Trading on its US routes, Chevrolet has introduced the ‘Make it happen’ tagline for its European models after describing it as a ‘can-do-spirit’ connected with US culture.
Explaining the decision, President of Chevrolet Europe Wayne Brannon said: “If you ask 100 Europeans what they know about Chevrolet, research shows that 85 of them think of ‘Chevy’ as a brand with American roots and values. Chevrolet’s DNA is all about the spirit of optimism and opportunity."
Chevrolet hopes to use its US roots to showcase its new range of cars in Europe. Since re-launching in Europe in 2005, the brand has revamped its entire range with higher quality, more modern cars designed to appeal to European buyers.
This began with the introduction of the Chevrolet Spark city car as a replacement for the ageing Daewoo Matiz (and later Chevrolet Matiz) earlier last year.
The new tagline will apply to all seven of Chevrolet’s new cars in 2011, including the already-released Chevrolet Orlando MPV and upgraded Chevrolet Captiva.
The other cars include updates to the Chevrolet Aveo supermini, a Chevrolet Cruze hatchback, the introduction of the Chevrolet Camaro muscle car into the UK for the first time.
The product launch will be completed with the Chevrolet Volt extended range electric car and the Chevrolet-owned Corvette Grand Sport Coupe.
All will use the ‘Make it happen’ tagline in the UK in television, online and print advertising as each model goes on sale at Chevrolet dealerships.
Brannon added: "The new TV spots and print ads show viewers how important it is not to miss important opportunities in their lives: ‘no more missed opportunities."