The Truth About Cars » Soccer The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. Tue, 15 Jul 2014 13:19:48 +0000 en-US hourly 1 The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. The Truth About Cars no The Truth About Cars (The Truth About Cars) 2006-2009 The Truth About Cars The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. The Truth About Cars » Soccer $600 Million Manchester United, Chevrolet Deal Going From Bad To Worse Wed, 12 Feb 2014 16:30:40 +0000 Manchester United Squad Attend Chevrolet Event

Chevrolet’s $600 million sponsorship deal with major football club Manchester United may have been a match made in heaven, but with Man U’s performance on the pitch as of late, the deal is now on the highway to hell according to Automotive News.

The deal, written up by then-head of General Motors marketing Joel Ewanick to connect the two brands at the end of the 2012 season, was done due to Man U’s cachet with not only the English Premier League’s viewership — 643 million households in 212 countries — but also with the European Champions League tournament’s 360 million households. Though the Bow Tie has little presence in Europe beyond the Corvette — and would have trampled upon Opel/Vauxhall’s turf — the club’s fans in the Asia-Pacific market was prime for the taking in Ewanick’s mind.

Reality for the deal, however, hasn’t panned out as well as first hoped. The sin of omission committed by Ewanick regarding the sponsorship led to his sacking just as Man U’s long-serving coach Sir Alex Ferguson passed the torch to former Everton FC leader/miracle worker David Moyes.  As AN’s Mark Rechtin notes, things have not been the same since Fergusons departure. The club suffered from internal conflict in the locker room, second-guessing from the English sporting media, indecision on starting lineups, and losses to other clubs they would normally dominate if not outright destroy.

Furthermore, the club is currently seventh place in the overall EPL standings with no signs of improving to pass Everton, Tottenham and Liverpool to reach fourth and gain a qualifying position in the Champions League. Without that golden ticket, Man U will land in the oft-ignored Europa League, a marketing dead zone for any brand, let alone Chevrolet.

Finally, Man U may need to sell their star-studded lineup to make payroll, stripping away the cachet that had attracted Ewanick to pen the sponsorship deal in the first place. Not that it matters much if fans weren’t buying what Chevrolet was selling in the first place.

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GM Fires Marketing Chief For Soccer Deal, Then Signs It Tue, 31 Jul 2012 13:10:27 +0000

One day after  GM’s  Chief Marketing Executive Joel Ewanick was fired for failing ” to meet the expectations that the company has for its employees,” one day after it was leaked like from a fire hose that there were shady going ons between Ewanick and the Manchester United soccer club, GM signed a seven year contract with just the same soccer club. A day after the ouster of a marketing chief who was tasked with saving billions, GM paid, according to Reuters,  “twice as much as the team’s previous automotive sponsor” for putting “Chevrolet” on the team’s jerseys. Does this pass the smell test?

Officially, no reason is given for Ewanick’s ouster, except for the both mean-spirited and hamfisted not meeting of expectations. Unofficially, dirt is being thrown after Ewanick.

“Sources” told Reuters that “Ewanick didn’t properly report financial details about the jersey deal.” In the business, those anonymous sources are nearly always inside the company, and in 9 out of ten cases, the source is a company spokesman who prefaced what he said to the reporter with a “don’t quote me on that, but …”

Other sources, this time “some industry officials” (code for people outside of the company) don’t buy the story:

“While GM would not discuss Ewanick’s departure, some industry officials said a deal as big as the Manchester United sponsorship agreements would have been signed by multiple executives. They also raised the possibility that GM simply wanted to dump Ewanick as the automaker’s U.S. market share has declined by nearly 2 points in the first half of 2012 compared with the year before to 18.1 percent.”

I don’t know how they do it at GM, but at every large corporation I know, the CEO is intimately involved in the decision and deal making that precedes a major sponsorship deal.   The CEO would be involved even more so when the company pays twice the going rate.

Oh, and what about the improper dealings? “The wording of the affected deal terms was changed before the deal was made public on Monday,” a source that was “not authorized to discuss contract details” (code: insider for sure) told Reuters.

I don’t know how they do it at GM, but at every large corporation I know, if there is a deal with an impropriety huge enough to fire the marketing chief, that deal won’t get signed, and the police will get called instead.

We have yet to know for what marketing disaster Ewanick was fired. The much bigger PR disaster stares us right into the eye.

Even the usually fiercely loyal Detroit Free Press won’t buy into the amateurish attempts at spin:

“Issues with soccer deals are just a diversion from the real reason Ewanick was forced to resign, his inability to maintain or increase market share under his leadership, say GM marketing officials and advertising leaders familiar with the company. They didn’t want to be identified because they’re not authorized to speak about personnel issues.”

“GM marketing officials and advertising leaders familiar with the company” would be code for second line managers who still have a job, and people at the Commonwealth agency that are bracing for the other shoe to drop.



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Brazilians Celebrate The World Cup With Their Cars Sun, 11 Jul 2010 09:02:05 +0000

Now that the World Cup is reaching its end, and Brazil has been eliminated, traffic is getting back to normal. Not to mention safer because authorities usually turn a blind and sympathetic eye to some traffic violations perpetrated in the name of the sport. Can’t stop the celebrations! Anyway, during this month-long event whenever you went out driving you’d see people draping their cars in the flag, putting little flags on the doors and other “decorations”. It’s rather interesting to see import driving Brazilians being so nationalistic. Funny thing was, as soon as Brazil was eliminated, the flags disappeared. This I guess is the norm for talking badly about our country, among ourselves and to foreigners, too (though to a lesser extent) is a national pastime. Do Brazilians only love their country in victory? Are we only patriotic in World Cup times?

The video is courtesy of Brazilian car rag Auto Esporte’s website.

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