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At least I like the way this dealer - Fowler thinks!

Posted 4/12/2005 9:27 PM

GM to put corporate badge on its vehicles
By Sharon Silke Carty, USA TODAY

DETROIT — George Fowler is ready to get out his heat gun and start making some adjustments.

GM will be placing GM chrome badges on some of their 2006 models.

Fowler, who owns a Pontiac, Buick and GMC dealership in Dearborn, Mich., is sick of all the shiny metal badges attached to the cars he's selling. So he wasn't thrilled to hear Tuesday that General Motors (GM), which makes those three brands, plans to add two more chrome logos to the side of new cars.

The new badges are simple boxes advertising that the car is made by GM. The carmaker is attempting to make consumers aware of all the brands it manufactures and will put the badges on some new cars starting this month.

"It's the most ridiculous thing I've ever heard of in my life," Fowler says. "These cars have enough badging on them now. People want clean-looking vehicles. They don't want cars that are badged up."

GM says people want to know who makes their cars. GM sells eight brands in the USA: Buick, Cadillac, Chevrolet, GMC, Pontiac, Saturn, Hummer and Saab.

"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," Mark LaNeve, GM's North American vice president of sales, service and marketing, said in a statement.

GM has been struggling to figure out how to encourage buyers to purchase its vehicles without big rebates. The carmaker has heavily relied on large cash rebates since the Sept. 11 terrorist attacks. The strategy has lost its effectiveness over the past year, and GM's sales are down 1.3% this year.

The company said its research shows a growing desire among consumers to know more about the companies behind their favorite products. Its recent "Only GM" commercials highlight its OnStar technology, which connects drivers to a live operator when air bags are deployed or when someone pushes a button inside the car.

The announcement runs counter to what GM has said its marketing plans are. The company has said it plans to do a better job differentiating its brand lines.

Eric Noble, president of consulting firm The CarLab, says consumers have a hard time juggling two brand names for one product.

The GM badges are "the sort of strategy that makes sense when viewed from the inside," Noble says. "Consumers operate in a world where time is their scarcest resource. You're lucky if they can remember one of your brands. To hope or plan for them to remember two is unrealistic and, therefore, a bad use of resources."
 

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Duh... Make better cars, consistantly for a number of years. That would help.

I would think badging everything should reduce sales further. A Saab with a GM badge should help kill it's sales.
 

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Remember the little ditty:

"GM, Mark of Excellence"?

Well, after owning them for a few years, and finally abandoning my Buick LeSabre for a MO...I can say...

"GM, Mark of Negligence"!

Regards,

Big
 

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More GM stuff

Back in the early '80s, when I was working in a garage, we used to have a theory about GM.

It was generally concluded that all blueprints for new models to be introduced were taken to a first grade class for the students to "crayon in" the final revisions.

Then the newly revised blueprint went directly into production.

After all, what else could explain some of their designs; especially under the hood.
 

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Morons

Stick a logo that represents a poorly ran company bleeding in red ink is sure going to increase sales.

Someone took a page out of the Morons' book of Marketing...titled research without common sense.

:rolleyes:
 

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GM engines and transmissions are really pretty awesome, reliable, and a good value, and then, someone in their "style" department, decides...."Hey, lets put a bunch of cheap plastic around this decent car....it will save us $200, make the thing look like a piece of junk...and then, we can use some of that $$$$ to put a nice plastic logo on the outside telling the world...."

GM, cheap plastic everywhere you look.

Regards,

Big
 

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BTW, my experience with marketing people, is that they are the people too dumb to make it in HR or Sales.

Notable acceptions, are marketing analysts, who actually use real statistical data, to measure market demand.

Marketers are notorious, for doing something "weird" like putting another logo on a product, asking what happened to revenue, and then saying, "It was the logo!"

Regards,

Big
 

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Smart marketers actually listen to the experienced sales and service people, as that's the actual customer interface.

The dumb ones, figure they know better and feed the sales people marketing hype that often has nothing to do with the customers needs and desires.

Smart Sales people pay attention to the customer and determine what they want and need.

The dumb ones, regurgitate the marketing hype without regard to how it applies, if at all, to the customer's "pain".

There's a lot of both types, and finding the good ones is often a challenge, but fabulous when you do.
 

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Well, the C6 isn't bad. :)

There is an interesting paradox here. The people who don't know that Pontiac, Cadillac, Chev etc. are part of GM probably also don't know what crap some of these products are and buy them anyway.

I wonder if having a GM badge on the side of that already rebadged SAAB Subaru WRX is going to help sales :D
 

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Yeah, I've always been amazed about the C5/C6, that it came from the same company. I'd love even a late model C4 as a toy car.

But in my brain, it's a Corvette, and just happens to be sold through GM dealerships by accident.
 
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