spot – titled “2012” in a clear reference to the supposed Mayan doomsday many fear will strike this year — featured a Silverado crawling out of the ruins of a once-great city.  When he finally hooks up with his buddies, the driver notices one is missing – the friend who drove a Ford.

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The spot emphasizes the subject of durability, one of the characters declaring that missing driver “Dave didn’t drive the longest-lasting most dependable truck on the road. Dave drove a Ford.”

Ford tried to get Chevy to drop the ad before it aired, then turned to NBC to block the broadcast.  But the General Motors division cited statistics from R.L. Polk which show that Silverados remain on the road longer than any other truck.

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