General Motors Announces Partnership with MTV’s “Creative SWAT Team” Scratch

August 7, 2011 — 2

Last week, GM’s North America President, Mark Reuss, announced the company’s groundbreaking partnership with Scratch in Traverse City, Michigan.   The goal? Help transform Chevrolet to win with Millennials.

Here’s an excerpt from Reuss’ speech:

“We can re-establish Chevy as an automotive icon for those who remember the glory days, yes. But there are even more people who don’t make that connection, who are unfamiliar or only vaguely familiar with the brand.

And I’m not talking about people in Europe or Asia, although they certainly qualify and are all encouraged to become customers.

I’m talking about people right here in North America… young people.

They are smart, discerning and open to trying anything they perceive as cool.

They are people under 30, who the marketers call “millennials,” who are 80 million strong and by next year will make up 40% of the car-buying public.

To better understand them, to better reach them, Chevrolet has established a strategic partnership with MTV… specifically its creative “SWAT team” called Scratch.

Scratch gives us an all-access pass to examine MTV’s creative assets and expertise – across programming, sales, marketing, music and research – to gain consumer insights and ultimately establish our youth strategy in pursuit of one goal – enticing Millennials to fall in love with Chevrolet.

I don’t claim to know how young people think.  Just ask my kids.

But I do know that if anyone does, it’s MTV.

So I’m really looking forward to seeing this partnership take root and flower.

And I know it can only help us make Chevrolet the great global iconic brand it deserves to be.”


  • @b1ward

    August 7, 2011 at 5:58 pm

    Congrats on the announcement Ross!

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