Chevy True Stories – My Dad’s Car

Chevy released this video at the beginning of November about two sons and their five year search for their father’s 1960′s Impala SS. He’d sold it in the 1980′s when times were tough for the family.  The brothers tracked down not only an identical Impala SS, but their father’s original one, truly a remarkable feat.

Kudos to Chevy on telling a great story, but more importantly in recognizing where their value is. General Motors and thus Chevy are in an interesting place currently, but their brand still resonates with people. Particularly from a nostalgia standpoint when American cars were king. To the people in this video, the Impala isn’t just a car, it’s an icon of their past, of achievement, of simpler times, and people they love. I think males even more so connect emotionally with car brands. The fact is brands aren’t always what we as marketers want them to be, they’re how people emotionally respond to them. Chevy appears to understand that, time will tell if they can rebuild on it. Do you think they can instill that connection in a new generation? I’m not sure people still feel that connection to modern cars.

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