10-21-2004: Chevrolet Debuts Spanish Language Ad During World Series

Spanish Language Ad - Salute - Airs In General Market

DETROIT - Although it's not yet known whom the Boston Red Sox will face in the 2004 World Series, a moment in history will be made - by Chevrolet. Chevy is debuting a Spanish language ad - Salute - featuring the Chevy Silverado SS during the opening game October 23rd.

Salute is part Chevrolet's biggest marketing effort ever to reach Hispanic customers. All Chevy advertising for the Hispanic market is under the theme of "Subete," an ongoing invitation for Hispanic consumers to experience Chevrolet products. The Subete campaign includes national and local advertising, collateral material and a series of promotions.

"We're sending a powerful message about the transformation taking place at Chevrolet," said Gary Cowger, president of General Motors North America. "By airing the Spanish language version of Salute in the general market, we are continuing to underscore the importance of our diverse audience by reaching them through high impact events like the World Series."

Chevrolet has aired over 40 new ads in total in 2004 alone, debuting on such prestigious events as New Year's Eve programming, the Super Bowl, and the Summer Olympics.

Salute Against the brassie fanfare, "Return of the Tres," a striking new Silverado SS parades among a dozen tricked-out Chevy lowriders. As the Silverado passes each car or truck it raises up in salute to the leader. All of the lowriders bob in unison in the closing shot as the announcer says:

Chevy Silverado, sigue la leyenda. [Chevy Silverado, the legend continues.]
Hay un movimiento en Chevy. [There's a movement at Chevy.]
Su'bete. [Join in.]

Chevrolet is in the midst of a product assault, launching 10 new vehicles in 20 months. Next up: the Chevy Cobalt, an all-new premium small car, available in dealer showrooms later this fall.

General Motors Corp. (NYSE: GM), the world's largest vehicle manufacturer, employs about 325,000 people globally. Founded in 1908, GM has been the global automotive sales leader since 1931. GM today has manufacturing operations in 32 countries and its vehicles are sold in 192 countries. In 2003, GM sold nearly 8.6 million cars and trucks, about 15 percent of the global vehicle market. GM's global headquarters are at the GM Renaissance Center in Detroit. More information on GM and its products can be found on the company's corporate website at www.gm.com.