Metric
Brand consideration among US new-vehicle intenders
Chevrolet Equinox EV: Build Mental Availability for the American Electric Future
Brand consideration among US new-vehicle intenders
February 2027
25% relative lift
No baseline (proxy assumed)
Because mental availability is the primary constraint on demand. The strategy is settled: price and product are not the problem.
A 40-year-old suburban parent whose current SUV is ageing and who is curious about an EV but unsure which brand to trust.
They do not know what Chevrolet offers in EV and have no memory of the Equinox as an electric option. The brand is not in their consideration set.
They research online, read reviews, and consider Tesla, Hyundai Ioniq 5, and Ford Mustang Mach-E. They have not yet searched for Equinox EV.
I want to go electric, but I am not sure which brand I can trust. Everyone talks about Tesla, but I need something that fits my family and my budget. Chevy? I do not really know what they have got.
Chevrolet Equinox EV: the electric SUV that does not make you choose between American engineering and the future.
A campaign that positions the Equinox EV as the natural, no-compromise electric choice for American families, rooted in Chevrolet's century of reliability.
It resolves the tension between wanting an EV and wanting a brand you already trust, without asking the buyer to sacrifice practicality or familiarity.
Because Chevrolet is the only brand that can claim 100 years of building vehicles for American families, and the Equinox is the best-selling SUV in its segment.
You have been waiting for the right electric SUV. One that does not ask you to change your life. That is the Equinox EV. The one you have been waiting for.
Hero shot of Equinox EV driving through sweeping American landscapes, from highways to mountain roads. Family inside, smiling. Clean, bright cinematography.
Gentle ambient music, voiceover with warm, confident tone.
Leverages the emotional relief of finding the right fit, builds anticipation and trust through familiarity.
Risk of being generic; every EV ad shows a car driving through scenery. May not break through the noise.
For over a hundred years, Chevy has been building the cars that get you where you need to go. The Equinox EV is the next step. The road to electric starts here.
Montage of everyday life: commuting, school pick-up, road trips. The Equinox EV in each scene. Real families, natural lighting.
Voiceover with a sense of heritage and forward motion. Background music building from classic to modern.
Connects heritage to future, builds trust through shared memory. Differentiates from Tesla by emphasising practicality.
May feel like a corporate legacy claim, not exciting enough to break through in a category dominated by futuristic imagery.
Brand in Sky, harvest in Cyan. The bar shows the count of channels by role, not the money. Money is set by the investment plan and is never written here.
| Role | Channel and what it is for |
|---|---|
| Broad reach, sight/sound/motion, primary awareness driver | 60-second hero film Tell the brand story at scale; reach 70% of US households at least 3 times per month. |
| Targeted demand generation and retargeting | 15-second cutdowns Reach in-market audiences with test-drive offers and retarget CTV viewers with shorter cutdowns. |
| Answer intent and capture consideration | Landing page content with comparison tools Optimise for queries like 'best electric SUV for families' and 'Equinox EV range' to appear in search results. |
| Conversion and test-drive scheduling | Equinox EV configurator page Landing page with clear CTA to schedule a test drive, configurator, and local dealer inventory. |
| To | From | Name |
|---|---|---|
| 8% point lift | No baseline | Top-of-mind unaided recall among EV intenders |
| 5% point increase | No baseline | Brand consideration (top 2 box) |
| To | From | Name |
|---|---|---|
| 15% increase | No baseline | Test drives per quarter |
| 20% increase | No baseline | Leads from digital channels |
2027-01-15
If brand metrics show no movement after 8 weeks of $40 million spend, or if test drives do not increase by at least 10% quarter over quarter.
| Who | What | By when |
|---|---|---|
| 2026-09-01 | ||
| 2026-08-30 | ||
| 2026-08-15 |