As of 2010 Chevrolet had operations in over 140 countries, and global sales in 2011 set a record with 4.76 million vehicles sold worldwide.
Mexico has a mix of Chevrolet models from different GM brands and platforms branded as Chevrolet. The models come from Chevrolet USA, GM Korea, Mexico and other origins.
Examples of Opel-sourced vehicles are Vectra, Astra, Corsa, Meriva, Zafira and Captiva (Opel Antara). Mexico also has some cars of its own, such as the Chevy C2, which is a reworked older-generation Corsa B. Vehicles based on US platforms are the Avalanche, the Suburban, the Equinox, the Tahoe, the Cheyenne (which is similar to the Silverado), the Aveo, the HHR, the Traverse, the Malibu, the Camaro and the Corvette. The Chevrolet Optra, assembled in South Korea by GM Korea, was also sold in Mexico. The second-generation Epica was sold as a business-only vehicle. In the past, GM also assembled the Suburban and Avalanche in Mexico for export to other markets, chiefly the U.S. and Canada.
In 2009 China became Chevrolet's third-largest market, with sales of 332,774 vehicles, behind only the United States and Brazil (1,344,629 and 595,500 vehicles respectively). By 2010, Chevy sold just over half a million, with the Cruze being its best seller there. A total of 673,376 locally-manufactured Chevrolets were sold in China in 2018 (down from a record of 767,001 in 2014).
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In 2018, Chevrolet held just 2.90% share of the Chinese market (down from a record market share of 5.33% in 2012).
The best-selling Chevrolet models in China by 2019 were the Cavalier (~ 10 000 units per month). Malibu (~ 3500 units per month), Equinox (~ 2000 units per month), Cruze - at one time the best-selling model (~ 1500 units per month), Sail (~ 1200 units per month), new Orlando (~ 1000 units per month), Malibu XL (~ 800 units per month), Trax (~ 100 units per month), Lova RV (~ 100 units per month), representing just 9 of the staggering total of 628 (sic) models of passenger cars being produced in China by February 2019.
In August of 2026, SAIC-GM announced that they would stop selling new Chevrolet branded cars in the Chinese market due to low demand, breaking their record for nearly 21 years in the country. However, SAIC-GM has stated that while the brand will be phased out, their manufacturing plants that make the Spark EUV, Captiva (Starlight S) and other rebadged vehicles along with the upcoming "Joy" will still make and export new vehicles for global markets outside of the US.
India
Until 2003, GM India—originally a joint venture with Hindustan Motors, sold the Opel Corsa, Opel Astra and the Opel Vectra. Launched by GM's India operations, Chevrolet officially began business in India on June 6, 2003. The Corsa and Astra were built at a plant in Halol, Gujarat.
Chevrolet sold the Chevrolet Cruze, Chevrolet Spark, Chevrolet Optra, Chevrolet Aveo and Aveo U-VA, Chevrolet Tavera, Chevrolet Captiva, Chevrolet SRV, Chevrolet Beat, and Chevrolet Sail. The Chevrolet Forester, a rebadged Subaru, was imported directly from Fuji Heavy Industries in Japan until 2005. The Cruze and Tavera were built at the Halol plant. Chevrolet also was the sole engine supplier for the Formula Rolon single-seater series in India. In 2017, GM ceased the production and sale of Chevrolet cars in India, but it continues to run service centers.
Indonesia
In 1999, Opel was rebranded to Chevrolet as a coincidence of Chevy's entry to Indonesia. Chevrolet stopped selling cars and ceased production in Indonesia by the end of March 2020.
Japan
From 1995 to 2000 Toyota in an agreement with GM sold the third-generation model Chevrolet Cavalier as the Toyota Cavalier in Japan in exchange for the Geo/Chevrolet Prism in an effort to avoid additional restrictions on their exports to the US. The OHV Chevrolet Stovebolt engine was used and reverse-engineered by Toyota when they created the Toyota Type A engine when GM had a factory manufacturing GM cars in Japan at Osaka Assembly during the 1920s. In the mid-2000s, Suzuki imported and marketed the Chevrolet TrailBlazer and the Chevrolet Optra wagon in Japan. Suzuki, a GM partner, also assembled and marketed the Chevrolet MW microvan. The MW was originally a rebadged Suzuki Wagon R+ and later a rebadged Suzuki Solio. Suzuki had also marketed the Chevrolet Cruze subcompact in the past.
