GM Hasn’t Learned, Is Still "as Dysfunctional as Ever"
Jean Halliday from Advertising Age: General Motors said it wasn't going to do corporate ads — and then it put Chairman Ed Whitacre in its multiple-model "May the Best Car Win" campaign. The automaker also said it was going to create distinctive advertising for its four remaining vehicle brands, Buick, Cadillac, Chevrolet and GMC — but tell that to subscribers of Newsweek and BusinessWeek. In early October issues of those publications, GM is running nearly identical back-to-back spreads from McCann Erickson, Birmingham, Mich., for the Buick LaCrosse, Chevrolet Malibu and/or new Cadillac CTS Sport Wagon. he spreads are so similar they "homogenize all the brands again," said Maryann Keller, who has her own auto consultancy. "GM is as dysfunctional as ever," said the author of two auto industry books.
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Yesterday General Motors announced a series of initiatives designed to jumpstart June sales of its 2008 models, and grow volume in certain key segments of the marketplace. To boost sales, the company plans a "72 Hour Sale" with 0% financing and cash back opportunities on "over 80%" of its vehicles, according to Automotive News.