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GM's sales solution: Slap its logo on every brand
By Ed Garsten / The Detroit News
Look for the GM logo
GM has decided to stick an additional GM logo on all of their brands in the U.S., to emphasize the connetion with the parent company. Is this a smart marketing move?
Yes, it might help sales
No, it won't make any difference
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General Motors Corp. is going to stamp its corporate logo on every car and truck it sells in North America in an effort to better link its eight brands with the parent company.
The automaker, revving up marketing efforts to reverse declining sales, plans to use the logo first on a slew of important new vehicles such as the Buick LaCrosse and Pontiac G6.
The new badges will land on every 2006 model sold in North America across GM's eight brands -- Chevrolet, Buick, GMC, Cadillac, Hummer, Saab, Saturn and Pontiac.
"Our own studies show that consumers place a tangible value on the General Motors name," said Mark LaNeve, GM's top sales executive.
Ford Motor Co. sells Ford-branded vehicles and DaimlerChrysler AG's Chrysler Group sells Chrysler products. GM is the only major automaker that does not market cars or trucks under its corporate name.
The new initiative dovetails with GM's marketing strategy for OnStar and the StabiliTrak stability control system, which are pitched under the GM umbrella and will become standard equipment across the GM product line.
"The GM corporate name has a stronger public image than some of the brands that make up the company," said Joe Barker, with CSM Worldwide in Farmington Hills. "It tells consumers GM is backing this vehicle."
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