When GM launches the 2008 Malibu this fall, look for it to go directly after the Toyota Camry and Honda Accord. Mark LaNeve, GM's sales, service, and marketing VP, says GM will be laying out the reasons why it feels the Malibu is better than its competition in the new ad campaign. We hope to see the fur start to fly in the bread-and-butter sedan arena, with response ads upping the ante before being met with another challenge. LaNeve acknowledges that it will be a hard battle to pry backsides out of the Camry or Accord (especially with an all-new version of the latter), but GM's got an excellent car in the new Malibu. The assault on the incumbent evergreen models is already going on over in Saturn stores, where GM's actually placed the competitor's cars in the showroom next to the award winning Aura.
Customer research has told GM that import owners would be persuaded to buy a different brand that is as good or better than their current car, but only actual results will prove the hypothesis. One possible bone of contention is residual value, where the well-burnished reputation of the segment leaders has them holding on to nearly 50 percent of their original sticker after three years, versus about 35 percent for the Malibu. Instead of buying a car based on how much you can get for it in three years, we suggest you buy a car you're happy with, and we see a lot that's encouraging in the new Malibu. Heck, you might even want to keep it after it's paid off -- imagine that! Besides, if the car lives up to the expectations GM is whipping up for it, resale values will rise as word spreads. We can't wait to try one.
[Source: Automotive News]
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Reader Comments (Page 1 of 4)
Tim @ Aug 29th 2007 9:46AM
Best Car in Class "Mission Accomplished", Bring the competition On! Yeeeehaaaaaaa
hotrod @ Aug 29th 2007 9:52AM
Before the hater chime in...
I was never a fan of the Malibu. I thought they were awkward looking and generallly pretty lame.
Last year my mother bought an '06 Malibu Maxx...
It completely changed my mind. It was comfortable, quiet, had decent power, a quality stereo, and a lot of really nice thoughtful touches throughout. Most importantly, I fit in the back seat without even touching the seat in front of me with my legs! I'm 6'1" and that was like a dream come true for a car this size.
By all accounts this one should be even better, so please give it a chance before you knock it. It really is worth a look.
Jim in Tampa @ Aug 29th 2007 10:24AM
hotrod . . . The Maxx is a great car.
SSBR @ Aug 29th 2007 10:50AM
The new Malibu is definately no question a 1000% improvement over the last (all) generations of the modern Malibu. But is it too little, too late? Accords and Camry's are dominating the family sedan market, and the Sonata is dominating the lower end of the family sedan spectrum. GM is always slow to react. Finally, it has gotten some of its act together, but I think it might be too late. GM shouldn't expect to shut down Toyota and Honda anytime soon. Maybe a few more generations of Malibu's they can make a dent, but I am afraid it won't happen anytime soon.
I have also driven the Aura, and boy it does not drive like a Saturn. Its a great car, and looks very good (Better looking then Accord. On the same par as the boring but handsome Camry). Accords and Camry's are upscaled now, what Chevy should have done was to do this with there Buick line. But that line is so severly messed up, no one would touch them.
Good luck to GM, they will need it.
Matt @ Aug 29th 2007 3:06PM
I agree hotrod. I have an 07 G6, which is based on the Malibu Maxx' platform. The vehicle is comfortable, very quiet, and quite powerful (3.5l V6). I don't know how many times I've heard that my G6 doing 80 on the highway is "the quietest car I've ever been in" by random people.
That and my girlfriend loves tearing up the northern wooded roads in Wisconsin with it. :)
Don @ Aug 29th 2007 5:27PM
Don't get all excited, Tim. I fully expect the new Accord to be the official benchmark in its class.
But I'm rooting for the Malibu like no one's business!
jon @ Aug 29th 2007 9:50AM
Don't you think that even if the Chevy is the best in class it still has an uphill battle as it relates to image. People that buy Honda's and Toyota's are so loyal to their respective brand I don't see them getting into a Chevy even if it's superior. Maybe it's just me but I am a fan of US brands as I drive a new Jeep but we were shopping mid-size sedans for my wife and I just couldn't get excited about any of the big three sedans. We looked at Accord and even the Civic. Nice appliances, would of been the smart thing to do but they just didn't excite me at all. We ended up with a VW Passat. Fun car to drive. Hopefully the Chevy can compete but no matter how good of car it is I think it will be tough to gain Honda and Toyota drivers.
geo.stewart @ Aug 29th 2007 10:59AM
those shopping for an appliance wont budge out of their Toyota or Accord, but others who want to enjoy what they buy will look at this I think.
I've heard lots of good press from owners of current Malibu owners and friends, and it is in the plainest wrapper possible. As has been mentioned, I think the looks alone on this will bring people in and I think many will be sold. This interior is H&S above the Ford. overall better than H&T
Bob-omb @ Aug 29th 2007 11:12AM
Geo, get a clue. I still love the "appliance" mentality from the haters. This Malibu will be much more soulless to drive than an Accord is.
naggs @ Aug 29th 2007 11:37AM
bobomb, apparently GM disagrees
Travis Rassat @ Aug 29th 2007 2:58PM
I agree with Bob-omb. The appliance accusation is pretty laughable in my opinion. For a lot of people, an appliance-like car is a good thing. It seems there are a lot of people who don't know how to change their own oil or perform any other basic maintenance - they just get in the car, drive it, run it through the car wash once a year, and when it breaks, trade it in for a new one - they just want to use it like they do their refrigerator. These people need a car to be appliance-like - reliable, and available in a color they don't mind. It's just a means of transportation.
I personally don't understand that mentality, as I enjoy doing my own maintenance and believe in taking care of what I have, but to each their own. Apparently, those of us who truly want to love the car they drive are a dying breed. The automakers know their customers better than I do, and that's why they build, sell, and service the cars they do.
Dave @ Aug 29th 2007 9:58AM
This car is gorgeous in person - MUCH better than in pics.
That will bring people into the showrooms more than the ads will.
Dan Roth @ Aug 29th 2007 10:12AM
Dave, yes it really is very handsome. The Malibu, even now, is a decent car, this new one holds great promise.
phil @ Aug 29th 2007 4:22PM
Agreed, the new Malibu looks very nice in person...looks more than it costs.
Justin @ Aug 29th 2007 10:19AM
Oh yea, because GM would totally sit there and say the Accord or Camry is the best car. Pshh...
It's nice, no doubt, but I still wouldn't buy it over the competition. Maybe next generation though if they keep pace with improvements.
Egon Pax @ Aug 29th 2007 10:26AM
Although this Malibu isn't on my list of cars to buy (the new CTS is,) I'm really digging the interior for this price range/type of vehicle. It looks more upscale than previous generations and the two-tone job is nice.
d @ Aug 29th 2007 10:34AM
Still powers the wrong pair of wheels. Thanks but no thanks.
djSyndrome @ Aug 29th 2007 11:36AM
So does all of its primary competition. What's your point?
Stoneman @ Aug 29th 2007 1:47PM
It lacks AWD. I'd get a Legacy over this.
Tool @ Aug 29th 2007 10:35AM
GM has really nailed it. This is a home run.
Each generation of the Malibu has been consistently better. Now they have a vehicle that is very attractive along with world-class accoutrements.
Way to go. This is how you do it. Build strong franchises that get better and better each and every year. Take Toyota on and you can win.