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Monthly Archives: March 2014
Chevrolet Revs Up Cute ‘Captain America: The Winter Soldier’ Campaign
Marc Graser
Senior Editor@marcgraser
General Motors has turned to Marvel’s star-spangled superhero Captain America to help promote the launch of Chevrolet’s line up of vehicles, including the newest version of its Corvette Stingray.
The first part of the multi-platform campaign built around “Captain America: The Winter Soldier,” out in theaters April 4, launched over the weekend, with kids playing the characters in the sequel, before one climbs into a Chevy Traverse SUV when his mom picks him up from school.
The spot was directed by Anthony and Joe Russo, who also helmed ”The Winter Soldier” and will return for a third “Captain America” installment planned for 2016.
After having teamed up mostly with Michael Bay and Paramount’s “Transformers” franchise in the past, and TV series like “Hawaii Five-O” and “Nashville,” Chevy wanted to pair up with Marvel because it felt the “Captain America” franchise was a natural way for it to grow the brand around the world, especially as Marvel’s films continue to captivate audiences worldwide. It also wanted a film that offered up strong action sequences for Chevrolet’s line up of cars and trucks.
In addition to the Corvette, the Chevy Tahoe SUV is also featured in the sequel.
“Core brand values such as innovation, young-at-heart, heroism, can-do-spirit and authenticity intersect very well with Captain America’s values,” said Steve Tihanyi, general director of marketing alliances and branded entertainment for General Motors.
In “The Winter Soldier,” the Corvette is mostly associated with Scarlett Johansson’s Black Widow character. Harley-Davidson has aligned with Captain America in the first film and “The Avengers.”
“The Corvette represents technology, sophistication, intelligence, performance and beauty just like the Black Widow character,” Tihanyi said. “Being able to align the two made for a great opportunity to include the Corvette in the film.”
Brands typically don’t know how their products will be featured in the final cut of a film.
But Chevy wasn’t disappointed with its presence in the “Captain America” sequel. The Corvette is prominently featured in the first 10 minutes of the movie, with Black Widow pulling up in the American muscle car, impressing Evans’ Steve Rogers.
“Our Chevy products are represented very well and are positioned in wonderful heroic roles and situations,” Tihanyi said.
Chevy developed the marketing campaign with Creative Artists Agency and ad shop Commonwealth, as well as the automaker’s global media agency Carat. Chevy already had a longstanding relationship with Marvel-parent Disney.
Tihanyi said the concept for the ad came from a visual he sent of a little boy in a super hero costume to CAA’s marketing group.
“I asked them to use it as the inspiration for a spot that focused on the imagination of children at play,” he said. The Russos ended up directing the final result, “Rich Imagination.”
“They were always our first choice,” Tihanyi said. “This gave us a true, authentic approach to the development of the spot by placing the kids directly into the role of the actors from the film in the exact same environments. The Russos provided this wonderful take on the scenes from the film with children in an imaginary world of play.”
Chevy’s campaign began rolling out over the weekend, with the spot bowing on YouTube. The tie-in to “The Winter Soldier” will be pushed across key global territories.
The carmaker’s last major movie tie-in was around DreamWorks’ NASCAR-themed “Turbo,” an animated film which wound up disappointing at the box office. Its vehicles will also be prominently featured in this summer’s “Transformers: Age of Extinction,” with the character of Bumblebee once again played by a Camaro.
GM Wins Six ‘Best Family Car’ Awards
DETROIT – General Motors’ brands took home six awards in the 2014 Best Cars for Families from U.S. News & World Report. Ranging from small cars to SUVs, GM’s award winners have the best combination of quality, safety, features and space for families:
- Chevrolet Impala: Best Large Car for Families
- Chevrolet Tahoe: Best Large SUV for Families
- Buick Enclave: Best 3-Row SUV for Families
- Buick Verano: Best Upscale Small Car for Families
- Cadillac CTS: Best Luxury Large Car for Families
- Cadillac ATS: Best Upscale Midsize Car for Families
GM received more awards than any other automaker, and it is the second year in a row GM has the best family vehicles in six different vehicle segments.
The award criteria include top marks in professional automotive reviews, safety and reliability ratings, seating and cargo volume and family-friendly features.
