Chevrolet eyes top five spot as new campaign breaks

General Motors Overseas Distribution Corporation marketing and product manager, Andrew Liew, said the campaign - created by Leo Burnett - emphasised the American values of freedom, individuality and courage to be different.

Since re-entering Singapore last September, Chevrolet has embarked upon 'association' marketing, sponsoring both the popular American Idol and Singapore Idol, in addition to advertising.

The new campaign will be the brand's first coordinated and full-scale multimedia endeavour.

In addition, Chevrolet has appointed local celebrity Gurmit Singh as its 'ambassador'.

"We feel that Gurmit's character - his openness, uniqueness and his ability to cut across all society classes - is in line with our brand values. It is important that we put a local face to the brand, and Gurmit also happens to be host of Singapore Idol," Liew said.

Chevrolet has launched four models in Singapore. The Lion City, Brunei and Malaysia (where it launched at about the same time last year) were the last remaining Asian markets for the brand to crack.

The marque's Singapore ambitions come at a time when preliminary figures from the Motor Traders Association (MTA) indicate at least a 25 per cent rise in car sales in the first half of the year from 34,540 cars for the same time last year.

MTA members account for 90 per cent of the market.

MTA sales figures also indicate that the brand is now in the 10th position with Singapore car owners, after Toyota, Hyundai, Nissan, Honda, Mitsubishi, Mazda, Mercedes-Benz, BMW and Kia.

Liew said: "In such a short time, we have made the top 10. Our goal is to make Chevrolet a mainstream brand - fourth or fifth on the list soon."