Using the tagline ‘Make it Happen’, a series of television and print adverts are being shown in the UK between August and October.
Mark Terry, Managing Director, said: “The integrated tagline ‘Chevrolet – Make it Happen’ embraces the element of ’empowerment’ and ‘can-do spirit’ people already connect with U.S. culture."
The first adverts will focus on the likes of the Chevrolet Spark city car and the new Chevrolet Cruze hatchback, a Ford Focus rival that was introduced by the brand this month.
However, Chevrolet is aware of its US roots, and wants to trade on this as the introduction of the Camaro draws near.
Wayne Brannon, President of Chevrolet Europe, 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. No other volume brand in this marketplace can say that.”
The Chevrolet Camaro will be available in both coupe and convertible variations when it goes on sale in the UK later this year.
Available only as a left hand-drive model, the Camaro is an iconic car in the US, where its performance figures and much-publicised sales battle with the Ford Mustang defines the US car landscape.
Prices for the muscle car, which boasts a potent 6.2-litre V8 engine, start from £35,000 for the coupe version and £40,000 for convertible models.
The price incorporates a high level of equipment because only range-topping Camaro cars will be available to buy in the UK.