LaNeve says that Chevy ads must change
"Like a Rock" might now refer to how quickly Chevy drops its long-time advertising agency if it doesn't get with the program. According to Advertising Age, GM marketing chief Mark LaNeve sent a stern message to Campbell-Ewald, the agency responsible for the bulk of Chevy's ads since 1922. LaNeve's message? Chevrolet is a "smart choice" and shoppers need to know it. With stagnant sales and a $756 million ad budget, the company needs results and LeNeve apparently thinks this is the way to get them: open a can of whoop-ass under business partners that may be getting complacent. LaNeve has a good point. The quality of American cars has increased greatly in recent times, but prices have remained fairly steady. He thinks car buyers need to be told that choosing a Chevy is a "smart choice" because you're not paying a premium for buying Japanese.
Reshaping attitudes can be difficult, however. Many people still believe American cars are inherently inferior than their Japanese competition. Whether through personal experience or second-hand information, some buyers feel Japanese, and increasingly Korean cars, are somehow better. We're not sure how much one ad agency can do to fix that, but simple grids with features and prices won't cut it anymore. Maybe a move like parking Accords and Camrys in Chevy dealerships will help, but only if the dealers can get people to try them out. And if the product is truly competitive.
[Source: Advertising Age]
Reader Comments (Page 1 of 4)
darkNIGHTS 3:58PM (6/05/2007)
Too bad that Japanese cars still are better, the reliability tests show this.
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Paul 4:04PM (6/05/2007)
You must be reading different reliability tests than the rest of us... Toyota hasnt been plauged by recalls over the past 12 months or anything... oh wait... yeah they have been.
FLR 4:05PM (6/05/2007)
What tests? Consumer Reports or JD Powers? LOL
My mom has had two straight Honda Accords in the past 8 years. She's had more recalls and visits to the dealership than my 2000 fbody. That is truly sad!
Viv 4:17PM (6/05/2007)
Yeah the tundra and accord are setting the world on fire without any recalls right?
Don 5:34PM (6/05/2007)
Yeah, IF you're one of those schmucks who doesn't know any better.
Reality Check 6:28PM (6/05/2007)
Can you get me those tests! I didn't know any companies really ran tests, or are you saying consumer opinion.... There is a big differance.
darkNIGHTS 7:48PM (6/05/2007)
Well, that's great that you don't know any tests, that doesn't mean they don't exist.
Here's one.
http://www.cnn.com/2005/AUTOS/10/26/cr_most_reliable/index.html
Barney 5:45PM (6/05/2007)
"My mom has had two straight Honda Accords"
So it would seem in your words that your mother is being forced in buying this car or your claiming she must be stupid. If your mother had two Accords in eight years, she must then not have the same complaints. It's surprising and unusual that you would compare a pickup truck to a sedan and particularly a Ford in a blog about Chev advertising.
Big Mike Wood 4:15PM (6/05/2007)
This will be a hard sell to the uninformed public. Sure, if you're a gearhead and keep up with the automotive industry you know that American cars are as good and in many cases better than their foreign made counterparts but reputations can't be changed overnight. There's a whole generation that has grown up thinking that foreign cars are better (and they were back in the olden days) and it'll take something significant to get them to view American cars with an open mind. It took GM, Ford and ChryCo 30 years to dig this hole and it may take them 30 years to get out of it.
