It isn’t going to be easy for automakers to recuperate. Ewanick, GM Vice President of Marketing, explained this to Automotive News. Bankruptcy and a huge turnover have left GM in a position where deals are made to move a ton of product. Cutting deals is not the future Ewanick looks forward to with quality vehicles being the focus.
Knowing the importance of a brand
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. Automakers must embrace the discipline necessary to rebuild faceless automotive brands which were buried under the fire sale mentality. Brands really have to try and become public and important again. Ewanick feels like “people purchase brands, not really products”. Ewanick used Chevrolet as an example as Chevy has always made marketing important with Americana that shows lots of soul and a lot less numbers.
Factory incentives nevertheless are important
Factory incentives are likely to continue. Ewanick believe these and dealer incentives aren’t dead. He thinks brand story should be important. This shouldn’t be higher up on the scale. Automotive brands are remembered via style, quality, efficiency and dependability. This will drive the sales while discounts are merely a bonus. Automakers are likely to have to reach out to customers again with brand strength. In the past, automotive marketing dealt from a position of strength, using stories to create a bond with customers. Chevrolet’s Corvette SS and Stingray will be targeted to a new audience. Younger generations of auto buyers will be targeted. Targeting with brands nevertheless works. It shouldn’t be stopped.
Discounts won’t work also as customer understanding
Customers will not have a relationship with you if you are constantly giving out sales rather than just each and every so often. The auto bailout – where those teetering businesses which were “too big 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. The focus of each automaker should be simple. Focus on what Americans want in their vehicles.
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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