By:
Chance Pruiett,
Jace Bullington
History
 1911 - Chevrolet is founded and the Series C Classic Six is unveiled, priced at
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$2,150.
1914 - Chevrolet's iconic "bowtie" logo is used for the first time. The Model H
launches with a durable four-cylinder engine that helps build Chevrolet’s
reputation as a dependable car. The engine would power Chevrolets through
1928.
1917 - Chevrolet becomes a division of General Motors.
1918 - Chevrolet's first trucks are introduced
1942 - Chevrolet stops building civilian vehicles and dedicates its production
facilities to manufacturing armaments for World War II.
History Continued
 1950-1960’s - The "Dinah Shore Chevy Show" launches as a one-hour TV show,
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with Shore singing "See the USA in your Chevrolet" at the close of each show.
1962 - The Beach Boys record "409" an ode to Chevrolet's powered by the 409
engine, which were burning up the quarter-mile at drag strips across the
country.
1987 - Chevrolet in fall 1986 introduced "The Heartbeat of America" as its
full-line national campaign for 1987 models.
1991 - The "Like a Rock" advertising campaign is launched for Chevrolet
trucks, with Bob Seger's song of the same name serving as its foundation.
2010 - Chevrolet introduced its new ad theme from Goodbye Silverstein in
October 2010 in Game 1 of the World Series: "Chevy Runs Deep." In addition
to TV, the campaign included digital, print, out-of -home and social media.
2011 - The Volt is launched, ushering in a new age of electrically driven
automobiles with extended range.
SWOT
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Strengths
1. Research and development in the automobile segment- Long history with a lot of income
2. Efficient HR- Over 300,000 employees globally
3. Global presence- Chevy is present in 6 continents
4. Has a huge variety of models ranging from sedans to suv’s to trucks
5. Present in professional Racing- Many Chevy cars in Nascar
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Weaknesses
1. Chevrolet was greatly affected by bankruptcies of GM
2. Tough competition from international auto brands- Honda and Toyota who offer affordable quality and
dependable vehicles
3.Less developed brand presence compared to companies like Ford, Honda etc.
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Opportunities
1. Development of hybrid, and fuel efficient cars such as the Volt
2.Building a bigger global brand by developing products with good gas mileage like Honda’s
3.Fast growing market for automotive companies
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Threats
1. Government policies- such as minimum mileage for new vehicles (trucks)
2. Fuel prices continue to rise astronomically
3. Ongoing competition with tough global automotive companies- Honda, Toyota
4. Public transportation- It’s becoming harder to afford gas, which drives people to utilize public transportation
Case Studies
 See the USA in your Chevrolet
 Heartbeat of America
 Like a Rock
 Chevy Runs Deep
 Chevy Volt