It isn’t going to be easy for automakers to recuperate. The Automotive News reports General Motors’ Vice President of Marketing Ewanick saying this. Product is moving fast for General Motors with all the bargains being cut. It is only that way because General Motors had endured a huge bankruptcy leading to a large turnover. Ewanick hopes to change things to General Motors is more focused on making quality vehicles rather than cutting bargains.
Brand recognition is essential
The auto bailout has made it possible for a new focus on design and quality. Ewanick really believes this. The style of the Cadillac has kept it going. It is unique and customers want that. Automotive brands that are simply trying to sale have to start working on model recognition instead. Brands really have to try and become public and important again. Ewanick feels like “people buy brands, not products”. Chevrolet previously used Americana in its advertising, and when that business may not continue within the exact same vein, Ewanick believes that Chevy gets it – a type has to have soul that goes far beyond the numbers.
Still seeing the factory incentives
Factory and dealer incentives are far from dead, Ewanick says. He thinks brand story should be significant. This shouldn’t be higher up on the scale. Style, quality, efficiency, dependability and all the other hallmarks of a well-marketed automotive brand should drive sales, when discounts will still be there as a garnish. Automakers will have to reach out to consumers again with product strength. Stories are what automotive marketing used to get to customers before. Younger generations of car buyers are being targeted by brands like Chevrolet’s Corvette SS and Stingray. Past mystique shouldn’t be buried, as it’s not dead.
Discounts will not work also as consumer understanding
Everyone enjoys a good sale, however regularly rolling out the shiny banner does not build strong relationships with customers. The auto bailout – where those teetering businesses which were “too large to fail” fed upon taxpayer dollars for sustenance – damaged the reputations of automakers nationwide. The price has now become too low to ignore on many different cars. Unfortunately this ends up hurting America’s automotive industry that used to have lifetime buyers. Knowing what consumers want in an auto should be the focus of each and each automaker, not necessarily just a select few.
Discover more information on this subject
Auto News
autonews.com/apps/pbcs.dll/article?AID=/20100906/RETAIL03/309069996/1018
linkedin.com/pub/joel-ewanick/5/42b/30a
Even dealers suffer from a mysterious lack of marketing
youtube.com/watch?v=EALK_LZ_Zgo
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