“At GM, everything is about providing our customers with the best overall experience in the industry,” said Alicia Boler-Davis, senior vice president GM Global Customer Experience and Product Quality. “Our cars and trucks deliver on all ingredients that create a winning formula for our customers.”
About General Motors Co.
General Motors Co. (NYSE:GM, TSX: GMM) and its partners produce vehicles in 30 countries, and the company has leadership positions in the world’s largest and fastest-growing automotive markets. GM, its subsidiaries and joint venture entities sell vehicles under the Chevrolet, Cadillac, Baojun, Buick, GMC, Holden, Jiefang, Opel, Vauxhall and Wuling brands. More information on the company and its subsidiaries, including OnStar, a global leader in vehicle safety, security and information services, can be found at http://www.gm.com.
From GM News…
Chevrolet Designs for Pothole Perseverance
DETROIT – Spring hasn’t arrived, but the potholes have. While no one plans to hit them, they are inevitable and in many cases unavoidable. More than an uncomfortable nuisance, they can damage tires, wheels and suspension components.
Chevrolet helps combat the effects of potholes by taking them head-on, testing vehicles such as Malibu and Silverado on carefully engineered roads within the General Motors Milford Proving Ground that are laced with manufactured potholes ranging from mildly annoying to chassis-rattling. The intentionally poor road conditions help engineers thwart the bumps a vehicle takes and tune suspensions to minimize discomfort to passengers.
“We have a wide variety of road surfaces that simulate real-world road conditions around the globe,” said Frank Barhorst, who supervises the Product Usage Measurements and Applications group at the Proving Ground near Detroit. “The range of test road surfaces goes from good to bad, so that we can find the most balanced condition for each vehicle we develop – and believe me, we’ve created some of the worst potholes you’ve ever seen.”
Potholes are most prevalent in the spring because the moisture in the small holes and cracks in the road during the winter alternates between freezing and thawing as temperatures change, causing expansion and contraction of the road surface. Then, the pavement breaks up under the weight of normal vehicle traffic.
One of the major reasons vehicles sustain damage when they hit a pothole is because load is not transferred properly. The engineered potholes at Milford help experts re-create load conditions that occur when a vehicle hits one on a non-controlled surface. GM has collected that data for the past 40 years, using it to design and engineer new vehicles better able to absorb pothole abuse.
The extreme durability tests extend beyond pothole-cratered pavement and includes terrain such as construction sites and off-road-driving environments for Chevy’s trucks and SUVs.
“Every Chevrolet built globally goes through this type of testing. And we design our vehicles to absorb the load when they hit a pothole,” said Barhorst. “The data we collect on our test course helps us to integrate loads between interconnecting parts, and capture and fix potential problems as we design Chevrolets.”
While no technology will help drivers avoid every pothole, Chevrolet models share traits – such as robust body structures – that reduce vibrations generated by sudden, harsh impacts. The strong body structures also enable engineers to tune the suspensions more precisely, for smoother, more controlled driving experiences that help mitigate the effects of smaller and moderate potholes.
Chassis and suspension updates inspired by the all-new 2014 Impala also contribute to the a dynamic driving experience in the 2014 Malibu, including rebound springs in the struts on 2.5L-equipped models. More refined calibration of the dampers results in a smoother overall ride and improves body roll control and weight transfer during acceleration or turning. That helps keep the wheels planted, contributing to a more precise, controlled feel – especially while cornering.
Tire and wheel design and construction also play a vital role in managing potholes. GM engineers its tire technology specifications with an eye toward fuel economy, quietness, tread wear, braking distances and the ability to withstand potholes.
“On the wheel side, we’ve developed a premium process for flow-formed rims,” said Dave Cowger, GM Tire & Wheel Systems Engineering. “On the tire side, we’ve made improvements to the body side including the cords in the tires, which make the tires stronger and allow the vehicle to withstand impact better.”
The team that engineered the new Silverado went to extremes to ensure it would exceed the demands of truck customers. GM’s new full-size trucks underwent more than 6 million miles of durability testing at Milford, over the deserts and mountains of Nevada and across the frozen flats of Kapuskasing, Ontario. That’s equivalent to 240 trips around the earth. In addition, the trucks accumulated more than 7 million real-world miles during final testing, bringing total test miles to more than 13 million.
