12 December 2011

Car Industry Strikes Back - Chevrolet Colombia

Welcome to the next installment of the Car Industry Strikes Back series. On today's programme, we'll be travelling to Colombia, where Chevrolet desperately tries to reverse the tide of demotorisation and the rise of the bicycle.

This series highlights how the car industry, around the world, are shifting the focus of their advertising to go after bicycles and ridicule bicycle users. A clear sign that bicycles as transportation are gaining in influence. When you become a target for the car industry, you're doing something good.

If the 'oh so green' colour of the above graphics isn't cheesy enough, the text is:

"At the moment I ride a bicycle but with ChevyPlan I can now afford a car"

While Bogota's fame as a bicycle city from the early 90's is waning (police confiscating bicycles from cyclists who don't wear helmets, etc), the city is still more bicycle-friendly than many other places. A new bike share system has brought the bicycle back to the surface and this is how Chevrolet saw fit to react.

Offering citizens to bury themselves in debt, contribute to making the streets unsafe and adding to the emissions levels in Columbian cities.

What a deal!

Here's the site for ChevyPlan Colombia. Be warned, ridiculous singing will blare out of your speakers. 

If you fancy letting them know that they're silly, here's a link to a contact form: http://www.chevyplan.com.co/Chevyplan/Chevyplan/paginas/documento.aspx?idr=1474

For more from the Car Industry Strikes Back series, here's the link to the posts - Car Industry Strikes Back.

Thanks to David in Bogota for the link.


Alexa said...

On a positive note, I saw two examples of cycling being portrayed as positive this weekend. And that's in the US mass media.

The first was at the end of Arthur Christmas, a children's movie. They're trying to deliver one last Christmas present to a little girl before the sun rises. In the end, Santa rides the gift bicycle at breakneck speed down the hill and to the girl! He beats out the old-fashioned sled and reindeer as well as the ultra-modern giant aircraft.

The other was a commercial for Michelob Ultra Lite beer. (Sad product, but a slick ad.) (http://youtu.be/Gf_i4fgYWlQ) The main character is flicking through his choices to live the "Ultra Life" and discards a car as a choice for getting to work, instead choosing a bicycle. It's the US, so he chooses a racing bike and a silver helmet, but he's otherwise portrayed as a cool guy.

Anonymous said...

.................... nice ^_^v ................

Peter Jacobsen said...

As Alexa noted, in contrast to the ads from the automobile industry, we're seeing more positive bicycle use in advertisement. Note this one for a major US beer company (Miller High Life): http://www.youtube.com/watch?v=kLl5y9RZI7c

"That's the way, patriot. Let the OPECs keep their gasoline. We'll just tap into a far more efficient energy source. Manpower. If we all learned to pull our weight, nobody, nobody, will be able to siphon away our High Life (beer)"

All while watching a middle-aged man ride a bicycle in a snow storm, and carrying beer in the bike's front basket.

Bogotá Bike Tours said...

See my take on it at www.mikesbogotabikeblog.blogspot.com .