Chevrolet today announced a bold new marketing initiative in which all of their vehicles will carry Corvette badging.
"Just as Toyota has introduced Prius as a sub-brand, we plan to do the same with Corvette," said Chevrolet spokeswoman Dinah Shore. "We've already shown our new sports car, the Chevrolet Corvette Stingray. For the 2014 model year, we will re-introduce roughly half of Chevrolet's models as Corvettes, including the subcompact Chevrolet Corvette Spark and Chevrolet Corvette Sonic, the mid-size Chevrolet Corvette Malibu, and of course our legendary pickup truck, the Chevrolet Corvette Silverado. By the 2017 model year, all Chevrolets will be branded as Chevrolet Corvettes."
Shore explained that the Chevrolet brand is recognized by nearly 54% of Americans, while 67% are familiar with the Corvette name.
"By combining the two names," Shore said, "we can achieve over 100% brand recognition, a feat that even Toyota and Honda have been unable to accomplish." -- Aaron Gold
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