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Tyo 4:17PM (6/05/2007)
Im a GM guy, to get that outta the way. I truly feel that american cars are more reliable, within their given lifespan. Ive had this argument with a friend of mine who's owned 4 or 5 accords and has them back to the dealer constantly. (92,96,98,2000v6) They were all bought with over 100,000 miles on them and made it to at least 200,00 still running as they did. Now on to my history. Ive owned nothing but GM products and all of mine lasted to exactly 150,000 miles (give or take 1,000 or two) and then the head gaskets and intake manifold gaskets always would go, gas tanks start to leak around then too. I consider my GM's trusty reliable tanks...right up untill that 150k mark. Then i discovered somethinbg all gm buyers need to be aware of. GM engines with different cylinder heads and engine block materials (iron block/alum heads) have gaskets that are DESIGNED to fail, the reccomended maintenece usually will come right out and tell you to replace gaskets at 100k. I think reliability is subjective
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carjunky-o 4:18PM (6/05/2007)
Yes, with all respect, I still think Toyota and Honda have superior build quality. Yes, GM has really stepped up over the last couple of years, but I would continue buying Japanese for long-term durability--at least for a sedan. Look at '95 Accords or Camrys. Both have held up well. Look at a '95 Grand Am. Crap. I am still not convinced at all that GM is building their cars at as well as Toyota and Honda. I feel the post made poorly-cited assumptions and therefore was biased. In all fairness, however, the '08 ('09?) Malibu looks awesome. I would definitely test drive one and then...who knows?
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Rocket Punch 4:19PM (6/05/2007)
They need to put more cow bells in the ad.
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willem 4:21PM (6/05/2007)
Japanese "cars" are soulless, over-hyped, over-priced and miserable rattle-trap crap. They were never anything special to begin with and even the Koreans make more sound cars that are aesthetically pleasing. GM represents great value and won't leave you stranded in your time of need. Americans deserve better and they'll find it in GM and domestic cars and trucks in general. Don't fall for the "Japanese cars are better" lie.
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carjunky-o 4:37PM (6/05/2007)
That is ridiculous. I bought a '90 Accord with 140,000 miles as a high school senior in 2001. It was quiet, cruised extremely well, and extremely well-built. It carried me all the way through college, the only problem being an inoperative cooling fan. I sold in in 2006 with 210,000 miles for 2/3 of what I bought it for. It NEVER burned oil. If, at the time, I had bought a similar GM sedan, I have no doubt it would have made college MUCH more stressful. I now own a '96 and an '06 Accord. As far as I'm concerned, they are some of the best built cars in the world. I makes me angry that people choose to ignore obvious examples like this. I completely appreciate Honda for building a car that works right. GM has gotten better, but Honda and Toyota have always been great.
Craig 5:13PM (6/05/2007)
"Japanese "cars" are soulless..."
And nothing screams "soul" like a new Malibu or G6 or Monte Carlo or LaCrosse. Those cars have soul in spades.
John R 9:40AM (6/06/2007)
Yeah, cause the Nissan Z-cars and Skyline GT-Rs, Honda NSX, Prelude, Integra GS-R and Type Rs, Toyota Supra, Toyota MR-2, Mazda Miata (MX-5), Mazda RX-7, Mazdaspeed 3 and 6. Mitsubishi Evo, Subaru WRX and STI were "souless".
*sigh*
http://www.youtube.com/watch?v=twhQKfQSQP8
70Olds 4:30PM (6/05/2007)
@ Rocket Punch, hilarious! You made my computer wear my coffee
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Bennet Pullen 4:32PM (6/05/2007)
To all of the people who bring up recalls when the Domestic vs Japanese reliability thing comes up:
For most of the people I know, myself included, are not that concerned with recalls. If there is a recall it means they fixed something, so it is not a problem anymore. That is a good thing. Sure there is a dealer visit, but it is scheduled and usually you can just wait till your next oil change or whatever.
Quality is WAY more of an issue when there are lots of things that break but none of them are enough of a hazard to warrant a recall...
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Jer 7:16PM (6/05/2007)
I would have to disagree. Although there were not many bright spots in the early 90's GM lineup, I owned a 92 Buick Regal with the 3.8L v6. Put 235,000 miles on it and just sold it 2 years ago. Not one major problem with the car, and I only sold it because it needed new struts and brakes and that was going to be more costly than 8 months of a new car payment.
Thomas 4:41PM (6/05/2007)
I've told people for years that GM's ad people were secretly being paid off by Ford. Seriously... the GM faithful will buy GM regardless... so there is no need to advertise to them.
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