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Writer Lee Hawkins, Jr. at the Wall Street Journal has written an in-depth examination on a common General Motors complaint: its apparent lack of attention to the East and West Coasts markets.

Using the South Florida market as an example, Hawkins writes how a series of misses and mismanagement has led to the automaker's current marketshare of 13.8-percent in the area. Example: Cadillac ads depicting cars cavorting in snow while the weather in Florida climbed past seventy degrees. Using Led Zepplin music. Or apparently not realizing that the word "Breakthrough" has no direct translation in Spanish, with regard to marketing to the burgeoning Cuban-Hispanic market. Or the difference between Cubans and Mexicans (the latter make up only 4-percent of the Hispanic population), with a Saturn ad featuring the Alamo.

(Continued after the jump)

Continue reading General Motors' marketing missteps over Miami

General Motors' marketing missteps over Miami originally appeared on Autoblog on Thu, 09 Mar 2006 15:30:00 EST. Please see our terms for use of feeds.

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