With Super Bowl XL in its Detroit hometown, ailing General Motors has shifted into high gear to capitalize on the game, reports USA Today. As the official auto sponsor of the National Football League, GM’s marketing blitz includes big-budget TV ads and stunts, such as encasing its headquarters in a Super Bowl-themed vinyl wrapping. Much of the marketing will hype the revamped 2007 Escalade SUV by Cadillac. This is a unique opportunity because the game is in Detroit,” says Cadillac general manager Jim Taylor. “We’ll be on a world stage … in front of our employees and neighbors.” In November we reported that GM will give a new Escalade to the Super Bowl’s Most Valuable Player.
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