Bailout Watch 300: GM's Mark LaNeve: There's Got to Be A Morning After…

Mark LaNeve is GM’s Vice President, North America Vehicle Sales, Service and Marketing. Still. As such, the marketing maven must motivate the masses of metal movers who are morose at the moribund market. Of course, LaNeve has a major victory to report: the corporate mothership no longer depends on its dealers for its immediate and, let’s face it, longer term survival. That sponsorship has been transferred to the U.S. taxpayer. Still, in a letter to the stores [full text below], LaNeve reminded the troops what it’s all about. “I pledge to all of you that my team and I will continue to work together with you as we make the necessary structural changes to prove the viability of a new General Motors –to the current and incoming Administration, to Congress and, most of all, to our current and future customers.” Ah, customers. Now you’re talking!

“In that regard, I want to assure you that we will push ahead with our new product launches and our advanced technology. And perhaps most importantly, we need to sell the great cars and trucks we have on the lots today. We have worked hard this month to give you the tools needed to sell in a time everyone agrees is the most difficult the industry has seen in a while. We believe that the announcement of the loans will begin to build back consumer confidence, so there should be new sales opportunities out there.”

Should be? And what of the anti-bailout backlash)? Does LaNeve understand that the loans could make GM dealers’ jobs harder, as Americans wonder why they should pay twice for GM’s products? If he does– and that’s by no means a given– he ain’t sayin’. Would you?

Dear GM Dealers:

As I am sure you heard, today the President extended a financial bridge to General Motors and the domestic auto industry at a critical time for the U.S. auto industry and our nation’s economy. This action helps to preserve many jobs, and supports the continued operation of GM and the thousands of dealer partners, suppliers and small businesses across the country who work with us on a daily basis.

This action allows us to accelerate the completion of our aggressive restructuring plan for long-term, sustainable success. It will lead to a leaner, stronger General Motors, a company that is:

* Dedicated to great cars, trucks and crossovers with, exciting design, segment-leading fuel economy and world-class quality,

I pledge to all of you that my team and I will continue to work together with you as we make the necessary structural changes to prove the viability of a new General Motors –to the current and incoming Administration, to Congress and, most of all, to our current and future customers.

In that regard, I want to assure you that we will push ahead with our new product launches and our advanced technology. And perhaps most importantly, we need to sell the great cars and trucks we have on the lots today. We have worked hard this month to give you the tools needed to sell in a time everyone agrees is the most difficult the industry has seen in a while. We believe that the announcement of the loans will begin to build back consumer confidence, so there should be new sales opportunities out there.

Finally, I want to let you know that the GM team and I cannot thank you enough for the support you have shown General Motors over the past few months. I truly believe that the effort you put in to supporting assistance for General Motors was key to making it happen. We have a lot of hard work ahead of us, but I am very optimistic and confident that the entire General Motors team will get the job done—and in a way that makes us all proud to be part of this great company.

I’ve scheduled an IDL broadcast for Monday, December 22 at 3 p.m. (EST), Channel 1, to talk more about the status of the federal bridge program, our business and give you more detail about our plans going forward.

Again, thank you from the bottom of my heart and I look forward to talking to you on Monday.

Mark LaNeve