GM To Foil Brands’ Image

In an attempt to destroy the kudos and high mark values around some of their leading brands, GM have announced that they will be badging ‘GM’ on the side of the doors of Saabs, Chevrolets and Cadillacs.

This may be oh-so-surprising, but most of GM’s marketing and advertising budget in North America is spent
on promoting its eight brands and therefore people don’t associate the brands with
with GM!

"The name General Motors speaks to people," Mark LaNeve, who took
over as head of GM’s North America vehicle sales and marketing last
month, said. "Research tells us that many of our most outstanding
segment-leading vehicles are not associated by the customer to be part
of the GM portfolio."

Speaks to people about what exactly? Cadillac has worked very hard to be the position they are in today – and GM has done what exactly??

GM named LaNeve to his new position about two weeks before the
automaker announced last month that it would post its biggest quarterly
loss since 1992. LaNeve first decision about GM branding looks like he’s sailing them further down the Swanee.

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