2011 Chevy Cruze: Kicking Sand in the Face of Toyota

September 7, 2010

Let’s get one thing straight: Many of us rarely stand up and are counted when it counts, least of all me. Sometimes we let the bullies get away with murder. Their reputation as kings of the hill make us not want to expend the effort to confront them. However, the 2011 Chevy Cruze has decided to stand up and be counted. And Chevy has done this in two ways:

First of all, Chevy has put out two ads that are very well made and get to the heart of the matter in seconds. They have directly confronted their arch nemesis, they who kicked GM off the throne of biggest car manufacturer in the world, the somewhat weakened and battered but still formidable Toyota. Chevy called out Toyota's Corolla, a sales king in the small car market, and said, "Hey! Corolla, I'm better than you, I have more features than you, and I am quieter and more solid than you." Such sand-kicking, such provocation, such temerity! And I think it's great to see GM with some advertising swagger.

The second thing they did was advertise quite intentionally on TV and haven't got to the Web yet. What a backwards, yet inspiring move by GM. They are doing it old school to start and going after the masses with good, old fashioned TV ads. We all know there will be a Web presence soon enough, but they are completely bucking the trend, completely doing a 180 compared to Ford who launched their Explorer and Fiesta with the web first and then got around to TV.

As for the ads themselves, they are very nicely done. Quiet, confident, easy to watch, Tim Allen's voice is a great choice, as he is smooth and seems genuine. The pacing of the ads is just right to introduce a car. It clearly displays quiet confidence in a product and its myriad features and quality all while not sweeping down a highway o race track at 100 m.p.h., rather cruising sedately. This is a big change for a company that has not done well in the compact market and tried with the Cobalt to be more macho than the car actually was (even with the torque-rich, tire-smoking supercharged engines).

I think these ads are a good sign for GM and the Cruze. It remains to be seen how the public will warm to it, but GM is going after the biggest gun, Toyota and they should be admired for that.

Cruze Ad Dear Corolla

Cruze Ad New Kid

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