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Article: GM must look within for help.(General Motors Corp. ranks next to Toyota Motor Corp. this year)
- Article from:
- Advertising Age
- Article date:
- January 16, 2006
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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General Motors, the world's top automaker since 1931, likely will drop behind Toyota this year or next. There's talk the place could go bankrupt. Jerry York, henchman for investor Kirk Kerkorian, is hammering GM to shift into "crisis mode'' and borrow plays from Nissan's cost-cutting handbook.
But on the marketing front, we think GM should follow the lead of an auto brand in its own house: Flagship Chevrolet, which in the midst of a bleak environment is delivering smart, simple messages that resonate.
Chevy last week began a campaign that draws attention to its vehicles, focuses on price and value, plays to its strengths and steers consumers to an ...