Admitting Chevrolet Europe agreed to waive its ruling that Chevy should not be used in promotional material, Chevrolet UK’s managing director Andy Carroll says: “Dispensation was granted without too much persuasion. We took the pragmatic approach.”
In one print advertisement the five-model range is accompanied by the strapline: “All the car you need. Plus it’s a Chevy.”
Carroll says phases one and two of the campaign to educate the public about the virtues and values of the Chevrolet brand, including television advertising, cost £4m. Phase three with more specific product focus, including the new Matiz due on sale in June, would involve a £2m budget.
He emphasises: “You cannot launch a new brand overnight, however iconic it is.”