Chevrolet reinvents itself, puts customer first

DETROIT — Every seven seconds, there is a Chevrolet vehicle sold in the world.

With that statistic means the brand needs to be ready to “Find New Roads.”

“Find New Roads is much more than a tag line,” said Alan Batey, president of General Motors North America. “Find New Roads is our culture.”

Batey, who has been with GM for more than 35 years, told reporters today at a global media event, that he cannot say whether the brand has always led and not followed.

“We have reinvented Chevrolet,” Batey said. “It’s our commitment to ingenuity. It’s about our commitment to be different and for people to expect something exciting.”

When Chevy leaders looked to reinvent the brand they looked to a lot of other companies for influence, like Apple. Apple is the most-valuable brand in the world today.

“How they define their brand is really through their products,” Batey said. “They are genius and simple.”

The key to reinventing Chevrolet will not only be through advertising, but through the products, partnership with the dealers and to shatter perceptions of Chevrolet.

“Most importantly, we put the customer right in the middle of everything we do,” Batey said.

For the complete story, read Thursday's Vindicator and Vindy.com