AM Online

UK cleared for ‘Chevy’

Chevrolet UK had to gain dispensation from its European counterparts to use the banned title Chevy in media advertising as the British operation commits £6m to a public brand charm offensive.

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.”

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