Lutz lays out his strategy for GM advertising: "Memorable," "clever," "viral" [w/VIDEO]
Click above to watch Kate Walsh talk up the Cadillac CTS Sport Wagon after the jump
So we knew that Bob Lutz didn't like the course General Motors commercials were taking – but no one knew what he did like. Now that he's back from vacation in the Caribbean, he's laid out what he has enjoyed: popular YouTube vids like the Chevrolet Corvette ZR1 lapping the 'Ring, the Kate Walsh Cadillac ads, and a Howie Long Total Confidence commercial.
Sure, Lutz's plan for ads sounds a lot like the Standard Operating Practices of old GM. However, Cadillac did good business with the Kate Walsh ads, the ZR1's 'Ring showing meant you could put "Corvette" and "supercar performance" in the same sentence. And while we sometimes find the Long ads a tad facile, they state their cases plainly. If Lutz can do what those three commercials did – but do so for each of the portfolio's entire brands intentionally and over time, he'll have done something monumental.
To do that, Lutz says he is revamping and taking control of just about everything: bringing designers in on the ad planning and going to product-driven advertising, changing how GM works with its agencies and giving agencies clearer directives, holding weekly meetings with brand executives, and even making sure all the ad photography is flattering to the car. Will these changes be enough? Check out the one of Lutz's favorite new ads after the jump, then leave your fellow reader a line in 'Comments' with your best guess as to GM's chance for advertising success.
[Sources: Automotive News, sub req'd; General Motors]
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Reader Comments (Page 1 of 4)
Quantumphysics 11:37AM (8/04/2009)
GM's advertising with the CTS was spot on.
I started to hear more and more women starting to talk about Cadillacs.
I think GM's inclusionary strategy is brilliant. I also like their non-english commercials.
Reply
Brian 11:54AM (8/04/2009)
"Lincoln is a "luxury" brand for people who can't afford a real luxury car."
You got that right, and so is Cadillac.
The real luxury brands are Lexus, Infinniti, MB, and BMW.
Paul 12:02PM (8/04/2009)
This post sounds like a pathetic attempt to curry buzz by Cadillac's marketing department. Sorry, but the fact that all the advertising targets women has completely turned off any men starting to consider the brand. A future as a "woman's brand" is deadly.
What GM needs to do is put all their ad agencies in review and let ideas take the forefront, ASAP: Campbell-Ewald, their Chevy agency, has had the account for almost 100 years. No kidding. How "independent" or "creative" does anyone think that old Detroit trash heap is? Clean house, Bob.
Eddie 12:01PM (8/04/2009)
Re: Brian.
I wouldn't compare Infiniti with Lexus, Mercedes, BMW. Cadillac and Infiniti are in the same level.
In my opinion, one tier is: Acura, Cadillac, Infiniti.
Higher tier: Audi, BMW, Mercedes, Jaguar, Lexus.
hoosker_doo 12:44PM (8/04/2009)
@ Brian
"People aspire to own a Lexus now, not a Cadillac."
I agree. It might just be where I live but I see a hell of a lot more people driving a Lexus or an Acrua. It also seems that the folks buying Lexus/Acura are younger. I like Cadillac, but I think you're right.
akboss302 1:01PM (8/04/2009)
Thanks, Eddie, for including Jag in that group. As Porsche expands their lineup, they too will be included in the 'luxury brand' (Cayenne, Panamera), as well as Maserati with their Quattroporté. To say Lincoln (or Cadillac) is a luxury car for people who can't afford a luxury car is crap. Who said in 'the book of cars' that luxury has start at $100K?
And if you're comparing Lincoln to Cadillac in recent months, could it be because Lincoln has two brand-new cars on the market?
Quantumphysics 1:05PM (8/04/2009)
There are some people who aspire to own a Cadillac. There are some people who aspire to own a Lincoln.
My guess is that NEITHER of them has ever driven an S-class or a 750li - or even an A8.
I used to be dead set on buying an Escalade EXT. I fantasized about it. I eventually had the money to buy a 2007 model, but, I drove an S550 and was so wowed I ended up buying that instead.
merlot066 3:08PM (8/04/2009)
Brian, it's not even worth it....
