General Motors’ Bob Lutz has never been one to hold back his opinions – as seen by his take on global warming – and the 77 executive plans to bring that candid mentality to GM’s marketing department. Lutz was named GM’s new marketing head after the Detroit automaker emerged from Chapter 11 bankruptcy last Friday.
Lutz says his goal as GM’s marketing head will be to create advertising messages that “not only break through but actually leave consumers with an enhanced view of each of our brands.”
Lutz has some work ahead of him as he is not pleased with GM’s current ad direction. When asked by Automotive News about a recent Buick Enclave spot, Lutz responded: “Let me put it this way: That Buick commercial tested very well, which is not the same as saying that it’s an effective ad. I think you will very quickly see a drastic change in the tone and content of our advertising. And if you don’t, it will mean that I have failed.”
The key to GM’s marketing revolution will be clearly differentiated vehicle lines. Chevrolet will remain GM’s volume brand while Buick will stand as the automaker’s softer luxury division. Cadillac will retain its harder-edged art and science design theme as well as a more performance oriented nature.
In fact, Lutz says GM intends Buick to closest rival Lexus while Cadillac battles the luxury nameplates from Germany. However, that plan could blur the lines between the two brands as Lexus goes toe-to-toe with the German brands in all but a few segments.
