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C7 Corvette makes inaugural ad appearance in Chevy's first spot with new slogan

Chevrolet's "Runs Deep" tagline has finally been run into the ground, replaced with the Bowtie brand's "Find New Roads" slogan that's part of parent General Motors' plan to unify its everyday brand's marketing efforts worldwide. The new Chevrolet campaign was ushered in on prime time last night during the Grammy Awards on CBS, and the first spot, a 90-second full-line ad, also marks the first appearance of the 2014 Corvette Stingray in a commercial.
Being a full-line ad, the commercial is composed of vignettes centered on different vehicles in the brand's lineup. The all-new 2014 Impala also makes its first commercial appearance in dapper fashion, and time is spent on a skateboarding Sonic and a bouquet of brightly colored Spark hatchbacks driven by fashionable women. The ad starts and ends with Chevy's green halo car, the Volt, along with a young girl with her robotic dog (yes, really).
Chevrolet's "Runs Deep" campaign got off to a rocky start in the fall of 2010, but it did last for a couple of years with some tweaks. This new one, "Find New Roads" seems more intent on drawing new customers into the fold than the outgoing tagline, which seemed to play more toward the brand faithful. It admittedly reminds us more than a little the short-lived "Find Your Own Road" Saab motto (which, we note, was conceived while the Swedish brand was under GM's control), but no matter, we still think it's got more long-term potential than "Runs Deep."

How GM engineers are using diaper 'snow' to keep you warm

Testing how snow affects General Motors' vehicles isn't really a problem right now for the company's engineers, but in the dog days of summer the process isn't exactly easy. The only real option is for them to book time at the automaker's climatic wind tunnel. However, a flash of brilliance from an engineer allows snow to be simulated regardless of the temperature outside, and the discovery is all because of his daughter's wet diaper. The realization came to GM Thermal Systems engineer Nicholas Jahn while he was swimming with his daughter and noticed how her diaper ballooned in size in the water. He found out the substance that makes this possible is called sodium polyacrylate. When the material gets wet it grows and forms fluffy flakes that are a close imitation of snow. Best of all, the stuff can be prepared easily any time of the year, and it's reusable. The engineering team uses the material to test the effectiveness of the heating systems of GM's vehicles. They spread the sodium polyacrylate over the inlets at the base of the windshield to obstruct the airflow and then crank the heater. After some time, they can see how much is being sucked into the system and design more efficient systems in the future. See how the process works in the video above and read about the diaper discovery in GM's press release below. Diapers Change Chevy Cruze Winter Warm-up Time GM validation engineer uses diaper material "snow" to reduce frigid drives 2015-01-06 DETROIT – An item commonly found on an infant's changing table is helping General Motors' engineers simulate snow year round, ensuring heating systems in cars like the 2015 Chevrolet Cruze can quickly and efficiently warm its interior. Packed snow can prevent air from entering the inlet panel at the bottom of the windshield, obstructing the flow of air into the heating system and reducing the amount of air it can push out. This can lead to less efficient warming of the car's interior and windshield defrosting. "The last thing anyone wants to do when it's freezing cold out is scrape their windshield," said Nicholas Jahn, GM Vehicle Thermal Systems engineer. "The testing we perform on the Chevrolet Cruze with the diaper material allows us to maximize the car's heating capabilities." Ironically, Jahn stumbled upon his diaper-based testing method in the middle of summer. During a swim with his daughter, he noticed her diaper multiplied in size when it came into contact with water.

Pushing Back: GM expanding Chevrolet into Korea, Daewoo out

Chevrolet Camaro goes to South Korea - Click above for high-res image
General Motors decided several years ago to begin heavily promoting Chevrolet as its global mainstream brand even in markets where its existing brands like Opel and Daewoo were a dominant force. Today, at the Busan Motor Show in South Korea, GM Daewoo president Mike Arcamone announced that the Camaro would lead the way in GM's efforts to market Chevrolet in South Korea.
For now at least Chevrolet and Daewoo-branded vehicles will coexist in the Korean market. However, while we were in China last week GM officials told us that the Daewoo brand, which has been somewhat tainted by past quality issues, would eventually be phased out in favor of Chevrolet. When the new Aveo launches next year it will likely be badged as a Chevrolet even though GM Daewoo is in charge of engineering the car.