Anyway
I aspire to drive a Lincoln. The MKS is one of the most amazing cars I have ever seen for $50k. Honestly, I'd like a 7 series or an S-class just as much, but 30 or 40 thousand dollars more is a bit much for a similar car. They go 0-60 a little faster, they're a little bit bigger, but I don't see anything so great about them that would make me want to spend almost twice as much on them.
For $40k less you get better mileage, AWD (the BMW doesn't have), cooled front seats (the S-class doesn't have standard), heated rear seats (neither has them standard), 16 THX II certified speakers, dual pannel moonroof, keyless acess, a nav system with Sirius Travel Link, premium seating trim with embroidered Lincoln Stars on the headrests, very close interior space, and more trunk space. What could I get if I splurge the $40k? Two cigarette lighters, an air filter, the need to use Premium, a little bit of extra speed, and 400 extra pounds of weight.
Tin 1:53AM (8/05/2009)
I think it is one of the worse ads. Nothing really showing what are great car it is ... nothing.
Tin 1:53AM (8/05/2009)
@merlot066. Honestly, why don't you just go home and sit on your couch? The most important thing about a car is how it drives, and there is nothing great about that to say about Lincoln MKS.
Joan of Arc 4:02AM (8/05/2009)
I'm at work, and haven't been able to read through all the comments, but saying that you'd rather have a Lincoln over an S-Class Mercedes is dumb. That's a comment you make if you can't afford the S-Class. It really dominates the Lincoln in every way. Sure, you might get to sixty in about the same time, but the experience and luxury doesn't even compare. It's like comparing an apple to a plate of broiled Brussels sprouts.
Brian 11:40AM (8/04/2009)
Cadillac is a dead brand walking. It needs to be taken out the back and shot.
Look at how pathetic their sales were this month. Down FIFTY THREE percent!
Reply
Danimal 11:43AM (8/04/2009)
Take your trolling elsewhere, please.
dave1w41 11:45AM (8/04/2009)
Isn't there any way you can be banned for being a troll?
Brian 11:47AM (8/04/2009)
Care to explain how they are NOT dead when they can't even beat freaking Lincoln in sales anymore?
People gave up on them with the Cimarrron.
TBlueMax 11:49AM (8/04/2009)
@Brian: "Cadillac is a dead brand walking. It needs to be taken out the back and shot."
So, you think taking the only primarily-RWD American luxury automaker out back and shooting it will somehow improve their pathetic sales? Would this be good/helpful for Americans looking to purchase a RWD luxury vehicle from an American automaker - especially one that has decent driving dynamics?
You might want to read the article about GM returning to leasing their vehicles post-bankruptcy and maybe another article about the general state of automotive sales over the past year which might provide some insight on their "pathetic sales month."
dave1w41 11:52AM (8/04/2009)
Lincoln is a "luxury" brand for people who can't afford a real luxury car.. BTW, please show us the newest Lincoln RWD sports sedan...
http://www.portcanaverallimotransportation.com/images/_lincoln_town_car_sedan_in_orlando.jpg
Woot! for the Town Car!.
Brian 11:56AM (8/04/2009)
You got that right, Dave, but so is Cadillac and they can't beat them.
There is NO real "domestic" luxury brand anymore. They've gotten their asses kicked by the transplants again and again and again. People aspire to own a Lexus now, not a Cadillac.
Danimal 11:56AM (8/04/2009)
Don't reply to him. Vote him down and move on.
Paul 12:14PM (8/04/2009)
Lots of venom about this post. Is it really trolling or just overstatement?
Cadillac hasn't been able to compete for 35 years now and, despite a vastly improved CTS, the decision to market only to women seems to be the final nail. They simply can't go on making platforms only for Cadillac when their volume is so low. Fleet sales only creates low resale, complicating their ability to lease competitively.
So, really, Cadillac is on the brink and Lutz has to turn that thing around with marketing (because there's no serious product in the pipe). GM can't keep it on life support for decades like they used to so he needs to make it happen.