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Posts Tagged ‘Chevrolet marketing’

Another Chevy Shake-Up as Perry Resigns Marketing Post

No replacement yet named.

by on Dec.19, 2013

Chevy marketing chief Chris Perry introducing the 2013 Impala at the NY Auto Show.

The revolving door at the General Motors marketing department has been spinning fast the last couple years, and nowhere is that more apparent than Chevrolet which is losing another top manager as 2013 draws to a close.

The latest to depart is Chris Perry, who has been overseeing the Chevy brand’s U.S. marketing operations. Perry joined GM in 2010 after a stint at Hyundai.  Though his unexpected departure is creating plenty of buzz, there’s no clear explanation for the move which comes just weeks after Perry’s boss, Chevy global sales and marketing chief Alan Batey was appointed the new president of GM North America.

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For his part, Batey kept his comment on Perry’s departure short and sweet, noting “GM would like to thank Chris for his dedication and contributions, and wishes him well in all his future endeavors.”

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Chevy Names Batey New Global Brand Boss

Move comes days after Docherty’s unexpected resignation.

by on Jun.25, 2013

Chevy's new global brand czar Alan Batey.

Just days after the head of Chevrolet’s struggling European arm unexpectedly tendered her resignation, General Motors has appointed Alan Batey as its new global brand czar.

The appointment is one of a series of actions by GM meant to shore up Chevy’s image not only in the U.S. but in worldwide markets that have come to increasingly dominate the bowtie brand’s sales.  Nearly three of every four products badged Chevrolet will be sold outside the U.S. in 2013, GM forecasts.

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“Chevrolet is our mainstream global brand, and with the growth we are experiencing and the barrage of new products we have coming, the time is right for us to have a single leader responsible for managing the brand around the world,” said GM CEO Dan Akerson.

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Marty’s Marketing Minutia: Who the Hell is in Charge at GM?

Time to stop blaming Joel Ewanick.

by on Mar.15, 2013

GM would like to blame all its sales and marketing woes on former CMO Joel Ewanick - but maybe it needs to point elsewhere, says columnist Bernstein.

The advertising business is loaded with cliches but perhaps the most pertinent is, “An agency is only as good as the client lets it be!” Yet, when the ads aren’t working it never turns out to be the clients fault, it’s always the agency’s.  Ha! It is the client who establishes the marketing goals and objectives, often in a vacuum of reality, understanding and experience.

And then there’s the wonderful phrase, “We have a strong agency – client relationship!” Double-Ha! That’s the kiss of death. There is no such thing as a long lasting agency/client relationship. At best it is confrontational, more likely acrimonious and seldom harmonious.

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The ad agency news this week emanating from General Motors’ Renaissance Center headquarters makes the political mess in Washington seem almost trivial, doesn’t it? The rather nasty innuendos and evil repercussions are intended to put the blame on one person, Joel Ewanick, which is a crock. True, as global Chief Marketing Officer, Ewanick had plenipotentiary powers bestowed on him by the CEO and board of directors. But the marketing ship was already floundering with its sails and rudders gone and no captain. And it’s unclear anyone really wanted Ewanick to do what was necessary to make GM’s marketing operations ship-shape.

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Mahoney Named New Chevy Global Marketing Chief

Mahoney defied gravity – and recession – at VW and Subaru.

by on Feb.25, 2013

Chevy's new global marketing chief Tim Mahoney.

General Motors is reaching outside its ranks to bring in an outside fireman to help shore up marketing at the big Chevrolet brand – which suffered an unexpected decline in U.S. and global market share last year. Tim Mahoney, who helped both Subaru and Volkswagen defy gravity during the most recession recession, will become Chief Marketing Officer Global Chevrolet and Global GM Marketing Operations Leader, effective April 1.

Mahoney, who gave no sign he was preparing to leave Volkswagen of America, Inc. during appearances at the Chicago Auto Show earlier this month, has had something of a hot hand in the past five years during a recession-ridden era when car sales have been hurt by weak consumer confidence.

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For the past two years, Mahoney served as VWoA’s executive vice president and chief product and marketing officer, overseeing a wave of clever and creative advertising that finally helped the German automaker overcome years of inertia to chalk up the healthiest sales growth it has experienced in the U.S. market in four decades.

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GM Names Ewanick Global Marketing Czar

“All good marketing is done locally.”

by on Dec.17, 2010

GM's new global marketing czar, Joel Ewanick, at last month's Los Angeles Auto Show.

As the new global marketing czar for General Motors, Joe Ewanick knows that the worst thing he can do is try to dictate how to advertise a Chevrolet in China or an Opel in Austria.

“All good marketing is done locally, first,” said the 50-year-old Ewanick, who first joined GM, earlier this year, as head of North American marketing.

Nonetheless, that doesn’t mean that GM’s various regions should operate as individual fiefdoms, stressed Ewanick, in a conversation with TheDetroitBureau.com.  The challenge is to find a common theme – and one that is driven by customer needs and desires – that can help shape a consistent brand message around the world.

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That’s all the more important in the wake of the 2009 GM bankruptcy, which left only four North American brands standing.  Chevy, in particular, is rapidly becoming a global nameplate, along with German-based Opel.  And with GM focusing on the development of global product platforms, it makes it easier to come up with consistent messaging to back those products – as long as the marketing campaigns reflect the differences of local markets.

