Manoli Katakis 
Yesterday we shared with you how Chevrolet is evolving its marketing efforts away from “Real People Not Actors” and into something more emotive. And today we’d like to share more with you on Chevrolet’s marketing efforts and how it pertains specifically to its performance cars. While there are new vehicles being pushed out of the pipeline, the Chevrolet Camaro isn’t being forgotten, and MC&T was able to get further details on what the world can expect next when it comes to marketing the iconic American muscle car.
“Camaro is still a really important vehicle for Chevrolet. With Chevrolet being a full-line manufacturer we have to prioritize,” said Todd Brown, manager of advertising and marketing for Chevy cars, in an interview with MC&T. “But, yes, we’re looking at some Academy-type videos and content as well for the next year as well for Camaro.”
The “Academy” videos Brown is referring to are what we currently see with the C8 Corvette Stingray and Chevrolet Bolt EV. Below is an example of a Corvette Academy video:
“If you think Bolt EV Academy videos, Corvette Academy videos… we’re rolling out this type of media experience for customers in light of the situation we’re in now,” said Chevrolet Communications Manager for Passenger Cars Kevin Kelly. “Customers can find more details about the vehicles, how the features work, through our virtual experience pixel-to-pixel, instead of going to an auto show. We’ve started with Corvette, we’ve done stuff with Bolt EV, we’ve done stuff with Trailblazer, we’ve done stuff for Suburban and Tahoe. All of these videos are going to start rolling out at Chevy.com.”
One cool element regarding these Academy videos is that Chevrolet is going to tell the story of its vehicles, as well as their various features and advantages, with the people who know them best: the ones that brought the vehicles to market.
“I think one thing you’ll see on the Corvette Academy videos and the new series of videos across Chevrolet is that they’re not done by models,” said Kelly. “They’re done by Tadge Juchter and Harlan Charles (for C8 Corvette). On the Chevrolet Sububran and Tahoe you have the chief engineer for those products as well. We’re actually using our subject matter experts to tell the story.”
This comes at a time when Chevy’s subject matter experts are otherwise unable to tell the story of their vehicles in person. With experiential events like CamaroFest, the NCM Bash, SEMA 2020 and PRI all being canceled from happening live and in-person, it’s never been more important for brands to leverage every digital tool in their garage to stimulate engagement.
“At Chevy we’re definitely evolving to do more virtual events as well… a lot more presence in digital and addressable media,” said Brown. “We’re looking at ways to expand – for lack of a better term – a virtual auto show experience… meaning that customers will have more one-on-one experience, more like a digital showroom, where you can get the car explained on a more personal level. It would be a smaller audience than for example, being served in an ad. A lot more product centric features.”
We saw this happen fairly successfully with a digital-format NCM Bash. Corvette figureheads like Harlan Charles and Tadge Juechter were still able to make presentations, answer questions, and elaborate on certain subjects just as they would in person, albeit virtually.
While the C8 Corvette has been getting deserved attention from both Chevrolet and customers alike, turning things into positive sales year over year, it remains to be seen if this approach will help improve sales of Chevrolet Camaro. Enthusiasts in various circles believe that a lack of promotional efforts have something to do with current sales of the muscle car, but the marketing department doesn’t think so.
“I don’t think (lack of marketing affecting Chevrolet Camaro sales) is an accurate statement,” said Brown.
The 2021 Chevrolet Camaro builds off of a few notable upgrades from the 2020 model year, which revised the front fascia on the SS model, and introduced the LT1 model, which is now the most affordable V8 muscle car on the market. The 2021 upgrades include the ability to now configure the Camaro SS 1LE with a 10-speed automatic transmission. There’s also four new accent packages: the Wild Cherry Design Package, the Black Accent Package, the Red Accent Package, and Satin Black Front Splitter/Side Rockers Package. Pricing for each trim level of the 2021 Camaro is unchanged from 2020.
Below is a breakdown of the 2021 Chevrolet Camaro pricing, not including the $995 destination fee:
Coupe 1LS 1LS: $25,000
Coupe 1LT 1LT: $25,500
Convertible 1LT 1LT: $31,500
Coupe 2LT 2LT: $27,500
Convertible 2LT 2LT: $33,500
Coupe 3LT 3LT: $31,500
Convertible 3LT 3LT: $37,500
Coupe LT1 1LZ: $34,000
Convertible LT1 1LZ: $40,000
Coupe 1SS 1SS: $37,500
Convertible 1SS 1SS: $43,500
Coupe 2SS 2SS: $42,500
Convertible 2SS 2SS: $48,500
Coupe ZL1 1SE: $63,000
Convertible ZL1 1SE: $69,000
They’re kidding, right?? That’s a marketing commercial? That’s the video you get in the glovebox when you buy the car – you know, the one you never watch and throw away 5 years later after you moved it around a couple dozen times. What a joke.
Chevy still thinks their name sells itself and they don’t need to advertise.
They need to strike up a passion in people to want to sit in the car. Get people IN THE CAR and they’ll buy it. But without passion no one will even take time to sit in one. It’s just another shiny thing on the road. Dime a dozen. But make people see themselves in it. Feel themselves in it. The bow tie doesn’t do that by itself…..
I made a comment in earlier post, That the Camaro need to move in another direction , It can still offer a 2door coup ,But when it comes to the RS model ,make it a 4 door sadden and stop competing so mush with the Mustang ,It need to go up a little and compete with BMW330I ! Give it a style of the Sporty 2020 Porsche Taycan 4 door coup !!
What makes you think that will work?
I do not see a problems , With Camaro that others see ,So in order for it to continue building the Camaro ,It needs to compete in a different category , Not just a Muscle car for the young people, but for people 45 and older ,We like Hot sporty saddens too, Follow some the change that are taking place with EV / V8 or Twin Turbo V6 ! I have been kipping up with the Camaro cense it first cam out , As a 73 Yr old man I hope it stick around for the future
What about if GM offers those kinds of vehicles, but the Camaro name maintains its pedigree as a muscle car?
Manoli Katakis, That would be great ! I was looking trough my May 2020 Motor Trend mag. and I caught the test of the Cadillac CT5-V and IT described exactly what I was saying the Camaro needed to be . So as fare as that idea goes , It will not happen .