GM’s constant reference to the “perception gap” is, without doubt, the most galling thing about the company. Despite sucking-up over $62 billion in taxpayer money, the nationalized automaker continues to insist there’s nothing wrong with our products. Oh no, American-consumers are a bunch of [Jap-loving] idiots. If if they would just open their minds they’d see that they’re idiots. And buy our cars. And save the company. And keep Mexicans Americans employed. And get their taxes back. Now, adding insult to insult, they’re launching a taxpayer-funded ad campaign based on that premise: “May the Best Car Win.” Note to New GM: it HAS been winning. Ipso ’effing facto. Now LEAVE IT ALONE. But oh no. In fact, the car Czar who drove GM into the dirt is flooring it, betting the company’s future on this series of comparison ads. And he’s got a new name for “the perception gap” not because he understands the problem but because he’s bored with it.
Here we go, from Daniel Howes’ column in this morning’s Detroit News:
What does it say about Buick when GM asks folks to identify the most prominent vehicles in the line-up and the answers are “Park Avenue” and “Rendezvous” — neither of which can be found (thankfully) in showrooms?
It says they know where Buick’s been, not where it is or where it’s going. Lutz calls that “false familiarity,” arguably worse than no familiarity at all with what GM’s doing today, just months after emerging from a whirlwind through Chapter 11 bankruptcy.It says they know where Buick’s been, not where it is or where it’s going. Lutz calls that “false familiarity,” arguably worse than no familiarity at all with what GM’s doing today, just months after emerging from a whirlwind through Chapter 11 bankruptcy.
Howes ignores the outrageousness of Lutz’s steadfast refusal to understand that Buick is an un-brand. As has become the norm, the Motown scribe sums-up with a piercing glimpse into the blindingly obvious.
In a company full of tough jobs, Lutz’s is among the toughest. He, his team and their cadre of outside agencies need to persuade skeptical, sometimes hostile, consumers to give GM another try.
Does that sound familiar? Of wait, that’s false familiarity. My bad.