In the 2010s, General Motors Japan Limited distributed and marketed the Sonic, Captiva, Camaro, and Corvette in limited numbers through an agreement with Yanase Co., Ltd. dealerships. In the 2000s, General Motors Asia Pacific (Japan) had distributed and marketed the TrailBlazer also. As of 2010, Mitsui Bussan Automotive distributes and markets the Chevrolet Tahoe, Chevrolet Express, Chevrolet HHR, Silverado, and Traverse.
Previously, it had also marketed the Starcraft versions of the G-Van and Chevrolet TrailBlazer. Mitsui Bussan Automotive had been importing and distributing certain GM models since 1992, but will cease their GM import business in November 2011, as GM Japan wants to consolidate the distribution channels. The Chevrolet models that have been imported by Mitsui will no longer be sold once existing inventories are depleted. As of 2022, General Motors Japan imports and distributes the Camaro and right-hand-drive Corvette in Japan.
Kazakhstan
Kazakhstan-based Allure Group of Companies and Uzbekistan-based UzAuto Motors opened an assembly plant for the manufacture of Chevrolet-branded cars in March 2020, in the city of Kostanay. As of 2024, the vehicles are assembled from semi-knocked-down or complete-knocked-down kits. Assembly of the Chevrolet Onix from complete knock-down kits commenced at the plant in March 2024. A separate dealer in Almaty, authorized by GM, imports and sells the Tahoe and Traverse.
Kyrgyzstan
Uzbekistan-based UzAuto Motors and Kyrgyz supplier DT Technikis are opening an assembly plant near Bishkek in the summer of 2024. Components will initially be imported from Uzbekistan, with plans to build components independently in the coming years. The plant will assemble Chevrolet and Isuzu vehicles. The Chevrolet brand has been licensed from GM. The plant will assemble 10,000 cars from semi-knocked-down kits within the first twenty months, with increased production expected. The Chevrolet Cobalt compact sedan will be the first Chevrolet-branded vehicle to be assembled at the plant, with plans to expand to many other models in the coming years.
Malaysia
Chevrolet entered the Malaysian market in 2003, replacing Opel. Between 2003 and 2009, a joint-venture between GM and DRB-HICOM called Hicomobil, marketed the Chevrolet Aveo, Chevrolet Optra, Chevrolet Nabira and Chevrolet Lumina. The joint venture was ended and Naza was taking over Chevrolet's dealership as Naza Quest Sdn Bhd in 2010. The lineup of Chevrolet cars available were Chevrolet Sonic, Chevrolet Cruze, Chevrolet Malibu, Chevrolet Captiva, Chevrolet Orlando and Chevrolet Colorado.
In 2018, Naza Quest Sdn Bhd ceased to distribute new Chevrolet vehicles in Malaysia, but continues to provide warranty support and aftersales service for existing Chevrolet customers.
Middle East
In the Middle East, Chevrolet-badged cars, trucks, SUVs, and crossovers are sourced from GM Korea (in South Korea) and GM in North America. Formerly, some models were sourced from GM Holden in Australia. The Middle Eastern market has a separate division called Chevrolet Special Vehicles, which (as of December 2007) sourced the high-performance 400 bhp (300 kW) CR8 sedan from Holden Special Vehicles. The Holden Commodore was badged as the Chevrolet Lumina in the Middle East, as well as South Africa. The longer wheelbase Holden Caprice was sold as the Chevrolet Caprice in the Middle East. The Middle East fleet (particularly Saudi Arabia) includes the likes of the Groove, Captiva, Blazer, Tahoe, and Traverse in the SUV/crossover category, and the Silverado in the truck category. Previously, the Cruze, Malibu, Sonic, and Avalanche, among other models, were offered in the Middle East.
