Chevrolet: When You Want Your Car to Go 1 Million Miles
February 12, 2008 by Susan Gunelius
Filed under Marketing
Did you ever think you’d hear a tagline like that? Chevrolet: When You Want Your Car to Go 1 Million Miles could very well become the slogan of the future for Chevy since a 1991 Chevrolet Silverado passed the 1 million mile mark on February 8th in Wisconsin.
Owner Frank Oresnik bought his million mile Chevy Silverado secondhand in 1996 and attributes his 300 oil changes and routine maintenance and service to the longevity of his American made vehicle. Look out Toyota.
In short, this is just the publicity the Chevrolet brand needs as it tries desperately (along with other U.S. car manufacturers) to remain relevant in a category dominated by the likes of Toyota and Honda. Even I was a victim of the Toyota sales pitch last year when my husband and I wanted to trade in our gas guzzling SUV for a smaller car. The big part of the salesman’s pitch? Toyotas will last much longer than American made. Perhaps that’s not true afterall.
What do you think? Will Toyota and other non-U.S. car manufacturers have to rethink their primary differentiator now that it’s been proven a Chevy can go the distance?
A film crew from Chevrolet’s public relations and advertising company was on hand when Frank Oresnik’s Silverado moved pass the 1 million mile mark, so the company clearly plans to promote this milestone. Should competitors plan a defensive strategy, or will it take more than the million mile Silverado to change people’s perceptions of American-made automobiles?
Tags: million mile truck, million mile Chevrolet, Chevy, Chevrolet, Chevrolet Silverado, branding, public relations, Toyota, Honda
There are too many variables for Chevrolet to base their entire campaign on one car’s success, if that is what is being suggested. Weather conditions, maintenance plan follow-up, etc. If nothing else I’d expect the same disclaimer at the bottom of their ads as we see on diet plan ads and supplement ads.
it’s not everyday or even every decade that a car crosses the million mile mark,
sorry I mistakenly submitted that without completing it. crossing that mark is a milestone on its own, and if you are facing stiff competiion from Japanese auto makers I think its reasonable to flaunt it in the face of every customer.
We go one million extra miles might be a good punch line: really if these other cars parade themselves as being efficient how many will stand the test of time, and we should take into consideration the fact that particular silverado might still be on the road. I definitely might add that to my brand mix but never make it my strong point though.
Very interesting post. I believe that Chevrolet is doing the right thing to try to turn the tide for “American” cars. The big three has really been position in the minds of consumers as less reliable than the “foreign” cars, maybe this is the spark that they need to be successful…
the “old girl’ is indeed still on the road. presently at 1,002,000 miles ,and counting .your readers may be surprised to know that chevy has no (,yes you read that correctly) plans to purchase my truck! i’m as surprised as you are, but life goes on, frank
Hi Frank,
Thanks for stopping by Brandcurve and updating us about your truck. I can’t believe Chevy doesn’t want it seeing the great publicity it can generate. Seems like a missed opportunity for them.
Well, keep on truckin’ and keep me updated!
Susan
i wonder what service the engine has had to be able to handle a million miles.
my chevy is barely at 93,000