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Article: GM shifts used-car ads: new campaign pushes benefits of factory warranty. (General Motors Corp; GM Certified Used Vehicle brand)
- Article from:
- Automotive News
- Article date:
- March 30, 1998
- Author:
CopyrightCOPYRIGHT 1998 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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New campaign pushes benefits of factory warranty
DETROIT - General Motors is repositioning its GM Certified Used Vehicle brand to send a clear message to consumers: GM dealers sell a brand of used vehicles that are backed by the manufacturer.
The new "Factory Built. Factory Backed" campaign replaces "Ready for Life," an image campaign that dealers criticized for not explaining the benefits of certified used vehicles.
The old campaign ran nationwide on cable TV; the new campaign will run on network TV in nine cities. The TV commercials will be supported in those cities by radio and print ads geared to getting customers into dealerships. GM Certified now ...