Pakistan
In Pakistan, Chevrolet introduced its cars in collaboration with a local automobile manufacturer called Nexus Automotive. The lineup from Chevrolet Pakistan included the Chevrolet Optra, Chevrolet Spark, Chevrolet Joy, Chevrolet Aveo, Chevrolet Cruze, and Chevrolet Colorado.
Philippines
Chevrolet has been in the Philippines for a long time, assembling the Chevrolet Bel-Air, Chevrolet Impala, Chevrolet Malibu and even the 1st generation Chevrolet Camaro by the Yutivo family-owned General Motors plant. Other than Chevrolets, the plant also assembled Opels, Pontiacs, Holdens, Buicks, and Vauxhalls for the Filipino market.
GM withdrew from the Philippines in 1985 and returned in 2000. During Chevrolet's absence in the market, many cars like the Chevrolet Suburban and the Chevrolet Astro have been imported new in the country via grey-market and sold to retailers.
Chevrolet's current Philippine operations are under the control of The Covenant Car Company Inc. The company was officially incorporated on July 1, 2009 and assumed business operations on October 1, 2009. There are at least 24 dealerships around the country as of 2020. Its current lineup include the Chevrolet Spark, Chevrolet Sail, Chevrolet Cruze, Chevrolet Malibu, Chevrolet Colorado, Chevrolet Trax, Chevrolet Trailblazer, Chevrolet Suburban, and the Chevrolet Tahoe.
In 2018, the Corvette was added to the roster, making it the most expensive vehicle in the lineup. It is legally imported, as the government has seized and destroyed expensive vehicles that were bought into the country illegally. In 2019, the Camaro returned to the Philippines with a 2.0-liter turbo engine at 275 hp and 398Nm to compete with the Ford Mustang ever since it was introduced in 2010.
South Korea
Many global-market Chevrolet vehicles are designed and manufactured by GM Korea of South Korea, but they had been sold under the Daewoo Motors brand in South Korea until February 2011. The Daewoo brand was fully replaced by Chevrolet in March 2011. All Daewoo products relaunched under the Chevrolet brand, with the release of the Chevrolet Camaro, Chevrolet Orlando and Chevrolet Aveo. In 2015, the Impala was added to the lineup as Chevrolet began importing the American-built sedan to South Korea for the first time. In 2018, Gunsan plant was shut down on May 31 and VIDAMCO plant in Hanoi, Vietnam was sold by Vinfast in June. Chevrolet Cruze and Chevrolet Orlando was discontinued on May 31. Also Chevrolet Captiva discontinued in July 2018. Their best-selling vehicle is Chevrolet Spark and Chevrolet Malibu.
Thailand
The American-built Chevrolet Colorado pickup is also manufactured in Rayong, Thailand. Starting in 2003, the Holden Commodore was badged as the Chevrolet Lumina in Thailand for the VY and VZ model series. Exports lasted until 2005.
General Motors is currently exploring cost-cutting options as part of its restructuring plan. One of these options involves expanding the Rayong, Thailand plant to add additional capacity to export Colorados to the US. This would allow the Shreveport, Louisiana plant to be closed (where the Colorado is also produced). This scenario is plausible only if a free-trade agreement is signed between the U.S. and Thailand, as the American tariff on imported pickup trucks from non-FTA countries is currently 25%. The United Auto Workers is the most vocal opponent to a change in the tariff structure.
In addition to the Colorado pickup trucks, General Motors began assembling Chevrolet Captiva sport utility vehicle in its Rayong plant during June 2007. The Thai-assembled Captiva is based on THETA platform under the program code C100. Also produced at the General Motors' Rayong plant are the Chevrolet Aveo (launched in September 2009 under the platform T100) and Chevrolet Cruze (launched in November 2010 under the platform GLOBAL DELTA).
Chevrolet stopped selling its vehicles throughout Thailand in 2020, and sold the Rayong plant to Great Wall. Aftermarket sales, repairs and warranties will be honored for its Thai customers through authorized shops.
