Simply put, the all-new Chevrolet Sonic is a different kind of small car: It’s the only subcompact built in the U.S. and the only one to offer a turbocharged engine, and—even as it’s become one of the best-selling cars in its segment—it’s been the only one NOT to rely on television advertising. According to Chevrolet Dealerships IN, Chevy’s efforts have successfully focused on the digital space, highlighted by a string of eye-popping stunts that range from the Sonic sky dive to watching action sports-star Rob Dyrdek complete a skateboard-style kick flip in the car itself.
“The launch of the Sonic is allowing the Chevrolet brand to engage with consumers on a more personal level,” said Chris Perry, vice president, Chevrolet Marketing and Strategy. “Focusing our early efforts on the digital space gave us the freedom to attempt some of our own firsts and establish a solid presence for the new Sonic nameplate.”
According to Chevrolet New Orleans, results have included a run of year-over-year sales increases that continued in January, when the Sonic more than doubled the sales figures posted in the same month last year by Chevy’s previous subcompact.
The next move from the Sonic playbook? According to Sterling Chevrolet, Chevy will finally introduce the car to TV audiences—on the world’s biggest stage—during the telecast of Super Bowl XLVI. Spots from the “Sonic Anthem” campaign will showoff footage from past Sonic stunts, as well as outtakes from the car’s first music video, which involves a collaboration with the band OK GO.
“The Sonic is a great new addition to the Chevrolet lineup and we are encouraged by the steady increase in sales that we are seeing each month,” said Alan Batey, vice president, Chevrolet Sales and Service. “In addition to the early sales momentum of the Sonic, the rest of the Chevrolet passenger cars are building on the tremendous sales success of last year posting stronger than expected numbers in the first month of the New Year.”
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