What are the marketing techniques used by Chevrolet manufacturers? What is your opinion in their techniques?
Chevrolet uses the marketing technique of focusing on its awards, such as those from J.D. Power Awards and Car and Driver magazine. The commercials use "real people" to demonstrate the cars' features, such as Wifi connectivity. Chevrolet's line of trucks, such as the S-10 and the Silverado, appeal to rural and blue-collar Americans by showing the trucks being used by people working on farms and in construction. The commercials for Chevrolet trucks also focus on their longevity, using the tagline that they are the longest-lasting trucks on the road. In 1991, the company was even able to use Bob Seger's song "Like a Rock" to describe its vehicle's longevity.
While I cannot give you your opinion, I can at least share mine with you. Chevrolet's focus on its awards and car features are nothing unusual in automobile advertising. However, the "real people" that it uses in the commercials are paid actors. Chevrolet is trying to portray a clean American image--the commercial's goal is to imply that this is what typical Americans drive. I would like to see more of a focus on fuel economy. Also, I believe that if the company focuses more on its American manufacturing plants in the commercials, it would tap into the "Buy American" movement that is strong in the country right now. Of course, this marketing strategy would have to be modified for overseas marketing, as Chevrolet is a global company.