Uzbekistan
UzAuto Motors (formerly GM Uzbekistan and Uz-DaewooAuto) is an automotive manufacturer owned by the Government of Uzbekistan. It is based in Asaka, Uzbekistan. It manufactures vehicles under the marques Chevrolet and Ravon, for domestic sales and export. GM Uzbekistan was partly owned (25%) by General Motors and, in 2019, it was acquired by the Government of Uzbekistan and renamed UzAuto Motors.
General Motors Uzbekistan, or GM Uzbekistan, became the new name of Uz-Daewoo Auto in March 2008 as part of a new joint venture owned by Uzavtosanoat JSC (75%) and General Motors Corporation (25%) with a factory in Asaka producing a variety of Chevrolet models. In the 2010s, the Damas (N150), Matiz (M150), Nexia (N150), Spark (M300), Epica, Malibu, and Captiva were assembled at the plant.
Australia
Even though the Australian market of today mainly consists of Australia's own automotive companies alongside European and Asian automobile brands, Australia once had its fair share of American cars as well.
Bodies for the local assembly of Chevrolets were built in Australia as early as 1918 and by 1926 the newly created General Motors (Australia) Pty Ltd had established assembly plants in five Australian states to produce Chevrolet and other GM vehicles using bodies supplied by Holden Motor Body Builders.
The merger of General Motors (Australia) Pty Ltd with the troubled Holden Motor Body Builders in 1931 saw the creation of General Motors-Holden and the ongoing production of various GM products including Chevrolet. GMH departed from traditional US body styles with the release of the Chevrolet Coupe Utility in 1934 and the Chevrolet "Sloper" Coupe in 1935. Post-war production recommenced in 1946. From 1949 Australian Chevrolets were to be locally assembled from components imported from Chevrolet in Canada although local production of the Coupe Utility body continued until 1952. 1968 was the last full year of Chevrolet assembly in Australia.
Classic Chevrolet models such as Bel Air, Biscayne, Impala etc., are still found in many states around Australia. From the early 1970s to the early 1980s the Chevrolet name was also used on various light commercials in Australia. These ranged from the LUV (a rebadged Isuzu KB) to the third-generation C-series trucks. From 1998 to 2001 the Chevrolet Suburban was sold in Australia as the Holden Suburban, which is expected to return under the Chevrolet badge with the twelfth generation models.
Chevrolet and Holden share a number of models and model names including Malibu, Caprice, Colorado, Volt, Spark/Barina Spark, Sonic/Barina, Cruze, Equinox, and VF Commodore/Chevrolet SS. The Holden Commodore (VF) was exported from Australia to the United States as the Chevrolet SS until Holden ended production in May 2017 during its transition to a distribution platform of vehicles that are sourced from GM's American and international plants that is expected to badge as Holden vehicles.
In 2018, the Chevrolet brand returned to Australia and New Zealand with the launch of the Camaro 2SS Coupe and the Silverado 2500HD/3500HD. These vehicles retained the Chevrolet badge and nameplate, and converted to RHD in Australia. In addition to the relaunch, Holden Special Vehicles added the Camaro and Silverado to their performance lineup.
With the Holden brand retired in 2021, GM continues to export Chevrolet models to the region under the "General Motors Specialty Vehicles" network, in order to expand more American models in that region. The imported Silverado pickup trucks are re-manufactured as right-hand-drive vehicles in Australia before distribution. Chevrolet is also looking at making the Camaro part of the V8 Supercar Series in 2023, where it would succeed the Holden ZB Commodore after its contracts with both Holden and the teams involved with the series expire in 2022.
In Australia and New Zealand Chevrolets are often called Chevs as well as Chevys.
