Chevrolet is changing with the times, and adopting a new slogan that is more upbeat and adventurous. It’s “Together let’s drive” and it replaces the old tagline of “Find New Roads.”
During a media briefing earlier today, Chevrolet officials broke down the slogan and noted “Together” is a “symbol of our partnership,” while “Let’s” is an action word that’s “active” and “right now.” The third and final piece of the puzzle is “drive,” and that’s the “internal drive that powers Doers.”
More: Chevrolet Equinox EV To Start Around $34,995 And Offer Up To 319 Miles Of Range
The slogan was introduced on Friday and its debut ad combines several themes that are important to customers. Among them are a focus on family, time and community. Officials also told us consumers are drawn to forward thinking brands, but they’re now looking for established players instead of startups.
The second ad is lighter and even its title, Down To Earth, is a reflection of that. It focuses on value and highlights the Bolt as the most affordable EV in America. It also promotes the $30,695 Colorado and $21,495 Trax.
While the slogan will take some getting used to, Chevrolet officials noted a lot has changed since “Find New Roads” was introduced about a decade ago. They added their various slogans have been “right for the time” and now it’s time for something new.
2024 Is Already Shaping Up To Be A Busy Year
Besides talking about the new motto and upcoming Equinox EV, officials dropped a few hints about what’s in store for 2024. In particular, a slide was shown suggesting there will be Corvette and full-size SUV news.
That’s likely a hint the highly-anticipated Corvette ZR1 will be introduced next year, and joined by the facelifted Tahoe and Suburban. GM CEO Mary Barra also recently confirmed the next-generation, ICE-powered Equinox is coming in 2024. If that wasn’t enough new product, the redesigned Traverse is due early next year as well.
Speaking of upcoming models, officials revealed Silverado EV RST production is now slated to begin in the spring of 2024 after a short delay. Until then, they’re focused on building the fleet-friendly Silverado EV WT.
Sticking with electric vehicles, the bow tie brand said they have the “right mix” of EVs and ICE-powered models. Officials also noted that while the Bolt and Bolt EUV are going out of production later this year, there should be enough supply to last for a few months after the fact. This will limit the amount of time that GM is without an affordable EV as the $34,995 Equinox EV will arrive in 2024.
Lastly, Chevrolet is seeing momentum despite an assortment of headwinds. In particular, the company noted retail sales are up 14% and that’s more than the industry average of 10%. This has been fueled, in part, by the success of the Trax and Trailblazer.
