Mark LaNeve: GM To Launch Toe Tag Sale Early
News flash! Automotive News [AN sub] finally talks to someone on the record! And it’s no less a personage than GM Marketing Maven Mark LaNeve, the man in charge of managing The General’s declining ad budget. To celebrate the occasion, AN’s crack reporters resort to the lazy journalist’s best friend: Q & A. The resulting edit begins with the usual “these grapes are not sour, there must be something wrong with your taste buds” waffle. LaNeve would have us believe that the new media is so wicked cool GM doesn’t really need to spend as much money as it did before the last of the corporate cash pile went up the chimney. “When a lot of the digital technology was new, all marketers were learning. As you learn, you get more efficient and you spend less money to get the same results, the same impact, the same reach in the marketplace. That is why I am comfortable with some of the cuts we are making. We are a whole lot better at search, at digital, at working with our third-party partners like Edmunds.com and The Truth About Cars.” Just kidding. About TTAC. Anyway, AN raises the spectre of GM’s octo-brand stretch. Pah! “We prioritize the launches. The key launches are the Chevrolet Traverse, Camaro and Equinox. Cadillac has the CTS wagon, CTS-V series and CTS coupe on the horizon. And the Buick LaCrosse and GMC Terrain are two big launches.” THOSE are GM’s priorities? My children’s children’s children’s tax money is so dead. More revelations after the jump.
Needless to say (but what the Hell) LaNeve trots-out the Curley defense to explain his whithering company/budget/salary. “The decline is now over a three-year period. It really started with Hurricane Katrina. The industry stopped growing and started declining. That has put a lot of pressure on dealer profitability in the whole industry.” So.. what to do? What to do? “We are going to be moving into the Red Tag year-end event, probably starting in early November. Normally we would start mid-November. Next year, depending on how the market shapes up, you will see a pretty strong tactical focus. We will be leveraging incentive offers, combined with a fuel message or a quality message.” Yeah, two messages for eight brands. That sounds like a pretty strong tactical focus to me. But then I think attacking Russia was one of Hitler’s better military ideas. Oh hang on; what if GM merges with Chrysler? Do all eleven brands get the same two messages? Doesn’t seem fair, somehow.
Join the conversation
Latest Car ReviewsRead more
Latest Product ReviewsRead more
- Hugh I have no trouble believing they exaggerated somewhat, but I also figure they were factoring in the cost of the research and engineering. I am just disappointed at how they abandoned their own product (again).
- TheEndlessEnigma Mustang, MX-5
- Probert I have used both level one and level 2 charging at my house. I use this for local needs. I have a fairly regular 350 mile round trip. I charge after about 125 miles one way, at a level 3 at a KIA dealer. I could do it in a straight shot, but this leaves me plenty of reserve if I need it in the city.I charge at the same place on the way out, adding about 40%, and I'm home free.A number of chargers have opened since I got the Niro 2 years ago, so I have a fair amount of flexibility on this route. I have used EA chargers on the route, and also a handy, and friendly Harley dealer charger.
- Dan65708323 I think Ford it going to go under. They can't lose 3 billion ever year for years. All their EV's are on stop sales. Good luck Ford.
- Kcflyer LC 500
The Camaro is a key launch because...? Presumably a) because the damn car has been around so long that not to launch is too much of an embarassment (GM, sunk costs, look that up) or b) there's not harm in investing time and money in a little bit of rah-rah nonsense when you are on the verge of going belly up. BTW if they merge with Chrysler, will they discontinue the already in production Challenger to 'make room' for the Camaro, or will they actually sell them concurrently?
GM could cut their marketing by 90%, and it would only help. Better yet, cut it 99%. All they need is the bare minimum to make people aware of their existance. All the hype doesn't do them any good. No one believes the marketing BS anyway.