South Africa
In South Africa, Chevrolet was GM's main brand name until 1982, with a number of Vauxhall Motors and Holden derivatives being built under the Chevy name from 1965. In the 1970s, the advertising jingle "braaivleis, rugby, sunny skies and Chevrolet" (adapted from the US "Baseball, Hot Dogs, Apple Pies and Chevrolet") came to epitomise the ideal lifestyle of white male South Africans. Holden in Australia used the jingle "Football, Meat Pies, Kangaroos and Holden cars". Originally, Chevrolets were CKD kits of US models assembled in their plant in Port Elizabeth. However, since South Africa was right-hand drive and the US was left-hand drive, along with encouragement by the South African government to use local content, Chevrolets such as the Biscayne were eventually made entirely in South Africa, along with GM's "own car for South Africa": the Ranger.
By the 1970s, larger South African Chevrolets were based on Australian General Motors-Holden's models, the Kommando being based on the Holden Kingswood and the Constantia on the Statesman, while the smaller Firenza was based on the Vauxhall Viva. The Chevrolet Nomad sold in South Africa was entirely different from the Nomad sold in the US; whereas the American Nomad was originally conceived as a station wagon version of the Corvette and eventually became the station wagon version of the Bel Air, the South African Nomad was an SUV of truck proportions before SUVs were popular. Due to local content laws the cars usually received different engines than in their home markets.
However, these were replaced by Opel models like the Rekord, Commodore, and Senator, and in 1982 the Chevrolet brand name was dropped in favour of Opel. Because of the political climate at the time, GM decided to divest from South Africa in 1986, and a local group eventually bought out GM's South African operations (including the Port Elizabeth plant) and renamed the company Delta Motor Corporation, which concentrated on Opels, Isuzus, and Suzukis, built under licence.
However, thanks to an improved political climate in the 1990s, GM decided to reenter South Africa, eventually buying out the whole of Delta. In 2001, the Chevrolet name made a comeback, used on the Lumina, a rebadged Holden Commodore, and later on, on the Daewoo range of cars. Current Chevrolets (2013) include the Spark Lite (a rebadged Daewoo Matiz), Spark (a third-generation Matiz based on the 2007 Chevrolet Beat), Aveo Sedan and Hatch, the Sonic Sedan and Hatch (the second generation Aveo), Cruze Sedan and Hatch (underpinned by the front-wheel drive GM Delta II platform), the Lumina Sedan (including the Ute model), the Chevrolet Orlando (a five-door, seven-seat compact MPV manufactured by GM Korea under the Chevrolet division for worldwide markets), the Chevrolet Captiva a mid-size sport utility vehicle (SUV) developed by GM Daewoo (now GM Korea) the South Korean subsidiary of General Motors (GM) and sold under the Chevrolet brand, the Chevrolet TrailBlazer (a mid-size sport utility vehicle produced by the Chevrolet division of American automaker General Motors and based on a pickup truck chassis in this case the 2012 Chevrolet Colorado), and a pick-up version which was previously based on the Opel Corsa known as the Corsa Ute; but the current model which in collaboration with GM Brazil who developed it, is the Chevrolet Utility which is based on the Chevrolet Agila platform (a vehicle developed in Brazil and built in Argentina).
Marketing
Advertising
Earlier marketing efforts touted efficiency combined with savings – ("enormous buying power", 1914; "Quality at low cost", 1923, "A Six for the Price of a Four", 1929), interspersed with what could be described as "loftier" messages (positioning the automobile –and Chevy by extension—as "Man's conquest of time", 1923). Of the marketing campaigns from more recent decades, "See the U.S.A. in Your Chevrolet" (used in the 1950s and 1960s) was one of the longest lasting. In 1949, Chevy sponsored "Inside USA" on CBS; while this was a short-lived show, the tune created for it got new life in 1951, when Chevy began sponsoring the Dinah Shore show and Shore sang it at the close of every show.
