Chevrolet to spend more to market cars

Camaro ads will play up emotional appeals

Automotive News | July 22, 2008 - 12:42 pm EST

ENLARGE

Ed Welburn, GM design vice president, and Ed Peper, vice president of Chevrolet, show off the 2010 Camaro on Monday. Photo credit: RICK KRANZ

DETROIT — Chevrolet will do more advertising of cars this year and next than it has in recent years. The brand also will shift more ad dollars from traditional media to digital, says the brand’s chief.

Like all General Motors brands, Chevrolet will see its marketing budget cut. On July 15, GM said it would trim its marketing budget as part of its plan to boost liquidity.

Because GM is completing its 2009 marketing budget, Chevrolet’s budget is unknown, the brand’s vice president, Ed Peper, said in an interview with Automotive News on Monday, July 21. But Peper is certain of the direction he wants to take the brand’s message.

“We’re going to continue to promote our cars more than we have,” he said. “And we’ve spent a lot of money this year promoting cars versus trucks, more than we have in a long time, and we’re going to continue to do that.”

On Friday, July 18, GM marketing chief Mark LaNeve told Automotive News that many of GM’s brands would shift their media spending from traditional outlets such as print, radio and TV to digital. LaNeve is GM’s vice president of vehicle sales, service and marketing.

Peper said Chevrolet already has moved a larger percentage of its advertising dollars into digital than any other GM brand.

“We see a great value there in the digital space,” he said. “One of the things that’s particularly good about digital is that you can track the results. We actually think it’s a very good idea, and when budgets do tighten up, it’s something we’ll have to take an even harder look at.”

But Peper said Chevrolet must reach some consumers by using traditional media.

Promoting the new Camaro coupe will be easy initially because enthusiasts will rush to get one, he said. After that, Chevrolet will need a broader strategy.

“For us to be really successful with this vehicle, we’re going to have to compel a new breed of consumers to fall in love with the technology, the drive, the fuel economy and all those different things,” Peper said. “We’re going to have to attract a lot of folks who may not know about the Camaro brand.”

Camaro ads are likely to play up the emotional appeal of the car while also listing the rational points, such as an estimated 26 mpg highway fuel economy with the V-6 engine, standard OnStar telematics system and XM Satellite Radio, along with other technology, he said.

Said Peper: “There’s a lot of stuff built into this vehicle that we’re going to talk about with those folks who care a lot more about the modern technology.”