GM to Spend Up to $50 Million Monthly on Ads While in Bankruptcy

General Motors is currently planning a massive advertising campaign that could improve the company's image in the United States and bring consumers back in dealerships. The American manufacturer plans to spend between $40 million and $50 million per month for advertising, a report by the Advertising Age reveals, which means the company would need $80 million to $150 million until it emerges from bankruptcy.

GM has already started an aggressive advertising campaign for Buick, one of its four core brands, which also promotes a new tagline emphasizing the changes the manufacturer underwent in the last few months: "Take a look at me now". Additionally, the company said the new Buick will boast a large number of "surprising" elements, most of them unseen on such a brand before.

"It's an invitation for people to take another look at Buick," Cheryl Catton, general director of advertising and sales promotion for Buick, GMC and Pontiac, said. "We underwent a dramatic transformation starting with Enclave. It's a fun spirited way to invite people in -- if you think about the transformation of when someone loses weight or gets a new hairdo, you say, 'take a look at me now.'"

"We have support from our leadership to make sure we have the voice and support behind the product," Catton says. "Certainly, I would not be blind enough to say (bankruptcy) isn't going to have an impact on us, but I would hope our message and our brand would speak to the way we're headed in the future."

As for the other brands, things are still unknown but it appears that General Motors plans to inject more money in order to repair the company's image seriously damaged by the Chapter 11 filing.