A selection of Chevrolet's more recent marketing campaigns includes the following:
100-Hour Endurance and Economy Run (early 1920's)
See the U.S.A. in Your Chevrolet (1950s–1960s)
Putting you first keeps us first (1960s)
It's Exciting! (mid-1960s)
Building a better way to see the U.S.A. (early 1970s)
Baseball, Hotdogs, Apple Pie & Chevrolet (1975; 2006)
Now that's more like it (late 1970s)
Chevy makes good things happen (1982)
USA-1 Taking Charge (1983)
Today's Chevrolet—Live It (1985)
The Heartbeat of America (1987–1994)
Rock, Flag and Eagle (1985–1987)
From the country that invented Rock and roll (1993-1997; Chevrolet Camaro)
Genuine Chevrolet (1994–1999)
Tried, Tested, and True (1996–2004 in Canada)
We'll Be There (1999–2004 in United States)
Like a Rock (1991–2004; Chevrolet Trucks) Featuring the Bob Seger song of the same name
An American Revolution (2004–2009)
For All Life's Roads (2004–2006; Canada)
Our Country, Our Truck (2006–2007; Chevrolet Trucks)
America's Best Trucks (2007–present; Chevrolet Trucks)
Let's Go (2007–2009; Canada)
May the Best Car Win (2009–2010; United States and Canada)
Excellence for Everyone (2010–present)
Chevy Runs Deep (2010–2013; United States): A series of TV commercials were produced with Goodby, Silverstein and Partners, and was unveiled during the week of 2010 MLB World Series. Early commercials include 'Chevrolet: Anthem', 'Chevrolet: Dogs and Pickups', 'First Car', 'Chevrolet: Coming Home', 'Chevrolet Volt: Anthem', which positioned Chevy as a brand that is part of the American fabric in song, culture and in most of our pasts in one way or another.
Chevrolet is the Car (2011–2012; South Korea, Japan)
Driving Our World Forward/I'm proud (2011-; Canada): Chevrolet Sonic and Chevrolet Orlando ads were produced by Toronto-based production company Holiday Films. In Quebec, the brand introduced a new tag line: 'I'm proud'. The campaign included commercials in Mandarin, Cantonese, Tamil, Punjabi and Hindi languages. French version of the Antham ad also uses alternate slogan 'Chevrolet, et fier de l'être.' The fully integrated campaign includes TV, print and outdoor elements as well as extensive social media. The General Motors brand also held live events, including a concert in Toronto, presentations by parenting expert Nanny Robina and 'mompreneur' Erica Ehm, and a live yoga session. Mike Speranzini, director of advertising and communications for General Motors Canada, claimed that by leveraging the fact that Chevrolet is a global brand, consumers are seeing it in a more favourable light. Slogan in other languages include: 'Driving me (and) your world' (驅動你我的世界) (Mandarin Chinese, Cantonese Chinese)
Love. Life. Chevrolet (2012–present; South Korea, Japan) As part of the Cruze campaign (in association with MacLaren McCann, Canada), outdoor vinyl materials, recycled seatbelts and bicycle inner tubes were made into messenger bags, laptop sleeves, and oversize totes.
Live Better. (2012–present; United States)
What do you #playfor (2012–present; Global Campaign): Chevrolet sponsors Manchester United replacing Aon as the shirt sponsor. The campaign slogan, "What do you #playfor?" attempts to engage users on social media. Chevrolet also launched multiple sites across the globe under the main Chevrolet Football Club website.
Find New Roads (2013–; United States, Canada, Latin America): The slogan replaced the previous Chevy Runs Deep tag line, after Chevy Runs Deep campaign had been criticized as ineffectual. External applications of 'Find New Roads' was set to begin globally later in the first quarter of 2013. The first Find New Roads commercial, a 90-second commercial titled 'Dog & Doe' (produced by Commonwealth) featuring Chevrolet Volt, Spark, Sonic, Impala, Corvette Stingray, was premiered during 2013 Grammy Awards. The campaign was expected to cover 13 product launches for 2013 in the U.S. and 20 introductions throughout the world. In 2018, South Korea added a new slogan called "Find New Roads"+"다시 힘차게 달리다". Now they use "Find New Roads" again.
Strong (2013-2019, Silverado Trucks): Using the Will Hoge song of the same name. Started with the launch of the 2014 Silverado in the summer of 2013.
Controversy over reliability claims
Chevrolet's advertisement promoting reliability has been pulled after recent backlash.