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General Motor’s New Marketing Czar Quickly Stamps His Own Imprint

Latest move: Campbell out as Chevy general manager

by on Aug.20, 2010

Chris Perry is the new marketing chief at Chevrolet.

Since emerging from bankruptcy, last year, General Motors has struggled to pick up its normally torpid pace, and no one seems to be more willing to move on Silicon Valley time more than the maker’s new marketing czar, Joel Ewanick.

Since arriving in Detroit, earlier this year, from Hyundai — via a brief detour to Nissan — Ewanick has shown himself anything but content with the status quo at GM’s oft-maligned marketing operations.  The former Hyundai wiz kid has tossed out old ad agencies and created new alliances.  Now, Ewanick is at it again, shuffling management at GM’s largest and most important brand.

Then again, ousted Chevy General Manager Jim Campbell didn’t exactly help his own cause, his relocation coming just two months after attaching his name to a much-maligned memo imploring GM employees to say “Chevrolet” rather than the popular “Chevy” nickname.

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The affable Campbell was generally well-liked within the traditional GM organization.  But the old-boys network has never been weaker at the company, as Ewanick’s soon-to-retire boss, CEO Ed Whitacre, has proven repeatedly, over the last 14 months, with his own grand realignments.  Now, it would appear that Ewanick is looking to stamp his own imprint on the company.  And, three months after arriving at GM, he is placing one of his own guys, former Hyundai marketer Chris Perry, in the critical position of running GM’s biggest and most important division.
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As Goes Cruze, So Goes Chevrolet – And GM

"As important a launch as we've ever had."

by on Aug.02, 2010

It will be no easy Cruze for Chevrolet to regain its once-dominant market position.

Already a year late to market, Chevrolet has a lot riding on its new Cruze sedan, the much-needed replacement for its dated Cobalt model.

A year after it emerged from Chapter 11 protection, General Motors is struggling to stabilize its market share, even though it now has half the number of brands to compete with in North America after abandoning Saab, Saturn, Hummer and Pontiac as part of its court-ordered reorganization.  That means the maker can no longer pick and choose the segments it competes in.  It has to take on rivals like Toyota at every opportunity.

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“This is as important a launch as we’ve ever had at Chevrolet,” says Alan Batey, Vice President – Chevrolet Sales and Service.

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First Look: C6.R and the Production Corvette ZR1

Strongest link thus far between racing and production Corvette?

by on Mar.03, 2010

C6.R and ZR1 differ significantly are in situations where GT rules prohibited the use of the more sophisticated ZR1 components.

Corvette Racing’s second-generation C6.R will be powered by a new 5.5-liter  production-based V8, to compete in the new unified GT class in the 2010 American Le Mans Series, Chevrolet said today.

Corvette C6.R will also compete in the GT2 class at the 24 Hours of Le Mans.

The updated C6.R and the Corvette ZR1 – starting at $107,000 – have a strongest link thus far between the Corvette Racing team and production Corvette. (Well, at least in recent times. ) Both cars will compete on and off the track with more expensive showroom competitors,  including Aston Martins, BMWs, Porsches and Ferraris.

Corvette, of course, has a long history of production-based endurance racing, making its first appearance at the 12 Hours of Sebring in 1956, and its first appearance at Le Mans in 1960. (Click Here)

Then Corvette chief engineer Zora Arkus-Duntov used the racing program to improve the production Corvette, including the development of heavy-duty and high-performance components, as well as the introduction of the race-bred Z06 option on the 1963 Corvette Sting Ray, which remains a favorite among collectors.

Introduced as a 2009 model, ZR1 is the fastest, most powerful car ever produced by Chevrolet.

The transfer of technology between racing and production cars resumed with the start of the modern Corvette Racing program in 1999.

Tadge Juechter, the current Corvette chief engineer says, “Simply put, without Corvette Racing, there would not be a Corvette Z06, much less the ZR1. And, without the foundation of the Corvette C6, Z06 and ZR1, the Corvette Racing team would not be the dominant presence in production-based racing.”

C5-R and Corvette Street performance

Corvette raced the C5-R from 1999 through the end of the 2004 season. The first-generation car scored 35 victories in 55 races, won its class at the 12 Hours of Sebring three consecutive years, posted three 1-2 finishes in the GTS class at the 24 Hours of Le Mans, and earned four consecutive ALMS manufacturers championships for Chevrolet.

It also served as a catalyst for Corvette performance. In 1999, the fifth-generation Corvette C5 produced 345 horsepower from its 5.7-liter V8. Marketing claimed, with some substance in the instance, that it used powertrain technologies developed for the C5R.

Corvette reintroduced the Z06 moniker in 2001, with a 385 horsepower 5.7-liter V8 engine. Current versions start at $75,000.

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In addition, it is said, that the C5-R helped shape the sixth-generation Corvette, introduced for the 2005 model year. Corvette Racing’s influence could be seen in the C6 Corvette design, which featured flush headlights for better aerodynamics; a single, large grille opening for the engine air intake, radiator, and brake cooling; a lower coefficient of drag; and a relatively light 3,179-pound curb weight.   (more…)