AdAge Sheds More Light on GM's Marketing Realignment

An article in this week's issue of Advertising Age takes an in-depth look at the changes announced earlier this month by General Motors to strengthen its car brands. The "moves are designed to empower" the "four newly created brand czars" at the company with a "voice in incentives, vehicle development."

Importantly, the new VPs will have a seat at GM's product-development councils, which Peter Ternes, a GM spokesman, said was "the biggest change." Under the current system, a centralized global panel headed by product czar Bob Lutz decides which models will be made. Three of the four new channel chiefs "will have a voice" on new products, the spokesman said. That fourth channel chief, Ms. Lajdziak, was the only one not promoted to North American VP; she remains Saturn's general manager and will "have input" in what models GM's European Opel brand develops.

Random Article from the SaturnFans.com Archives

FT: The Final Chapter in a Classic Case of Detroit Mismanagement

Tags:

The Saturn of 2008 is not quite what Roger Smith, a former GM chairman, had in mind when he launched the brand in 1985 with the promise of "a different kind of company, a different kind of car." GM initially hoped to encourage fresh thinking at its newest brand by giving Saturn more autonomy than such GM stalwarts as Chevrolet, Buick and Cadillac.