In the advertisement (which is part of their "Real People. Not Actors" campaign), Chevrolet spokesperson Potsch Boyd claims that "based on a recent nationwide survey (by Ipsos), Chevy is more reliable than Toyota, Honda, and Ford." However, Chevrolet included a disclaimer stating that the survey was based on 2015 model year vehicles; several of these vehicles have been updated (facelifted and/or redesigned) since then. According to the Detroit Free Press and Detroit News, Ford, Honda and Toyota all challenged the accuracy of the claim. Furthermore, these claims were challenged by Consumer World, which noted that independent studies by J. D. Power and Consumer Reports contradicted them.
Marketing agency
FutureBrand, an Interpublic Group of Companies company, has been working with General Motors since 2000, who also involved the commissioning of a font that was later sold as Klavika Condensed, as part of re-design of Chevrolet in 2006.
In 2010, General Motors replaced the advertising agency Campbell Ewald, also of Interpublic Group of Companies, with Publicis Worldwide. Campbell-Ewald had served Chevrolet since 1919. In May 2010 Chevrolet's advertising account was awarded to Goodby, Silverstein and Partners.
As part of the attempt to attract 18- to 24-year-old drivers, General Motors hired MTV Scratch. Some of the collaboration results include Chevy ads showing their cars skydiving, bungee jumping, doing other stunts. The commercial was produced with consultations from students from UCLA, Pepperdyne and high schools. Some of the footage was later used in Chevrolet Sonic ad titled 'Stunt Anthem' during Super Bowl XLVI.
In March 2012, two competing agencies, San Francisco-based Goodby, Silverstein and Partners (part of Omnicom Group), and New York-based McCann Erickson Worldwide (part of Interpublic Group), joined to form an equal joint venture company called Commonwealth to handle most of Chevrolet's ads. Prior to the joint venture, Goodby, Silverstein and Partners performed marketing in the US, including the "Chevy Runs Deep" campaign; McCann handled Chevrolet ads in China, Latin America, Mexico, Canada and other markets. Commonwealth handled and supervised creative work worldwide out of Detroit for all markets except China, India and Uzbekistan, where GM has joint auto-making ventures. McCann continued to handle ads in China and India, and Uzbekistan will be contracted as needed. MacLaren McCann continued on as AOR for the entire GM brand in Canada, but the Chevrolet brand will act as a "spoke" to Detroit's creative hub, with content and messaging flowing through Commonwealth, but adapted for the Canadian market.
Performance Marketing Group Incorporated manages Chevrolet Racing's experiential marketing properties for its at-track activation platforms in conjunction with the NASCAR Sprint Cup Series, the IZOD IndyCar Series, and the American Le Mans Series with Team Corvette.
Chevrolet-only naming attempt
In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and General Motors marketing division vice president Jim Campbell was sent to Chevrolet employees at its Detroit headquarters, instructing employees to only use Chevrolet when addressing the brand, in order to present a consistent brand message. A postscript to the memo says a sort of cuss jar - a plastic "Chevy" can - has been placed in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet", the note said, the employee is expected to put a quarter in the can. The proceeds were to be spent on "a team building activity". Paul Worthington, head of strategy for Wolff Olins, said that the branding effort ran counter to a trend in which corporate names had become more casual.
Ian Beavis of Nielsen Automotive Group said that marketers cannot control what consumers call their products, but nicknames do not work in new markets where Chevrolet is trying to get a start. Following the release of the memo, General Motors published a statement claiming the note was in no way discouraging customers or fans from using the Chevy name. Following the 2010 memo incident, Chevy Runs Deep campaign remains to use the 'Chevy' name, while Driving Our World Forward and Find New Roads campaigns uses the 'Chevrolet' name.
Branding by other manufacturers
In December 2019, after AvtoVAZ acquired General Motors' stake in their former GM-AvtoVAZ joint venture and as part of the deal, AvtoVAZ kept using the Chevrolet branding for the Niva models. The Chevrolet branding by AvtoVAZ continued until August 2020, when it was replaced with Lada.
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