Filed under: Sedans/Saloons, Marketing/Advertising, Chevrolet
GM readying $100m Malibu ad campaign
Click the image above for more high resolution pics of the 2008 Malibu
GM is on the precipice of launching in the next few months three of the most important cars in the entire corporation. The 2008 Corvette and Cadillac CTS have been on the cover of virtually every enthusiast magazine, and us bloggers have been providing consistent updates via the web. The third and least-covered of GM's new models is the 2008 Malibu, but GM isn't taking lightly the importance of Chevrolet's midsize sedan. It's planning on bringing the Malibu to market behind the strength of a $100m ad campaign. With the Malibu set for a November 1 sale date, expect to see plenty of TV spots, radio ads, a print and web campaign, and maybe even some billboards this fall. $100 million is a lot of money (we checked). Toyota used a similarly-sized war chest to launch the Camry last year, and we can expect the Malibu to measure itself against the midsize sales king when it arrives.
While the upgraded Corvette and CTS bring much needed credibility and cash to GM, the Malibu may be the biggest launch of the three. The midsize sedan segment is huge, and GM can add to its retail market share if the Malibu is a success. The General is even planning on cutting fleet sales by half to about 20% of overall sales, which will boost resale values and lower lease prices (or lease incentives) at the same time. While the new Vette and CTS get all the headlines, GM is smart enough to give the Malibu the lion's share of the ad dollars.
[Source: Detroit News]
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Reader Comments (Page 1 of 2)
DriftPunch 9:16AM (8/17/2007)
Good looking exterior! The interior looks good in one color (perferably sand-kahki), but weird in two tone.
I wonder what the fuel economy is?
I wish them luck...
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ml 10:37AM (8/17/2007)
Drift....The fuel economy is 22/30 on the new Malibu.
http://www.freep.com/apps/pbcs.dll/article?AID=/20070817/BUSINESS01/708170378/1002
3cubed minus 3squared plus1 9:18AM (8/17/2007)
I love the overall shape of the vehicle, but it looks kind of big for a mid-size. Maybe it will look smaller in person than in pictures.
And hopefully the front looks more attractive in person too.
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The Other Bob 9:53AM (8/18/2007)
I wouldn't be surprised to see this car larger than the current Malibu because it may become Chevy's largest fwd car offering when the Impala goes rwd.
This car should get pretty good mileage as it will be the only car in its class with an available 6 speed auto paired with a 4 cylinder. I just wonder what the point of the mild hybrid version will be.
Tagg 11:41AM (8/17/2007)
The front looks great but the rear....not so much. It looks like they either ran out of money or ink in their pens when the designed the back.
Petey 9:25AM (8/17/2007)
Meh, GM ALWAYS boasts about their products like this... the Cobalt was suppose to be a Civic/Corolla killer. The CTS was going to take over the world, their vans were going to steal sales from Chrysler, the Aura is going to beat out the Camccord, etc... illusions of grandeur, is the term.
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Viv 10:25AM (8/17/2007)
Have you ever even driven an Aura?
psarhjinian 10:50AM (8/17/2007)
I have driven an Aura. The Fusion is a better car, and the Accord is better still.
Harry Ariola 8:18AM (8/28/2007)
Actually, the term is 'delusions of grandeur'.
Dave 11:10AM (8/17/2007)
I also drove an Aura. I like the Fusion and the Altima better.
RickCA 1:47PM (8/17/2007)
This thing looks GOD awful.. the interior is the same of that in a cobalt! Maybe they should have spent some of the advert $$ in designing a quality car that will sell itself like the 3 series! (granted different catagories but same principle)
RickCA 1:47PM (8/17/2007)
This thing looks GOD awful.. the interior is the same of that in a cobalt! Maybe they should have spent some of the advert $$ in designing a quality car that will sell itself like the 3 series! (granted different catagories but same principle)
AlexP 9:26AM (8/17/2007)
I'm guessing it's about the same size as the current Malibu, which my mom has... Um, yeah. Probably as low as the current model, too (seriously, I actually have more headroom in my G3).
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georgejetson 9:31AM (8/17/2007)
You guys really think the mid-cycle Corvette refresh is that big a deal? I think it pales in comparison to the crossovers, the hybrid SUVs, etc.
Oh, and Petey: you might want to actually DRIVE an Aura before you dismiss GM's efforts. Damn good car.
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psarhjinian 5:09PM (8/17/2007)
The mid-cycle Vette refresh is a big deal. Finally we have a Vette with more steering feel than an Impala.
I swear, GM powertrain does amazing work, but whomever designs their steering racks should've been fired two decades ago.
realhawker 9:36AM (8/17/2007)
This looks pretty good... I like the interior better than the Saturn, but I prefer the grill of the Saturn.
I think they could be better off losing the bow-tie in the grill. So many cheap cars have just skewed my opinion of the bow-tie... I relate it to cavaliers and the earlier malibus.... I am not thinking Corvette. It also doesnt tie in well with the exterior and interior colors/scheme.
It seems these Opel designs seem to be working well them.
Between this and the Outlook/Acadia I have a better feeling about GM cars.
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George Stewart 10:21AM (8/17/2007)
the bow-tie is Chevy so I dont think they can do away with it, but yeah when you starting looking at something like this , it seems kind of basic.
maybe someway to do a stylistic version...
the marais 9:54AM (8/17/2007)
It seems that GM is a taking at least one page out of its 1980s playbook: share visible interior components across the brands. I remember that when my 1991 Grand Am was stolen in 1995, the police said that they were hot cars to steal, especially the radios, since the parts were all interchangealbe with other GM automobiles.
Chevy's center console shares alot, almost too much, with the newer Saturns. The center stack looks pretty much Aura-ish (even though the Aura interior is super nice IMO). I would like to see GM's brands have different interior design aesthetics for each mark. Instead of a consumer choosing between a Camry and an Aura/Malibu -- GM is somewhat pitting the Malibu versus the Aura.
My two cents is: share aspects among cars what consumers CANT see, rather than what they can.
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Dave 10:10AM (8/17/2007)
Does anyone think the front of this looks the Camry? From the front and the side it looks bloated just the current Camry
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geo.stewart 10:15AM (8/17/2007)
Sorry, but I am impressed.
I think the Aura is terrific. This Malibu looks good, and I like the 2-tone personally. This looks, by photo, head and shoulders above the last two malibus.
It does look Impala-sized but guessing its Aura sized since I'm pretty sure they share a platform.
If the interior is as nice as the Aura, then it should be able to take some Camry Accord sales. Certainly will do better than Ford's Fusion.
Aura was never intended to kill the Camry, sorry its just not a volume brand. Chevy is.
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