REPORT: Bob Lutz "crapped all over [GM's] advertising," went on holiday
It's no mystery that Bob Lutz wasn't particularly pleased with Buick's recent "Photo Shoot" advert, and according to Ad Age, the tri-shield's spot wasn't the only campaign to incur Maximum Bob's maximum wrath.
On July 14, General Motor's new Vice Chairman sat down with the automaker's branding teams, and according to one source, "crapped all over the advertising," then left on a Caribbean vacation.
Specifically, he took issue with the aforementioned Buick commercial, as well as the Kate Walsh (of Grey's Anatomy fame) Cadillac ads, saying the spots were "too dark" and that Chevrolet's new campaign – which has yet to run – is "too lifestyle-focused."
Speaking with various insiders at GM, its advertising agencies and the creator of the Buick spot, Ad Age reports that Lutz will be spearheading in-depth reviews of current and upcoming campaigns to best represent the General's post-bankruptcy rebirth, and taking an old-school approach that highlights the products and features in its line-up.
Lutz said in a webcast before the meeting, "I think you will very quickly see a drastic change in the tone and content of our advertising. And if you don't, it will mean that I have failed."
[Source: Ad Age | Image Source: Stan Honda/Getty]
Reader Comments (Page 1 of 4)
Andy 4:08PM (7/27/2009)
FIRE HIM NOW. Ol' white shoes and belt is part of the problem.
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Tool 6:18PM (7/27/2009)
This is yet another area where all of us arm-chair, Monday morning quarterbacks are going to weigh in.
While I do think that GM needs to revamp marketing, when I heard that Lutz was going to do it, the chances for the New GM succeeding in the long term went down.
Although I think Lutz will do an okay job, I think he is way too old school. Instead of bringing in some serious fresh blood, GM picked an insider. There are plenty of good marketing executives out there, both from automotive and non-automotive who would have really shook things up.
Jei 7:41PM (7/27/2009)
I agree with Lutz. None of the GM ads where "home run" efforts.
Buick's ad was to cheesy, corny maybe. Cadillac's ads were somewhat effective, but very dark and don't discuss the vehicle as much as the emotions the vehicle is supposed to invoke.
It may do GM some good to kinda "ape" Toyota & Lexus ads until they can really develop groundbreaking marketing pieces.
JSams4131 4:08PM (7/27/2009)
so is Bob pretty much saying he's looking to advertise to the middle class, no? I'm sure it will help with upcoming offerings to advertise with less bling and rhetorical statements.
btw...A picture says a thousand words...
here is one: Lutz and 50 look like they are about to hit the strip club after this publicity stunt.
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sunz 7:37PM (7/27/2009)
And how does one look when he is going to the strip club?
JSams4131 9:08PM (7/27/2009)
haha well if I were bob lutz and 50 cent ...that look they both have in the picture there.
216 4:09PM (7/27/2009)
I can't be the only person who likes the new Buick ads can I?
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fixitfixitstop 4:12PM (7/27/2009)
Probably not the only one, but the ads are rather pathetic.
jrhmobile 4:31PM (7/27/2009)
Yeah, you could ...
sentient being 8:29PM (7/27/2009)
I like them and I don't understand the hate.
Stephen Lang 2:59PM (7/28/2009)
Objectively, I think they're only so-so. But personally, they sorta crack me up.
robc_allcomm 4:11PM (7/27/2009)
Bob Lutz-
In my opinion, you should have Henderson's job.
We all agree with you that the Zeta sedan (G8) needs to be saved and rebadged as a Chevrolet.
Please, for the love of God, follow your instincts and save the Zeta sedan for the United States.
If not as a rebadged G8, then as a LS3 powered CTS.
If GM releases a LS3 powered all wheel drive CTS-4, I will personally buy one and know many others who will as well.
Your presence at GM gives many of us hope for the company.
If you were gone, I know my faith would be lost.
Keep up the good work.
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jv2k 4:53PM (7/27/2009)
As a cts? The cts is already on a good rwd platform and your idea is so bad that terrible doesn't even begin to describe it.
They could bring it back as a different cadillac or a buick but replacing the cts with a rebadged g8 would be downright stupid.
BinaryTerror 4:54PM (7/27/2009)
[quote]Your presence at GM gives many of us hope for the company.
If you were gone, I know my faith would be lost.
Keep up the good work.[/quote]
You do realize he was with GM before the problem, during the problem and as such is part of the problem.
Dave 5:08PM (7/27/2009)
I like the G8. And I like the Sky/Solstice.
But, unfortunately, they were never going to be profitable.
I hope GM can make a cool Buick or Chevy Zeta sedan. But if they can't do it profitably, they shouldn't do it at all.
GM needs to focus on building a good cars that they can sell at a profit. Wasting resources on low volume, low profit cars will send them back to bankruptcy court.
Frank 11:20PM (7/27/2009)
@ BinaryTerror
Lutz was at Daimler Chrysler when the problem began at GM. The truck & bus people took over future design budgets and they shut down Lansing small car division (LAD). 9 years on a roll of more and more SUV's then they got caught without a decent small car in a gas pinch. Lutz was not effective in taming the truck craze. The Cobalt (001) and the G6 (380) were expected to compete in the luxury small car segment Ha ha ha!
BoxerFanatic 4:11PM (7/27/2009)
How about they worry more about the damn cars, than the damn ads?
Honestly, is this what our tax-dollars has saved from becoming compost to fertilize new business?
Smells like fertilizer to me anyway. The whole lot of it.
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Lemon 4:38PM (7/27/2009)
Sounds like Lutz wants to have the ads focus more on the cars and less on BS, so I think this is a good thing. Don't underestimate the power of good advertising, especially when the public's quality misconception needs to be straightened out.
pallentx 5:08PM (7/27/2009)
Seriously. Substituting marketing for engineering is what got GM into this mess.
They can revamp advertising, and thats probably a good thing, but turning a bad reputation to good is going to take time. That's why its so important to protect a reputation - just like mom and dad used to say...
ropeburn 5:41PM (7/27/2009)
I think you're exactly right. Lutz says it's bad advertizing,
or has concerns about the direction of the "tone and content"
and that's not what his business is, he's in the CAR business.
so if you make good cars people will buy those good cars.
to steal a page from a company enjoying success over the last
down year look to Apple, their hardware is higher price/quality
and they're happy to leave the affordable/econo sector alone
I think the lesson to take away is that if you can establish your product as GOOD, you've done your job. Not good for a $400 laptop, they can't do it
so they've avoided it.... it cheapens the brand and there is less margin down there.
Make a good car, you can't advertise your way to one.
We're rooting for you GM, you're our Home Team.