POWER PLAY: After returning to Chevrolet in June 2003 to oversee advertising, Ms. Kosak led the charge on developing Chevy's umbrella "American Revolution" campaign. The bold effort is signaling the brand's heritage and onslaught of new models. It's getting plenty of media backing, including a major presence during Olympic broadcasts. Traffic to chevrolet.com jumped by 50% since the campaign broke, and prospect leads to dealers from the site are up 170%. The new Colorado midsize pickup got good launch exposure as part of an in-program giveaway to a finalist on CBS' "Survivor: All-Stars" this past spring. Chevrolet reupped its U.S. ski team sponsorship in a deal separate from GM's broader one with the U.S. Olympic Committee.
DOWNSIDE: While the brand's total sales through August rose by 16,707 units from a year ago, with car sales increasing by 57,217 units, Chevrolet's crucial truck sales slipped by 40,510 units, according to Automotive News. Colorado's launch got off to a sluggish start, though GM says that industrywide the mid-pickup segment is soft. With several key new models out, it's too soon to tell whether Chevrolet's "Revolution" is a coup.