General Motors Co. is launching a new advertising campaign to target the younger, 18-34 year old U.S. buyers’ market on October 15. The ads will feature Chevy’s latest subcompact Sonic bungee jumping and skydiving.
In efforts to move the brands identity away from SUV’s and towards fuel efficiency, GM is trying to promote the Chevrolet Sonic to keep this fresh in consumer’s minds. IHS Automotive estimates GM will move 80,000 Sonics per year, as subcompact sales numbers are expected to go over double to 925,000 by 2016.
Cristi Landy, Chevy’s director for marketing says with the Hyundai Accent, Toyota Yaris, and Honda Fit that “The segment is very busy right now with a lot of new entries.” With Bill Visinic, Edmunds.com analyst adding “You do have a lot of new product in this class that dosen’t scream cheap car like it used to.”
Click here for more news on the Chevrolet Sonic.
In order to get production started, GM lowered hourly pay for its workers to get the $14,495 vehicle made and still be able to turn a profit.
GM is using digital media exclusively for the first three months of promotions, with a tagline and website, “lets do this”, and www.letsdothis.com, that will have the video clips of the 10-story bungee jump and Arizona skydiving.
– By: Alexandra Koken
Source: Automotive News