• Jun 5th 2007 at 3:49PM
  • 51
"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]


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  • 51 Comments
      • 8 Years Ago
      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.
      • 8 Years Ago
      I think GM used the american songs in their adds to counter Toyotas` waving the American flag and trying to be Amercan.
      Will the real American please stand up we all know who you are.
      I can`t believe so many are put off by GM being patriotic. Thay have more right to be than Toyota.
      Then again maybe not, since Toyota hit the mother load in America. Toyota should wave the flag after all.
      • 8 Years Ago
      buy a Toyota, please.

      I own TM stock, so your purchases help. I also have friends working in San Antonio for TM, so help them out too.

      We're all Japs, btw the way

      ....wait, no we're not...we're all from Austin...mixed German, Irish, and plain ole 'merican

      ....can it be...an American owning stock in a Japanese company who sells car in the US, built in the US, and designed in the US? what the hell? your head assplodes.
      • 8 Years Ago
      Too bad that Japanese cars still are better, the reliability tests show this.
        • 8 Years Ago
        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.
        • 8 Years Ago
        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.
        • 8 Years Ago
        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
        • 8 Years Ago
        Yeah, IF you're one of those schmucks who doesn't know any better.
        • 8 Years Ago
        Yeah the tundra and accord are setting the world on fire without any recalls right?
      • 8 Years Ago
      Point well-taken, The Other Bob. It is the exclusionary trade-practices and under-handed tactics by those companies colluding with their governments in Asia that are the problem, not the people.
      • 8 Years Ago
      American cars have caught up to their Japanese counterparts in terms of reliability, but they still haven't PASSED them in terms of refinement and build quality. The new cars from GM are getting there, but they have a long way to go.

      As far as Chevy ads, the overemphasis of the American Revolution jingoism is getting to the point of being sickening. They almost make you feel like you're a terrorist if you don't drive something with a Chevy badge.
      • 8 Years Ago
      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.
      -----------------------------------------------------------
      Please go back and re-read what you wrote. Just in case you missed it, this is the year 2007 a.d. No one here denies that the domestics of 10 or 12 years ago and beyone were crappy. Fast-Forward to year 2007 the domestice have made up that ground, and even surpassed some of the imports.

      Don't believe me? Google Honda recalls, Google Toyota Recalls (aka: Technical Service Bulletins)

      TOYOTA RECALLS MODEL CAR SCOREBOARD
      QTY MODEL CAR QTY MODEL CAR
      19 TOYOTA 4 RUNNER Recalls
      17 TOYOTA 4RUNNER Recalls

      8 TOYOTA AVALON Recalls
      38 TOYOTA CAMRY Recalls

      2 TOYOTA CAMRY SOLARA Recalls
      8 TOYOTA CELICA Recalls

      34 TOYOTA COROLLA Recalls
      7 TOYOTA ECHO Recalls

      1 TOYOTA FJ CRUISER Recalls
      10 TOYOTA HIGHLANDER Recalls

      1 TOYOTA HIGHLANDER HEV Recalls
      4 TOYOTA LAND CRUISER Recalls

      4 TOYOTA MATRIX Recalls
      2 TOYOTA MR2 Recalls

      78 TOYOTA PICKUP Recalls
      3 TOYOTA PREVIA Recalls

      10 TOYOTA PRIUS Recalls
      9 TOYOTA RAV4 Recalls

      6 TOYOTA SCION TC Recalls
      8 TOYOTA SCION XA Recalls

      20 TOYOTA SCION XB Recalls
      17 TOYOTA SEQUOIA Recalls

      6 TOYOTA SIENNA Recalls
      7 TOYOTA SOLARA Recalls

      7 TOYOTA T100 Recalls
      40 TOYOTA TACOMA Recalls

      4 TOYOTA TERCEL Recalls
      28 TOYOTA TUNDRA Recalls

      --------------------------------------------------------
      http://www.automallusa.net/01/toyota/recalls.html
      -------------------------------------------------------

      http://www.internetautoguide.com/auto-recalls/01-int/honda/index.html

      Honda Recalls List too long to post here
      • 8 Years Ago
      We need more Chevy commercials with flying car carriers and people leaping off of bridges and overpasses to land on the carrier and claim the Chevy of their choice! Makes me want to go out and buy a new Chevy right now. Yeah, RIGHT!!!

      • 8 Years Ago
      I dunno, I really liked that Aveo commercial with the fat asian guy in a diaper.
      • 8 Years Ago
      Unfortunately for Chevy, Hyundai's already got their Kelsey Grammer "smart choice" ad campaign rolling. Saw a long form version in front of Knocked Up last night.
      • 8 Years Ago
      Recalls are not bad. I like to have a company admit to a mistake and take care of me the customer who spent thousands to own a means of transportation.
      Yes Toyota has had more and more recalls latley may be there finally comming clean. Still its hard to find any media stories about this unless its one of the big 3 then its front page news.
      I rather be pushed in a Dodge than drive a Toyota.
      I know what built America and gave us all the standard of living we enjoy today even though we are losing it.

      Some of us here get it, thanks.
      At least the Europeans give us oportunity in there market. So it you have to, drive a BMW.

      "willem @ Jun 5th 2007 5:27PM
      Let's not mince words here. Don't buy a Toy or other oriental marque if you know what's good for your country's economy. American marques ought to be preferred over all else, but there are other legitimate choices, too. European marques do not engage in the currency-manipulation and dumping practices as the orientals and their product is very good (some are American-owned, such as SAAB, Jaguar and Volvo). German sport/luxury saloons and Italian supercars speak for themselves and are exclusive."

      • 8 Years Ago
      Trying to correlate recalls with reliability is infantile. Things are constantly being fixed or improved, and it is to the customer's benefit to have these upgrades for free.

      The entire paradigm for measuring performance, reliability, cost, etc.. in this industry needs to be re-focused on the product and not just on what the bean counters call "good enough". It's obvious that the bean-counter approach has done nothing but snowball into the mess we have today. Cadillac once stood next to Bentley and Daimler on the world stage - now its just a very nice "Chevy".

      The "Chevrolet" cars need to be where Cadillac cars are today. Cadillac should be in an entirely different league all together.

      But no, somehow we're happy competing for the lower end of the middle ground market, with products from Korea even. That is indeed a SAD state of affairs.
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