GM replaces Chevy slogan to boost business overseas

General Motors

DETROIT Chevrolet is adopting a new slogan designed to appeal to drivers beyond the U.S.

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The General Motors (GM) brand is dropping "Chevy Runs Deep" and replacing it with "Find New Roads."

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The company says the new slogan is better geared toward overseas customers, pointing to its significant overseas expansion over the past several years.

"Find New Roads embraces the spirit of ingenuity that has been in Chevrolet's DNA since the beginning and it will continue to guide every aspect of our business moving forward," said Mary Barra, senior vice president of General Motors Global Product Development. "We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision."

Chevy says "Find New Roads" will be used in the brand's global advertising starting in the U.S. this quarter.

GM unveiled the "Chevy Runs Deep" advertising campaign in the fall of 2010. The ads drew on the brand's 100-year history and were narrated by movie and TV star Tim Allen, but failed to resonate with consumers.