"We decided not to do it this year because we didn't want an on-sale event to blur the message of 'May the Best Car Win,' " Lutz was quoted as saying by Autonews. The "May the Best Car Win" campaign debuted on September 20.
In addition to the cancellation of the respective campaign, GM will also cut some big marketing cash this year and will redirect it instead to brand building. On occasion, however, GM will still run special events, like the year-end Cadillac sale. This is because, Lutz says, until now GM had a "bad marketing".
"We did not have a consistent message per brand," Lutz told the source. "We spent a lot of corporate communications money announcing that everything was on sale. That diverts money from sums that should be spent on making the consumer familiar with the vehicles and building the value of the brand."
"I won't sit here and permit ads that keep simply emphasizing the sizzle and never talk about the steak. We're going to start selling the steak."
The "steak" will be sold by keeping, for now, the "An American Revolution" tag line for the Chevrolet and by shifting Cadillac from its "edgy ads with attention-getting music" to more "product-driven ads to explain the value of Cadillac products compared to the imports."
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