Chevrolet is launching a regional integrated communications campaign highlighting the benefits of Chevrolet ownership over competitors using two fictional Japanese characters, Hiroshi and Osamu. The campaign demonstrates the four key areas in which Chevrolet excels: low cost of ownership, peace of mind, safety and quality, reliability and durability (QRD). The idea for the whole campaign was inspired by real life events. Chevrolet discovered that competitors had actually sent people to study Chevrolet's strengths, and to understand what was driving Chevrolet's sales growth in the region. “We're sure Hiroshi and Osamu will help people realize that Chevrolet vehicles are less expensive to own, safer, reliable and come with other guarantees that ultimately provide peace of mind,” said Hossein Hassani, chevrolet divisional marketing manager in the Middle East. In the advertising campaign, Hiroshi and Osamu's assignment begins when their boss, Kenshin, summons the loyal employees to his office in the company's Japan headquarters. They are promptly sent to the Middle East to investigate why Chevrolet vehicles are so popular, and why Chevrolet is succeeding in drawing customers away from the Japanese automaker. The results of their investigation are on the website www.hiroshiandosamu.com. In comparisons with competitors, Chevrolet vehicles have been shown to cost less to own because of a combination of an affordable purchase price, more features that come standard and inexpensive upgrades, maintenance and parts. In a comparison of value over time, Chevrolet vehicles maintained their value to within 3 percent of their competitors. For example, a Chevrolet Aveo maintained 80 percent of its value after its first year. But with a lower purchase price to begin with, a Chevrolet provides more value for money. Chevrolet vehicles were also shown to have a lower overall cost of maintenance, servicing and everyday running costs. Nine current Chevrolet models have a fuel efficiency of only eight liters per 100 kilometers. Parts also cost 50 percent less than the competition and can be made available in as little as 24 hours for servicing by professional, certified technicians. Although Chevrolet vehicles cost less to own, they actually have more integrated safety features engineered into their design. Thirteen Chevrolet models have achieved a 5-star safety/crash test rating, the industry's highest rating. StabiliTrak, a safety feature that helps control vehicle stability, is standard on most Chevrolet vehicles. Also standard is Lower Anchors and Tethers (LATCH) - the safest and quickest method of installing child seats. Chevrolet vehicles are even safer for pedestrians with the Pedestrian Protection Design (PedPro), a design that reduces the chance of a pedestrian hitting the engine block in case of an accident. To ensure quality, reliability and durability, each Chevrolet model is tested for tens of thousands of kilometres in the harshest and hottest desert conditions before it is launched in the Middle East. Chevrolet vehicles provide peace of mind with regional warranty coverage that covers the entire Middle East and 24/7 roadside assistance at no extra cost.
