Help or Disaster?
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Drifting
Joined: Feb 2002
Posts: 1,260
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From: Chapel Hill NC
Help or Disaster?
The question is will this bring resources to Corvette or will it bring a whole lot of advise from people who wouldn't know a Corvette if it bit them?
"Chevy finally taps Corvette star power for division's ads
By Julie Cantwell
Automotive News / July 15, 2002
DETROIT - Chevrolet's halo vehicle finally has a lead marketing role. Chevy is using the Corvette to promote the division.
"In the past, we've kind of hidden Chevrolet from Corvette. We're not going to do that anymore," said Kurt Ritter, Chevrolet's general manager. "We think it's a brand that can help the overall Chevrolet branding effort."
Chevrolet's marketing use of the Corvette comes as the division celebrates the 50th anniversary of the car in 2003. An anniversary edition coupe and convertible will be offered with a red exterior and special badging.
Campbell-Ewald in Warren, Mich., created Chevrolet advertising featuring Corvettes. The division will use Corvettes in print, billboards and events.
Three print ads broke this month in Rolling Stone magazine. Ritter said the issue coincidentally featured an interview with Robert Lutz, General Motors vice chairman.
One of the ads shows a woman getting into a red Corvette. Copy is taken from the song "Little Red Corvette" by Prince: "Little red Corvette. Baby you're much 2 fast, (Yes U are)."
Dealers say it's about time the car took its rightful place in marketing.
"We (dealers) haven't taken advantage of it over the years; Chevrolet itself has left the car alone," said Tommy Brasher, Chevrolet's national dealer council chairman. "The heritage of the Corvette is priceless. They haven't used it enough as a halo vehicle over the years. I'm glad they're changing that."
Brasher, owner of Brasher Motor Co. in Weimar, Texas, said he expects the car to get more people thinking about and shopping for other Chevrolet vehicles.
"People recognize the Corvette and know who it's associated with: Chevrolet," he said.
"Brand awareness is important, and every bit of extra effort helps."
Chevrolet will take a Corvette heritage display nationwide for the next year. The tour started June 24 in Warren. A schedule is posted at http://www.corvette50thanniversary.com.
The final celebration will take place June 27-28, 2003, in Nashville, Tenn.
Chevrolet's U.S. car sales have continued to drop this year - down 13.1 percent for the first six months, compared with last year. Truck sales increased 6.5 percent in the first half.
Chevrolet's overall U.S. sales were down 0.2 percent.
The 2003 Corvette goes on sale at the end of this month. Chevrolet expects to produce 32,000 units. The special edition will account for about 30 percent of sales.
:confused:
"Chevy finally taps Corvette star power for division's ads
By Julie Cantwell
Automotive News / July 15, 2002
DETROIT - Chevrolet's halo vehicle finally has a lead marketing role. Chevy is using the Corvette to promote the division.
"In the past, we've kind of hidden Chevrolet from Corvette. We're not going to do that anymore," said Kurt Ritter, Chevrolet's general manager. "We think it's a brand that can help the overall Chevrolet branding effort."
Chevrolet's marketing use of the Corvette comes as the division celebrates the 50th anniversary of the car in 2003. An anniversary edition coupe and convertible will be offered with a red exterior and special badging.
Campbell-Ewald in Warren, Mich., created Chevrolet advertising featuring Corvettes. The division will use Corvettes in print, billboards and events.
Three print ads broke this month in Rolling Stone magazine. Ritter said the issue coincidentally featured an interview with Robert Lutz, General Motors vice chairman.
One of the ads shows a woman getting into a red Corvette. Copy is taken from the song "Little Red Corvette" by Prince: "Little red Corvette. Baby you're much 2 fast, (Yes U are)."
Dealers say it's about time the car took its rightful place in marketing.
"We (dealers) haven't taken advantage of it over the years; Chevrolet itself has left the car alone," said Tommy Brasher, Chevrolet's national dealer council chairman. "The heritage of the Corvette is priceless. They haven't used it enough as a halo vehicle over the years. I'm glad they're changing that."
Brasher, owner of Brasher Motor Co. in Weimar, Texas, said he expects the car to get more people thinking about and shopping for other Chevrolet vehicles.
"People recognize the Corvette and know who it's associated with: Chevrolet," he said.
"Brand awareness is important, and every bit of extra effort helps."
Chevrolet will take a Corvette heritage display nationwide for the next year. The tour started June 24 in Warren. A schedule is posted at http://www.corvette50thanniversary.com.
The final celebration will take place June 27-28, 2003, in Nashville, Tenn.
Chevrolet's U.S. car sales have continued to drop this year - down 13.1 percent for the first six months, compared with last year. Truck sales increased 6.5 percent in the first half.
Chevrolet's overall U.S. sales were down 0.2 percent.
The 2003 Corvette goes on sale at the end of this month. Chevrolet expects to produce 32,000 units. The special edition will account for about 30 percent of sales.
:confused:
