September 13, 2010
Chevrolet Cruze caps U.S. launch week at MTV Video Music Awards
Cruze stars in new version of hit N.E.R.D. video with Pharrell Williams
A week-long coming out party for the all-new 2011 Chevrolet Cruze compact car U.S. launch peaked on Sunday night, September 12, at the 2010 MTV Video Music Awards (VMAs) at the Nokia Theater in Los Angeles.
Marketing for the Cruze started last week with movie and TV actor Tim Allen debuting as the new voice of Chevrolet in the first TV commercials for the car. The much-anticipated vehicle's launch week culminated with Chevrolet's return to the annual MTV Video Music Awards telecast last night.
"We're confident that Chevrolet now has a compact car that will appeal to younger buyers, especially women," said Mary Kubitskey, Chevrolet U.S. advertising manager. "The Cruze has already launched in more than 60 countries, so the fact that we can reach the VMA's young and international audience in a compelling way makes this a perfect venue to tell the Cruze story."
Chevrolet and MTV developed a product integration opportunity for the Cruze that entertained the VMA audience and showcased the all-new Cruze and the Chevrolet brand.
Chevrolet partnered with the musical group N.E.R.D., lead singer Pharrell Williams, and the singer Ciara to produce a live-to-tape performance from the Paramount Studios lot in Hollywood of N.E.R.D.'s hit video, "Hot-n-Fun." For this customized version of N.E.R.D.'s "Hot-n-Fun" video, the stage was set as a 1950s vintage drive-in and featured old and new Chevrolet cars and trucks, reflecting Chevrolet's rich automotive and musical heritage.
"The Chevrolet brand has a deep connection with American popular culture, especially music," said Dan Lovinger, MTV senior vice president of Sales and Integrated Marketing. "We're excited to have the Cruze and other Chevrolet vehicles past and present take the stage, reaching millions of VMA viewers through this innovative integration into the biggest night in music."
Chevrolet is General Motors' largest global brand with annual sales of about 3.5 million vehicles in more than 130 countries. It is the fourth biggest global car brand in terms of sales and also one of the fastest growing brands in the world. Chevrolet Europe delivers attractive, distinctive design, practical, economical cars and outstanding value for money. After re-launching the brand in Europe in 2005, Chevrolet more than doubled its sales to over 500,000 in 2008. In 2009, Chevrolet held its market share in Europe at 2.3 percent, selling 426,000 cars. Chevrolet has a network of 2,900 dealers and service points in Europe. The Chevrolet line-up includes the all-new Spark city car, the small Aveo, compact Cruze sedan, Captiva SUV, mid-size Epica and the legendary Corvette sports car. In 2011, Chevrolet will launch the Orlando, an all-new family van, the Camaro coupe and convertible, the new Aveo and the Cruze hatchback as well as re-launching the Captiva SUV with four new engines. Chevrolet's biggest markets in Europe are Russia, Italy, Germany, France, Spain and the U.K. Established in the U.S. by Swiss émigré Louis Chevrolet in 1911, the brand is preparing to celebrate its centenary with the launch of the ground-breaking Chevrolet Volt extended-range electric vehicle. More information on Chevrolet can be found at http://www.chevroleteurope.com or http://media.chevroleteurope.com.
Marc Kempe Florence Camenzind
Chevrolet Europe Chevrolet Europe
+41 44 828 2980 +41 44 828 2982
mob. + 41 79 201 5752 mob. +41 79 236 9664
Chevrolet Europe GmbH
Stelzenstrasse 4 Tel. +41 44 828 2900 media.chevroleteurope.com
CH-8152 Glattbrugg/Zürich Fax +41 44 828 2999 chevroleteurope.com