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C7 Corvette makes inaugural ad appearance in Chevy's first spot with new slogan

Chevrolet's "Runs Deep" tagline has finally been run into the ground, replaced with the Bowtie brand's "Find New Roads" slogan that's part of parent General Motors' plan to unify its everyday brand's marketing efforts worldwide. The new Chevrolet campaign was ushered in on prime time last night during the Grammy Awards on CBS, and the first spot, a 90-second full-line ad, also marks the first appearance of the 2014 Corvette Stingray in a commercial.
Being a full-line ad, the commercial is composed of vignettes centered on different vehicles in the brand's lineup. The all-new 2014 Impala also makes its first commercial appearance in dapper fashion, and time is spent on a skateboarding Sonic and a bouquet of brightly colored Spark hatchbacks driven by fashionable women. The ad starts and ends with Chevy's green halo car, the Volt, along with a young girl with her robotic dog (yes, really).
Chevrolet's "Runs Deep" campaign got off to a rocky start in the fall of 2010, but it did last for a couple of years with some tweaks. This new one, "Find New Roads" seems more intent on drawing new customers into the fold than the outgoing tagline, which seemed to play more toward the brand faithful. It admittedly reminds us more than a little the short-lived "Find Your Own Road" Saab motto (which, we note, was conceived while the Swedish brand was under GM's control), but no matter, we still think it's got more long-term potential than "Runs Deep."

2020 Chevy Trax and Buick Encore spied testing

We just recently saw a little crossover SUV from General Motors being tested, and we weren't positive what brand it belonged to. We narrowed it down to Chevy or GMC, but we're feeling more confident that it's a GMC now, since both the next generation Chevy Trax and Buick Encore subcompact crossover SUVs have been spied testing together. Of the two, the Chevy has the more radically different sheet metal. It ditches the somewhat frumpy, lumpy shape of the current Trax for a body inspired by the bigger Chevy Blazer. The roofline has sharp corners, and the hood is wide and flat. The front fascia, though obscured, shows the most connection to the bigger crossover. It has the same split headlight configuration, and it looks as though the grille takes up a sizable section of the fascia. View 7 Photos The Buick Encore on the other hand looks evolutionary in design. The body still has plenty of curves, and the distinctive, sharply rising window sill are all hallmarks of the current Encore design. The headlights and grille are similar, too, though the grille appears to be slightly updated to fit in with the Enclave and Regal. It's understandable that Buick might want to play it safe with the new Encore, since the model is Buick's best seller, selling about 23,000 units in the last quarter, nearly twice that of the next best performer, the Enclave. Since this is the first time we've seen these little crossovers, we expect it will still be a year or two before we get to see them fully revealed. They will probably continue to use small-displacement turbocharged four-cylinder engines with either front- or all-wheel drive. Related Video:

Chevy's latest Silverado videos assume we're idiots

UPDATE: This article has been revised to reflect that any mention of materials used in a future Chevrolet Silverado is speculation. Can we have a sound, rational debate about the merits of aluminum versus steel? According to Chevrolet's latest marketing videos pitting the Silverado against the Ford F-150, the answer is no. The tone of all three ads is almost Orwellian: steel good, aluminum bad. Of course, this will all be a hilarious joke when an aluminum-bodied Silverado comes in 2018. That's an if, as a member of the General Motor public relations team has reminded me that any articles regarding future product are pure speculation. Until then Chevy needs to sell the current Silverado, with its body comprised chiefly of steel, against the Ford F-150's lightweight aluminum panels. Instead of touting the merits of the "most-dependable, longest lasting pickup," the strategy seems to center around negative propaganda towards the 13th element. The tone of all three ads is almost Orwellian: steel good, aluminum bad. Of the three videos, the most fair is Silverado vs. F-150 Repair Costs and Time: Howie Long Head to Head. Basically: aluminum costs more than steel, it's more difficult to repair, and requires special equipment for body shops. In terms of Chevy versus Ford, the blue oval truck costs more and takes longer to repair - an average of $1,755 more and 34 more days in the shop, according to the ad. But why stop there when you can have pitchman Howie Long raising an eyebrow at random facts? When Silverado Chief Engineer Eric Stanczak says of the Ford, "It's manufactured in a way that combines aluminum, rivets, and adhesive in a process that's different than Silverado." Long responds, "Huh. Interesting." At the end of the video, Long says "I'd be interested to know what happens to insurance costs." Note he's not saying anything substantive. If Chevy's legal team could sign off on some facts about insurance rates, it would be in this ad. On our Autoblog Cost to Own calculator, there is no significant difference in projected insurance costs between the two trucks. But at least that ad has facts. The other two videos are pure hype. In Cages: High Stength Steel, real people are asked what they think of aluminum and steel in a room with two cages. Then a bear is released into the room, and the subjects scurry to the safety of the steel cage.