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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."

New Takata problem results in recall of 414 GM vehicles

An airbag-inflator rupture discovered by Takata during testing has resulted in a new recall affecting 414 vehicles from General Motors, including 395 of them in the US. This latest campaign covers 2015 model-year examples of the Buick LaCrosse, Cadillac XTS, Chevrolet Camaro, Equinox, Malibu, and GMC Terrain. There are no reported breaks in any of these vehicles on the road, and the company estimates only one percent of them actually have the faulty parts. According to documents submitted to the National Highway Traffic Safety Administration (as a PDF), one side-airbag inflator failed a cold test at -40 Fahrenheit "releasing high pressure gas and propelling the separated components apart." The supplier told GM about the failure the next day. In these vehicles, the safety device might not only burst but the bag could inflate incorrectly, as well. GM and Takata say that a cause is not yet known, but they are "conducting an investigation." GM will begin notifying affected owners via overnight mail on Oct. 19. Dealers will replace the side airbag modules on all of the affected vehicles with new components outside of the suspect lot. All of the removed parts will also be collected for further study. Takata's faulty front airbag inflators have resulted in a serious scandal for the supplier. Initial figures indicated 34 million US vehicles are need of repair, though more recent figures have knocked that down to 23.4 million bad parts in 19.2 million automobiles. GM was already among the dozen automakers with models to fix, and some of its pickups were affected, along with the Saab 9-2X and Pontiac Vibe. GM Statement: General Motors is recalling 395 cars and crossovers in the U.S. because one of the front seat side air bags inflators may be defective. In the event of a deployment, the air bag's inflator may rupture and the air bag may not properly inflate. The rupture could cause metal fragments to strike the vehicle occupants, potentially resulting in serious injury or death. GM is unaware of any incidents involving vehicles with these components, which were part of a lot in which one inflator failed acceptance testing at the supplier. Dealers will replace the side air bag module or modules in affected vehicles. Including Canada, Mexico and exports, the total population of the recall is 414, GM estimates 1 percent of the recalled vehicles may have the defect.

EcoCar3 will convert Camaro to bitchin' eco rides

In the 47-year-history of the Chevrolet Camaro, there have been countless college-age kids spending a ton of time getting under the hood and souping 'em up. Now, General Motors is adding a twist to the concept by donating 16 Camaros for the EcoCar challenge that puts university teams together to wring out better fuel-efficiency out of various vehicles. No word on whether there will be donuts on anyone's lawn, as suggested by 80's punks the Dead Milkmen, but the idea's never a bad one. EcoCar3 will feature 16 teams such as Arizona State, Penn State, Ontario's University of Waterloo and, of course, Detroit's Wayne State University. They'll spend the next four years "[reducing] environmental impact, while maintaining the muscle and performance expected from this iconic American car," as the EcoCar organizers say. The goal is to maintain body design and safety standards while boosting efficiency and lowering emissions, but the actual process is far more complicated than that description suggests. The California Air Resources Board (CARB) and Bosch are among the sponsors of the contest, which is also put on by the US Department of Energy and managed by Argonne National Laboratory. Penn State won Year Two of the three-year EcoCar 2 competition with its E85 plug-in hybrid electric vehicle converted out of a Chevy Malibu. The grand-prize winner of EcoCar2 will be announced in June. Check out the EcoCar3 website and see the announcement video below for more details. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.