Filed under: Car Buying, Sedans/Saloons, Chevrolet, GM, Honda, Toyota
GM backs off in-store Malibu vs. Camry comparos
When news came back in May that GM would encourage Chevy dealers to have a Camry on hand for customers to compare directly to the forthcoming Malibu, we lauded the company for walking the walk. Similarly confident in the Saturn Aura, the General ran a program earlier this summer in which Aura shoppers were offered comparison drives in both the Honda Accord and Toyota Camry. According to GM, the Saturn program was a success, and Aura sales rose during the promotion. Despite that, the Malibu vs. Camry deathmatch is now officially DOA.
No specific reason has been given for the change of heart. A GM spokesperson says only that "it's been off the table for quite some time" and that "it wasn't the best approach" for the Malibu. The (undoubtedly significant) costs associated placing comparison vehicles in the 4,000+ Chevy dealers was said to not be a factor in the decision.
[Source: CNNMoney]
Gallery: 2008 Chevy Malibu
GM still plans to promote the hell out of the Malibu. After all, it's set to begin a $100M ad blitz to launch the sedan, and you can expect the automaker to emphatically make the case that it is a better pick than the two class-leading juggernauts, Accord (also brand-spanking new for '08) and Camry.
We wonder if the Chevy program was shelved because a simple Camry vs. Malibu comparison would have been seen as showing less confidence in the product than the 3-way that Saturn dealers ran. The Saturn program's timing allowed it to pit '07 vs. '07 vs. '07, with the imports both being well-known commodities. The '08 Accord's arrival changes things, because after all, it's also brand new, and is likely to make a vastly different impression than the '07, and GM isn't about to act as a supplemental marketing arm for Honda's latest car. Sure, the General might well go ahead with a showroom throwdown between Malibu, Toyota and Honda at some point, but you can bet that no such thing will happen before GM spends some significant time with the newest Accord. Until then, shoppers will have to compare them the old-fashioned way and head to the cars' respective dealerships.
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Reader Comments (Page 1 of 3)
Devin 3:37PM (9/02/2007)
Yeah, GM is gonna be takin some major shit for backing off of this one. Don't get me wrong, I'm rooting for GM in their turnaround, but this is not gonna go over well in the message boards, mark my words.
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SSBR 6:13PM (9/02/2007)
Agreed. They will get flack from Toyota fans alike. Given, I don't think Toyota (or Honda) should lose any sleep over a new Malibu, but this is the best Malibu GM has offered in the decade. GM should have more confidence, but GM is smart. The Camry is a well refined and now upscaled family sedan. The Malibu is priced below a Camry as this is GM's cheap family sedan offering.
d_x 9:44AM (9/04/2007)
All I have to say in reply is... oh noes
Something tells me that the people who decided against this ad campaign even thought for a second about the (mostly already anti-American made) internet message boards.
JC3 9:33PM (9/02/2007)
They must have realized that it may have been too much work for their salespeople to do research ,anticipate a line of questions etc.for their comparision schtick on top of their other responsibilities.
Don 3:22PM (9/03/2007)
Hey, I WANT the Malibu to win this type of comparison...but against the Camry and a brand new, benchmark Accord? I dunno...
Sam 3:44PM (9/02/2007)
So finally, the first decent looking Chevy sedan in... well, longer than I've been driving (~15 years), and no manual-transmission available?
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Mayur 3:52PM (9/02/2007)
GM is gonna get bashed out the ass for this one by all the import fans, including me.
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The Other Bob 6:19PM (9/04/2007)
Oh well, now you will have to drive next door to test drive the competion. Such an inconveinence.
TriShield 3:52PM (9/02/2007)
It's probably just as well because the Impala is closer in dimensions to the Camry and the recently upsized Accord. Too bad the next Zeta/G8-based Impala isn't due before 2010.
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Reality Check 4:12PM (9/02/2007)
It's not that big of deal but all 3 are close enough is size so as not to be a deal killer.... I will say it will be nice to see colors beside black used in the interiors. Both Honda and Toyota have gone over board with the black intiriors!!!!
Rob 4:12PM (9/02/2007)
When do the new Malibu's come out? I followed one down Hall road today.
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Alex Nunez 7:29PM (9/02/2007)
Full production starts in October. I'd guess they'd start appearing in force around the end of the year.
Rob 10:10PM (9/02/2007)
Regardless of when they come out, the car definitely looked good. I can't speak of the interior, but the exterior looked great. My wife definitely thought it looked nice. Doesn't really look like a sub 20 grand car.
Barney 4:14PM (9/02/2007)
Withdrawing the plan will do worse then having started it. I don't imagine to many dealers were involved to begin with though. I doubt the general public will even notice.
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Carlos 4:14PM (9/02/2007)
Does it really look that great? I mean, the inside does, especially after the depressingly dreary old one, but that front grille is awkward.
The Camry's is too... but there's a lot more bashing there than there is for the equally inelegant Malibu nose.
I doubt there's much between the two in any way. They've both traditionally been remarkably numb to drive.
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Jason 4:17PM (9/02/2007)
The interior shots shown in the linked gallery are a rendering. I remember renderings of the last Malibu interior... I remember thinking to myself "Maybe they're going to turn it around this time." Of course, they didn't. I'll have to see this in real life to make a final judgement (as I did the last one), but don't go by the renderings, FYI.
Blake 4:29PM (9/02/2007)
Come get your slap.
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Pete 4:43PM (9/02/2007)
I have seen the car in person those pictures are not renderings its the actual interior.
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Mayur 4:44PM (9/02/2007)
Ivey League Educated you are soo correct. This car will be a fleet whore.
Also I like how all the GM fanboys are completely ignoring the article and are talking about its styling instead.
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Stéphane Dumas 5:06PM (9/02/2007)
the trouble is, the Camry now want to compete for the fleet whore king ;-)
http://www.fleet-central.com/af/t_resources.cfm?action=af_stat
http://www.fleet-central.com/af/t_pop_pdf.cfm?action=stat&link=http://www.fleet-central.com/af/stats2007/27_Registrations.jpg