Chevrolet Certified Service offers these tips for avoiding and managing potholes:
- Always inflate tires to the number on the tire inflation placard on the inside of the driver’s door opening
- Tire inflation should be checked cold, before driving
- Each 10-degree F change in ambient temperature changes the effective inflation pressure by 1 pound. This means during the course of a winter day going from 40 degrees F at noon to 0 degrees F at night, tire pressure can drop 4 pounds, enough to affect its ability to resist pothole damage
- Use winter-rated tires
- Watch for street hazards
- Remember that dirty headlamps and worn wipers hamper visibility
- If you hit a pothole, visibly check your wheel and tire for obvious damage and have your Chevrolet dealer check to see if the vehicle needs a re-alignment or if there is suspension damage.
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4.9 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design and high quality. More information on Chevrolet models can be found at www.chevrolet.com.
From GM News….
GM Foundation Donates More than $1.45 Million to Aid Habitat for Humanity
DETROIT – The General Motors Foundation is donating more than $1.45 million to Habitat for Humanity to fund at least 10 new-home builds and 15 neighborhood revitalization projects across the United States, as well as a special veterans’ program in partnership with up to 50 Habitat affiliates.
“An important factor in building stronger families and communities is the stability of a permanent home,” said GM Foundation President Vivian Pickard. “This constancy is particularly important for our veterans and military service members, and we are committed to helping them – and the Habitat partner families – realize home ownership and take advantage of programs designed to move their lives forward in positive ways.”
This commitment from the GM Foundation will help give U.S. military service members and veterans access to programs that will help them become homeowners or improve their current living conditions. It will help fund the development of training programs enabling affiliates to better engage and serve their local veteran community. Additionally, it will support construction and revitalization projects in the following cities:
|
Partner Affiliate |
City |
Date |
|
Habitat Bowling Green/Warren County |
Bowling Green, Ky. |
March 25 |
|
Habitat for Humanity of Mahoning County |
Lordstown, Ohio |
April 24 |
|
Heartland Habitat for Humanity |
Kansas City, Kan. |
May 21 |
|
Huntington County Habitat for Humanity |
Roanoke, Ind. |
May 22 |
|
Habitat for Humanity of Snohomish County |
Seattle, Wash. |
June 19 |
|
Habitat for Humanity of Buffalo |
Tonawanda/Lockport, N.Y. |
July 30 |
|
Habitat for Humanity of Philadelphia |
Philadelphia, Pa. |
July 31 |
|
Habitat for Humanity Detroit |
Detroit, Mich. |
Aug./Sept. |
|
Habitat for Humanity of Greater Cincinnati |
Cincinnati, Ohio |
Aug. 8-9 |
|
Habitat for Humanity of Michigan |
Flint, Pontiac and Warren, Mich. |
Sept. 8-12 |
|
Carter Work Project |
Dallas/Ft. Worth, Texas |
Oct. 6-10 |
|
Habitat for Humanity San Bernardino Area |
Fontana, Calif. |
Nov. 21 |
General Motors’ teamGM Cares volunteers, from the company’s operations across the country, will volunteer for each project.
In February, the GM Foundation announced a $400,000 pledge to Habitat for Humanity Detroit in honor of former GM Chairman and CEO Dan Akerson. It also provided a $50,000 grant to Habitat for Humanity of Michigan to fund volunteer projects in Warren, Pontiac and Flint, Mich., as well as help the Habitat State Support Organization fund its operations.
With this new commitment, the GM Foundation is providing more than $1 million through its national partnership with Habitat for Humanity International to support U.S. Habitat affiliates. This is the second consecutive year the GM Foundation has provided national funding to Habitat for home building and revitalization projects.
The Foundation also provided $500,000 to the organization in May 2013 to assist with cleanup, repairs and new-construction efforts in five Texas counties following devastating tornadoes. Combined, the GM Foundation’s total support of Habitat for Humanity is more than $3 million since 2013.
