GM Changes Advertising Strategy

As the new GM vice chairman in charge with marketing at GM, veteran Bob Lutz plans a drastic turn in both "tone and content" of GM's advertising, adding that if no change can be seen, that would mean he has failed in his endeavor.

Lutz made the comments regarding his company's advertising policy during a web chat last night. According to Autonews, when asked about the campaign for the new Buick range Lutz said:

“Let me put it this way: That Buick commercial tested very well, which is not the same as saying that it’s an effective ad. I think you will very quickly see a drastic change in the tone and content of our advertising. And if you don’t, it will mean that I have failed.”

Rumors, denied on Friday by GM executives, say the changes in GM's advertising policy will begin with the change of the advertising agencies. On the certainty side, Lutz says the new messages to be used by GM will "not only break through but actually leave consumers with an enhanced view of each of our brands.”

To give us an example, Lutz made reference to the new Chevrolet Equinox and the GMC Terrain and said the two don't even look like they have been made by the same manufacturer. Not a bad thing, but in need of different advertising approaches. As do the other two core brands, Buick and Cadillac.

"The new Buick design direction, coupled with a soft and luxurious driving experience, is radically different from the more angular and sporty Cadillac design direction,” Lutz said. “Marketing also needs to respect brand differences in how we advertise the various brands and to whom.”