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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."

The real costs of keeping a Chevy Volt on the road

The release of the new, 2016 Chevy Volt is sure to bring a surge of used electric vehicles to the market as early adopters trade their older models in. Many of these cars are selling for a fraction of their original price, thanks in part to federal and state incentives that lowered the initial cost to the first owner, which opens these cars up to a whole new class of consumers. While the prices are getting attractive, potential buyers are still hesitant to buy a used EV due to uncertainty about service and repair costs, but there may be some good news on the horizon. The Chevy Volt comes with a battery warranty that is good for at least 8 years and 100,000 miles, but many of the Volts popping up on the market have passed that 100,000-mile mark. The threat of needing a new battery can be a deterrent, especially with some dealers quoting prices as high as $34,000 for a full "drive motor battery replacement." That sum is more than the MSRP of a 2016 model. Some of the fear of EV maintenance and repair comes from the mystery of the individual pieces that make up the drivetrain and charging system. If we take a look at the Volt in terms of analogs to a traditional internal-combustion vehicle, the outlook becomes a little more friendly. The Volt battery pack consists of three lithium-ion modules in a T-shaped arrangement, each of which can be serviced individually. Module 1 is made up of 90 cells and corresponds to GM part number 22954462, which retails for $3,258.33; module 2 is made up of 72 cells and corresponds to GM part number 22954463, which retails for $2,930.00; lastly, module 3 is made up of 125 cells and corresponds to GM part number 22954464, and retails for $4,933.33. These part numbers have been added to the dealer order systems but have not shown up in the distribution centers at this time. Although all three of the modules add up to a fairly large $11,121.66 total and are still on hold for dealer ordering, the good news is that in most cases these battery cell modules do not need to be replaced. There are many other individual pieces mounted on the battery pack that are serviceable, such as the Battery Energy Control Modules (BECM) and the Battery Interface Control Modules (BICM). These modules control and monitor the battery packs and charging system and have been known to fail while the lithium-ion battery cells are not at fault. Some have been replaced under warranty, but if you are stuck buying one they run about $255 a piece for the part.

2014 Chevrolet Corvette Stingray priced from $51,995*

After months of speculation, Chevrolet has finally revealed the official starting price of the 2014 Corvette Stingray. The base MSRP for the 450-horsepower Stingray Coupe will be $51,995, while the Stingray Convertible will go for $56,995 (*both prices include a $995 destination fee). This means that the price increase from 2013 to 2014 is just $1,400 for the coupe and $2,395 for the convertible - pretty modest increases considering the upgrade in specifications. Of course, neither price accounts for the sort of dealer markup that might grace early C7 window stickers, especially since less than a third of all Chevrolet dealers will be allocated Corvette models to sell at the car's launch.
Now, these prices are for the base car, so if you're wondering how much a fully loaded Stingray will run, Chevy has given us a good indication of that as well. The coupe we saw on display at the Detroit Auto Show (shown above), for example, would run $73,360 including options such as the $2,800 Z51 Performance Package, $2,495 competition sport seats and the $1,795 Magnetic Ride Control option - just to name a few. Stepping up to the 3LT trim level that brings a full leather interior will run an extra $8,005 over the base price.
While $20,000 in options may seem like a lot, this "as-tested" price still has the C7 competitively priced against rival coupes like the Porsche 911 and Nissan GT-R. Speaking of price comparisons, Chevrolet also points out that the C7 Stingray Z51 costs $2,200 less than the C6 Grand Sport while delivering better acceleration (0-60 mph in less than four seconds) and improved track performance (including more than 1 g in cornering).