“Habitat is grateful for the continued support of the General Motors Foundation,” said Jonathan Reckford, CEO of Habitat for Humanity International. “This new funding will provide opportunities for many families — and veterans in particular — to partner with Habitat affiliates across the U.S. to build or repair their homes. The donation demonstrates a deep commitment from the General Motors Foundation to help Habitat change lives and transform communities.”
About the GM Foundation
Since its inception in 1976, the GM Foundation has donated hundreds of millions of dollars to American charities, educational organizations and to disaster relief efforts worldwide. The GM Foundation focuses on supporting Education, Health and Human Services, the Environment and Community Development initiatives, mainly in the communities where GM operates. Funding of the GM Foundation comes solely from GM. The last contribution to the GM Foundation was made in 2001. For more information, visit http://www.gm.com/gmfoundation.
About Habitat for Humanity International
Habitat for Humanity International’s vision is a world where everyone has a decent place to live. Anchored by the conviction that housing provides a critical foundation for breaking the cycle of poverty, Habitat has helped more than 4 million people construct, rehabilitate or preserve homes since 1976. Habitat also advocates to improve access to decent and affordable shelter and supports a variety of funding models that enable families with limited resources to make needed improvements on their homes as their time and resources allow. As a nonprofit Christian housing organization, Habitat works in more than 70 countries and welcomes people of all races, religions and nationalities to partner in its mission. To learn more, donate or volunteer visit habitat.org.
From GM News…
Modified Chevrolet Bowtie Makes Z/28 Even Cooler
Traditional badge modified in the name of all-out track performance.
DETROIT – In developing the 2014 Camaro Z/28, the team scrutinized every component looking for ways to improve track performance, lap after lap. Even the iconic Chevrolet bowtie faced audit.
During aerodynamics testing, Powertrain Cooling Development engineer Richard Quinn noticed that the bowtie on the Z/28’s grill was displacing air away from the radiator, which can impact engine cooling – an important aspect for all vehicles, especially track-oriented cars.
Removing the bowtie altogether did not seem to be an appropriate solution. Instead, Quinn took a cut-off wheel to the gold fill of the bowtie, leaving the silver outline intact. He installed the prototype on the grill and retested to see the results.
“There are engineers in our team that race as a hobby,” said Quinn, “and we used that racer’s mindset to look for ways small or large to get better performance out of the Z/28. Even the smallest details on the Z/28 were weighed for cooling benefit, and this is one that stuck.”
The “Flowtie,” as the engineers now affectionately refer to it, is just the chrome outline of the traditional bowtie, with the center removed. This simple solution alone was enough to allow three additional cubic meters of air into the engine per minute. Engineers found the Flowtie dropped the temperatures of engine coolant and engine oil by 2°F (1.2°C) during extended track sessions. That seemingly small improvement was enough to justify making the Flowtie standard on every new Z/28.
“The Flowtie is just one example of the team’s focus on track performance,” said Al Oppenheiser, Camaro chief engineer. “That same attention to detail is evident throughout the cooling systems for the LS7 engine, as well as the carbon ceramic brakes and the differential.”
The naturally aspirated Z/28 weighs 300 pounds less than the supercharged Camaro ZL1 and 55 pounds lighter than the Camaro 1LE – with changes ranging from lightweight wheels to thinner rear-window glass.
“The Camaro Z/28 has more than 190 unique parts, compared to a Camaro SS,” Oppenheiser said. “Like the Flowtie, each of these parts were changed with one objective: to deliver incredible performance on the track – not just for the first lap, but lap, after lap, after lap.”
The 2014 Camaro Z/28 arrives in dealerships this spring.
From GM News…
2015 Chevrolet Big SUVs Get Better Gas Mileage
Tahoe and suburban models achieve nearly 10 percent gain on highway
DETROIT – The new 2015 full-size SUVs from Chevrolet and GMC go farther on a tank of gas than outgoing models, raising highway fuel economy by nearly 10 percent.
The Chevrolet Tahoe and Suburban with the standard 5.3L engine get an EPA-estimated 16 mpg in the city and 23 mpg on the highway with two-wheel drive – a nearly 10 percent increase in highway mileage over the previous models and 7 percent greater city mileage.
About Chevrolet
Founded in 1911 in Detroit, Chevrolet is one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4.9 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.
From GM News….
Wheeler Motors Headlines 