General Motor’s Joel Ewanick Just Desires The Make Marketed
Recovery is what everybody is focused on right now. Automakers aren’t an exception, and it isn’t easy. That’s what General Motors’ Vice President of Marketing Joel Ewanick recently told Automotive News in an interview. Bankruptcy and a huge turnover have left GM in a position where offers are made to move a ton of product. Ewanick hopes to change things to General Motors is more focused on making quality cars instead of cutting offers.
Brand strength muscles are there to be flexed
Focus on design and quality is slowly beginning to re-emerge out of the dust of the auto bailout, says Ewanick. For instance, brands such as Cadillac have had a unique sense of style for years, and customers appreciate this. Product recognition is something automakers have to worry about. Too numerous automotive brands are trying to just market product. Ewanick explains that “people purchase brands, not really products” making it important for brands to start working better on the public. Ewanick used Chevrolet as an example as Chevy has always made advertising significant with Americana that shows lots of soul and a lot less numbers.
Nevertheless are factory incentives
Factory incentives are going to continue. Ewanick believe these and dealer incentives aren’t dead. Such deals should simply play a subordinate role to the brand story. Automotive brands are remembered through style, quality, efficiency and dependability. This will drive the sales while discounts are just a bonus. Focusing on brand strength will require that automakers rekindle a dialogue with consumers. Stories are what automotive marketing used to get to customers before. Younger generations of car buyers are being targeted by brands like Chevrolet’s Corvette SS and Stingray. Do not bury past business ways thinking about they nevertheless work.
Discounts aren’t as effective as understanding customers
It is good to have sales every so often. This could be good simply until the consumer realizes there are just ever sales. The auto bailout – where those teetering corporations which were “too big to fail” fed upon taxpayer dollars for sustenance – damaged the reputations of automakers nationwide. The price has now become too low to ignore on numerous different cars. Sadly this ends up hurting America’s automotive industry that used to have lifetime buyers. Each and every automaker should focus on what their customers are hoping to get in an automobile.
Additional reading
Auto News
autonews.com/apps/pbcs.dll/article?AID=/20100906/RETAIL03/309069996/1018
Linkedin
linkedin.com/pub/joel-ewanick/5/42b/30a
Even dealers suffer from a mysterious lack of marketing
youtube.com/watch?v=EALK_LZ_Zgo
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