GM Canada is radically revamping that tried-and-true new car sales tactic, the test drive, with a customized program for its Chevrolet Cruze brand it describes as a “mini road trip.”
In development since October, the “Best Cruze Ever” program is aimed at the millennials and budget-conscious young families who comprise the bulk of the Cruze’s customer base.
The Toronto-specific program invites prospective customers to sign up for a test drive by visiting BestCruze.ca or by texting 647-490-BEST. Participants can select a location to be picked up and dropped off, as well as their favourite music and snacks for the ride. They can also bring up to two family and friends.
“We want it to be a really fun, cool experience that surprises and delights people, said Jason Easton, director of sales, service and marketing for Chevrolet Canada in Toronto. Approximately 300 people have registered for a test drive since the program began earlier this month, he said.
“We’re trying to get people excited and energized about this brand, because we are launching the next generation in late Q1 or early Q2,” he said. The next iteration of the Cruze will feature more technology and connectivity, as well as a sleeker, roomier design.
The company has also created a pop-up location in Toronto’s Queen St. West neighbourhood that features a Cruze display and invites people to text the car to book a test drive.
The program was conceived in association with digital creative agency Isobar, GM’s media agency Carat, and the experiential agency MacLaren McCann Momentum. “We gave them a lot of creative license to come back with a program that doesn’t look or feel like anything we’ve ever done before,” said Easton. “The essential premise is how do we put ourselves where our customers are?”
Easton said the Cruze’s highly connected target audience allowed the company to quickly optimize its media mix depending on which tactics are best attracting young consumers.
The division of GM Canada has also partnered with YouTube influencer Gunnarolla (who has more than 79,000 subscribes) to create a three-minute video that shows him driving the Cruze around downtown Toronto with a fellow YouTube personality.
“We specifically engaged Gunnarolla because he’s one of the top 10 YouTube influencers in Toronto and very popular amongst our demographic,” said Easton.
The nearly three-minute video features Gunnarolla demonstrating Cruze features like built-in wifi, 10 airbags and the GM OnStar service. The video drives viewers to BestCruze.ca to sign up for their own test drive.
Chevrolet is rewarding people who take part in a test drive with a $500 gift card towards the purchase of a new Cruze, as well as gift cards for popular Toronto restaurants including Burger’s Priest, the White Squirrel and Snakes and Lattes.
The Cruze is one of Chevrolet’s most important vehicles in Canada, said Easton, competing in a crowded compact category that also includes Honda Civic, Toyota Corolla and Hyundai Elantra.
“It plays a key role across many different customer segments,” said Easton. “Traditionally what you see in the segment are younger people with their first or second vehicle and younger families on the smaller side, but do also get the wealthy older people because it’s just a great car for getting around the city.”
GM has sold 30,0252 Cruze units through November, compared to 31,827 for the same period last year (it was Canada’s fifth most popular car in 2014, according to a report in The Globe and Mail). More than 3.8 million Cruze cars have been sold since its 2008 debut.
