Chevrolet knows it has not been competitive in the compact car segment in far too long, and now that it is launching a new car that is finally competitive, it needs to grab the consumer's attention. Awareness is a huge issue that is sometimes hard to overcome, that goes along with perception. Both will be hurdles with the launch of the new Cruze.
Getting butts in seats will be Chevrolet's new new goal. To reach that goal Chevrolet has a new advertising campaign called Car Hunters that is launching today on HGTV's website. The videos feature car shoppers testing different compact cars as they work to figure out which car best fits their needs
"Cruze is an all-new model, and an all-new name, entering an incredibly competitive segment," said Chris Perry, vice president, Chevrolet marketing. "To help make the Cruze a success, we are aggressively pursuing opportunities like 'Car Hunters,' where compact-car shoppers can compare the Cruze directly to the competition. When they do, we believe most customers will decide that Cruze is the best car for their money."
During the evaluation 16 of the 24 participants choose the new Chevrolet Cruze over the comparible Honda Civic or Toyota Corolla. The price range for the vehicles featured in the test was $22,000 to $24,000 and each vehicle was purchased from a local dealership.
GfK conducted the Car Hunter Challenge with no direct involvment from Chevrolet. This ensured unbiased results. "Each vehicle was represented equitably," said Alan Czarnomski, GfK executive vice president, "enabling participants to make unbiased decisions about which vehicle best fit their needs."
One participant, a BMW M5 owner named Patrick, was looking for a daily driver that he could use year round that would be reliable, good looking and get good gas mileage. In the video below he goes into why he chose the Chevrolet Cruze.