It is not going to be easy for automakers to recover. That’s what GM Vice President of Marketing Ewanick just lately told Automotive News in an interview. Bargains for General Motors product seem to be there simply to move product faster since GM has had a huge turnover with bankruptcy. Focusing customers on quality is what Ewanick desires to do. This can hopefully move more products without making new deals. Article resource – Joel Ewanick of GM says sell the brand, not special deals by Car Deal Expert.
Make sure you know your brands
Focus on design and quality is slowly beginning to re-emerge out of the dust of the auto bailout, says Ewanick. Cadillac’s are cars that customers have enjoyed because of their unique sense of style. Automotive brands that have been merely trying to sale need to start working on type recognition instead. Brands really need to try and become public and significant again. Ewanick feels like “people purchase brands, not products”. Chevrolet has the idea with marketing under Americana always, says Ewanick. He thinks that a company needs to have a soul that drives sells.
Not the death of factory incentives
Ewanick thinks factory incentives will continue to appear. Really he expects them to be unimportant compared to brand story. Discounts simply garnish the sales although sales really depend on style, quality, efficiency, dependability and anything else that is a reminder of an automotive brand. Automakers are going to have to reach out to customers again with model strength. Stories are what automotive marketing used to get to customers before. Chevrolet’s Corvette SS and Stingray could be targeted to a new audience. Younger generations of auto buyers can be targeted. Past mystique shouldn’t be buried, as it’s not dead.
Customers still respond to understanding, so don’t use discounts
Everyone enjoys a good sale, but regularly rolling out the shiny banner doesn’t build strong relationships with customers. The auto bailout – where those teetering companies that were “too big to fail” fed upon taxpayer dollars for sustenance – damaged the reputations of automakers nationwide. Fleeting customers will purchase when the price is too low to ignore, however this process fails to capture the lifetime buyers upon which America’s automotive industry used to depend. The focus of each and every automaker should be simple. Focus on what Americans want in their vehicles.
Auto News
autonews.com/apps/pbcs.dll/article?AID=/20100906/RETAIL03/309069996/1018
linkedin.com/pub/joel-ewanick/5/42b/30a
Even dealers suffer from a mysterious lack of marketing
youtube.com/watch?v=EALK_LZ_Zgo


