General Motors has changed the look of the new Chevrolet Impala, which will be shipping to dealerships soon. Chevrolet is the company’s biggest selling brand and the company hopes that the new overhaul will increase the interest of the public. The new design has little resemblance to the current model.
The company is setting out to reverse the sales numbers for the Impala. About 70% of the Impala’s sales are in the rental and fleet categories, which means profits are lower for the sale of those vehicles. The company is making it their goal to have only 30% of its total sales fall into the fleet or rental sales category with its new 2014 redesign.
GM plans on changing consumer perception about its brand with five models that are currently sold worldwide. It is hoped that the five versions of the vehicle will gain a larger share of the market among competitors like Ford’s Taurus, Toyota’s Avalon and Hyundai’s Azera. Prices for the 2014 Impala will begin at $27,535 and will top out at $36,580 for the most well-equipped model.
The company’s marketing strategy must improve for the Impala to have a chance in today’s market. Tim Mahoney, recruited from Volkswagen of America, is to lead Chevrolet as its chief marketing officer. The previous holder of the post, Joel Ewanick, was let go in July by GM chairman Dan Akerson for failing to meet expectations. Mr. Mahoney is tasked with transforming the Chevrolet brand, whose sales base is 45% in the U.S., into a competitive force.
GM is also simplifying its message to consumers with a clear and compelling message. The Commonwealth and Chevrolet launched the latest slogan for Chevy during the Grammy Awards. The “Find New Roads” campaign is an attempt to overwrite the slogan Mr. Ewanick chose, “Chevy Runs Deep.” The company has also been known for campaigns like “The Heartbeat of America” and “Like a Rock,” and is trying to regain the momentum from the brand’s legacy. However, according to the Detroit Free Press, the Commonwealth venture has already been grounded. The company reportedly will start fresh with McCann Erickson, which means, Silverstein, Goodby & Partners are stepping aside as well.
