General Motors Global Marketing Chief Joel Ewanick is no longer with the company. A press release issued by GM states that Ewanick had "elected to resign immediately," while a report by Automotive News claims he was dismissed, with GM spokesman Greg Martin commenting, "He failed to meet the expectations the company has of an employee." With no further elaboration, it's impossible to say what circumstances led to Ewanick's abrupt departure, but his rather short two-year tenure at the company is at an end regardless. His interim replacement is Alan Bately, current vice president, U.S. Sales and Service.

Ewanick, 52, was hired by General Motors as U.S. Marketing Chief in May 2010 and named Global Marketing Chief, a new position, in December 2010. Previously he did a short stint as the head of marketing at Nissan North America, but was best known for his work before that at Hyundai Motor America.

Ewanick might be remembered most for the GM's decision to pull its advertising dollars from Facebook, citing the social network's ineffectiveness shortly before its initial public offering of stock. He also announced that GM would not be advertising in next year's Super Bowl and was the man in charge when Chevrolet unveiled its controversial "Chevy Runs Deep" campaign.

Other decisions made by Ewanick may have a more lasting, if less visible, effect on General Motors. For instance, Ewanick led a recent effort to consolidate GM's creative marketing and advertising agencies, a move that has been estimated to save the company $2 billion over five years. In the case of Chevrolet, the brand transferred all of its business from dozens of agencies around the world to one newly created joint venture called Commonwealth of Detroit that located itself in the city of Detroit, bringing with it new talent and 280 new jobs.
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GM Statement on Ewanick Resignation

DETROIT - General Motors saidtoday said that Global Chief Marketing Officer Joel Ewanick has elected to resign effective immediately.

Ewanick, 52, joined GM in May 2010 in charge of marketing for the company's North America unit. He was named global chief marketing officer in December 2010.

Prior to joining GM, Ewanick was vice president of marketing and chief marketing officer for Nissan North America. Before joining Nissan, he served as vice president of marketing for Hyundai Motor America.

Alan Batey, vice president, U.S. Sales and Service, will assume the role of global chief marketing officer on an interim basis.


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  • 26 Comments
      ksrcm
      • 2 Years Ago
      Did you guys see that Toyota Venza commercial lately? The one in which old geezers go out and do stupid things on bikes while their heir is sitting in the front of the laptop and counting friends on Facebook? Yeah, that one. How many people who DO spend time on Facebook even want a car? As a matter of fact, how many of those even leave a house unless they absolutely have to? He might have been terrible marketing exec, but the decision to quit Facebook was perfectly fine. Mind you, not quit Internet as a medium for advertising, but Facebook itself.
      Car Guy
      • 2 Years Ago
      GM's board of directors were not happy with him pulling the Facebook and Superbowl ads while he signed a big advertising contract with Manchester United. In an election year, it's a big no-no for a corporation heavily influenced by the government to cut off advertising here in the US and spend the money abroad.
        Sanchez
        • 2 Years Ago
        @Car Guy
        Interesting point, especially considering they're not just influenced by the government, they're still owned by it to the tune of 26%.
      Street King
      • 2 Years Ago
      I'd bet my dollars to your donuts this had everything to do with where the saved FaceBook and SuperBowl millions were about to be spent. The board probably didn't like his ideas of spreading that huge sum of money over many new areas, so they argued, and - well - you know the rest. It could a lot of things, poor ROI (the FB and SB pull out means there was an indepth investigation) but thats probably it.
      dukeisduke
      • 2 Years Ago
      Wow, that is huge. Leaving immediately makes me think that something else is going on, besides poor performance. Waiting to hear the scuttlebutt from the industry press this week.
      BMW ROCKS!
      • 2 Years Ago
      will hyundai give him his old job back?
      • 2 Years Ago
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        • 2 Years Ago
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      David
      • 2 Years Ago
      This guy is like a hot potato. Notice he never stays anywhere more than a year or two. I wonder what the deal is with him? How good can he actually be, one wonders.
      • 2 Years Ago
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        th0mb0ne
        • 2 Years Ago
        Government Motors! Why didn't I think of that? That's both hilarious and totally original.
        sensibility2
        • 2 Years Ago
        Not so fast. This guy missed the boat with the Facebook decision. He may be talented but it is very indicative of his shortcomings in certain media. Sometimes you have to advertise to be relivant not not instant gratification. He forgot that one fundamental about social media and marketing. There is a reason why display advertising and TV advertising work and for somebody who understands there are many things one can do with Facebook as a medium where you can leverage the benefit of display and video adverstising just like TV. He never quite understood that. If other automobile manufacturers see value in Facebook as an advertising medium, what makes GM any different? At the end of the day, it's all about eyeballs, then get creative to effectively target those eyeballs.
      • 2 Years Ago
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      • 2 Years Ago
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        EcoBooster
        • 2 Years Ago
        You deserve +100 Thumbs Ups. Even though Joel Ewanick was headed towards possible promising things, I'm sure he made the right decision. You only live once...so it's best to MAKE YOUR FUTURE how YOU want it to be. Hopefully he'll get a good job at Acura, or Hyundai.
          MAX
          • 2 Years Ago
          @EcoBooster
          Or Goldman Sachs or Morgan Stanley
      Autoblogist
      • 2 Years Ago
      Wow, he dismissal had to be because of something controversial. Either he misappropriated money or banged somebody's wife. "ATS takes on the world" is just gearing up and it's nothing short of the most important marketing campaign for Cadillac since the introduction of the CTS. I really doubt it was perfomance related, Ewanick knows what he's doing and expecting miracles in two year right after their bankruptcy is absurd.
      Tweaker
      • 2 Years Ago
      Heads needed to roll. In addition to the Opel meltdown, Holden was found to be full of thieves and cannot even track its inventory. Now they need to clean out Holden. Or eliminate it.
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