Touching Tribute: Toyota’s Advert For Chevrolet

by Gunnar Heinrich ::: Toyota Advertisement for Chevrolet

THE caption reads: “You can’t tell the story of America without Chevrolet. Congratulations on 100 years.” You’d have expected that script to come from GM marketing but it came courtesy of the good folks at Toyota.

Honoring Chevy’s 100th birthday, ToMoCo whipped together a simple message with a timeline graphic depicting a collage of partial profile shots of Chevrolet models through the years. The touching full-page advertisement for their rival printed in Automotive News‘ October 31st commemorative issue: “A Century of Chevrolet: The Stories That Shaped an Icon”.

On face value, the ad strikes you as an act of corporate chivalry. It would be like Microsoft congratulating Apple in PC World for three successful decades or Coca Cola wishing Pepsi well on their journey together into the 21st Century. Of course, Toyota has been acutely sensitive of its outsider status in the US (this despite having an enormous domestic manufacturing presence Stateside) so this advertisement is one little way for Toyota to flash a little ‘Merican pride for Automotive News‘ Motown-heavy readership.

One wonders if Chevrolet will one day return the favor, say,  in the business section of the Asahi Shimbun.

November 11, 2011

About the Author: Gunnar Heinrich is publisher of Automobiles De Luxe online and is executive producer of the Automobiles De Luxe Television series on PBS member station CPTV.

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