GM’s now-infamous advertisement touting the payback of government loans “may have elasticized the reality of things,” in the words of Steve Rattner, but stretching the truth apparently pays off. Automotive News [sub] reports that a London public perception-tracking firm surveyed some 5,000 consumers, and found that The General’s image has improved since the ad started running. Of course, on YouGov’s brand image scale of 100 to negative 100, GM is up only five points to “17.” Clearly there’s still work to do.
For comparison, Toyota was at 45 on the scale before the recall scandal hit earlier this year, dropping the Japanese brand’s perception score to negative one. And, says YouGov’s managing director, when it comes to GM’s progress on the strength of its recent ad,
we don’t know if it will last one week or one month
Either way, any uptick is a good sign for a state-owned firm that’s being accused of misleading consumers over its obligations to the government. Especially considering that JD Power’s research shows the ad in question simply polarizes consumers. Ultimately, as JDP’s Alexander Edwards puts it,
If GM is to find success, they need to talk about the cars