The road to recovery for automakers will not be easy. The Automotive News reports General Motors’ Vice President of Marketing Joel Ewanick saying this. Product is moving fast for General Motors with all of the deals being cut. It is simply that way because GM had endured a huge bankruptcy leading to a large turnover. Cutting bargains is not the future Ewanick looks forward to with quality vehicles being the focus.
Hoping product strength will win out
The auto bailout has made it possible for a new focus on design and quality. Ewanick really believes this. Cadillac’s are automobiles that customers have liked because of their unique sense of style. Type recognition is something automakers have to worry about. Too numerous automotive brands are trying to merely advertise product. Ewanick explains that “people purchase brands, not necessarily products” making it essential for brands to start working better on the public. Chevrolet previously used Americana in its advertising, and while that business may definitely not continue within the same vein, Ewanick believes that Chevy gets it – a type has to have soul that goes far beyond the numbers.
Nevertheless seeing the factory incentives
Factory incentives will continue. Ewanick believe these and dealer incentives aren’t dead. Such deals should simply play a subordinate role to the brand story. Style, quality, efficiency, dependability and all the other hallmarks of a well-marketed automotive brand should drive sales, while discounts will still be there as a garnish. The focus on make strength will require more work. Automakers will have to actually talk to consumers again. Customers were reached in an exceptional way by automakers previously. They would use many stories. 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 isn’t dead.
Discounts will not work also as consumer understanding
Everyone enjoys a good sale, but regularly rolling out the shiny banner doesn’t build strong relationships with customers. Automakers aren’t as liked after they stole so many taxpayers dollars during the auto bailout although they were considered “too big to fail”. America’s automotive industry used to have lifetime buyers, although now it isn’t as true considering the price ends up being too low to ignore now. Each automaker should focus on what their customers are hoping to get in a car.
Find more information on this subject
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
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