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The Boston Globe

Business

Chevrolet hopes new ad campaign will have global appeal

DETROIT — Chevrolet is dropping its ‘‘Chevy Runs Deep’’ slogan and replacing it with the new tagline ‘‘Find New Roads,’’ saying that it is better geared toward drivers outside of the United States.

The General Motors Co. brand pointed to its significant overseas expansion over the past several years.

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‘‘Find New Roads will enable the whole company to rally around a consistent theme for the brand, and at the same time serve as an external message that works in all markets,’’ said Alan Batey, GM’s marketing chief.

‘‘Find New Roads’’ will be used in the brand’s advertising starting in the United States this quarter.

GM unveiled the ‘‘Chevy Runs Deep’’ campaign in the fall of 2010. The ads drew on the brand’s 100-year history and were narrated by movie and TV star Tim Allen, but failed to resonate with customers.

Joel Ewanick, who headed GM’s global marketing when the campaign was launched, left the company in July.

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