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The Chevrolet Cavalier, under General Motors Corp.'s new brand management setup, wants to develop a long-term relationship with women.

The GM division started a program with that goal in mind this year for the small car model, 70% of whose buyers are female.

Before brand management, Chevrolet wasn't structured to study and focus on the needs of customers for each model, said Steven Wagg, Cavalier brand manager.

Now, Chevy can to learn more about its customers, how to reach them and give them what they want.


Working with Conde Nast Publications and Macy's, Chevrolet hammered out a program targeting young women. The so-called Essentials Program included a direct mail piece to some 30,000 Conde Nast magazine subscribers in seven markets. The glossy pamphlet touted "inspired designs in style and motion," featuring the Cavalier and colorful clothes from Macy's.

The same brochure is in June Conde Nast issues, like Vogue and Glamour, in metropolitan New York. Unlike the mailing, it contains a $25 Macy's gift certificate validated at area Chevy dealers.

Also, using Macy's credit card database and Conde Nast's database, Chevy invited 15,000 young women to a fashion show May 6 at the department store chain's Herald Square store in Manhattan.

Chevy spent $60 million last year to market the newly remodeled Cavalier. Campbell-Ewald, Warren, Mich., handles advertising. The division will spend about the same this year, Mr. Wagg said, with greater emphasis on linking to events that attract women.

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