Chevy Hybrid on the Radar

The Detroit News reported on Nov. 14 about Chevy's sustainable marketing strategy, led by its new Chevy Silverado Hybrid, a world's first.

Props to Larry Burns for being honest that Chevy hasn't told the "green" story well in the past (honesty). But has Chevy had anything to talk about? The new marketing campaign touting green seems very well thought out and digestible for media and consumers alike -- and shows a vision for the future -- which is great.

But he notes that Toyota has an image "to die for." Toyota's image is built on credibility and proof points that back up claims -- that have been years (if not decades) in the making. Toyota's brand has always had an element of efficiency in it; not so for Chevy (thus the skeptics).

When making "green" a part of a brand, it exposes you to more scrutiny, esp. if there's a legacy actively resisting CAFE (though even Toyota is guilty here). When making a claim, it can't be just to build an image, it has to be authentic -- or you'll get raked over the coals. The "green" bunny is out of the bag now for Chevy; it'll be hard to put it back even if oil drops back to $60 bbl.