Friday, November 2, 2007
The car you have ignored.
The October sales of the heavily advertised--blitzed, even--Chevrolet Impala are down 5.4% from October '06. Meanwhile sales of the Toyota Camry are up 17.1% and the Honda Accord's sales are up 26.3%.
As much as I hate the Impala's advertising, bad ads alone aren't the reason for Chevy's continuing decline, just as good ads aren't the impetus behind the continuing surge of Japanese manufacturers. The essential point is this: for Chevy advertising is not the problem. The problem is a deeper one. One of trust and credibility destroyed. If the resurrection of Chevy and other GM brands is ever to take place, it must be accompanied by a radically different approach to getting their message out. Gags and puffery about the un-ignorability of a sedan ain't going to ameliorate literally decades of bad product, bad service and over-hyped sell.
Some have said that the definition of insanity is doing the same thing over and again and expecting a different result. Chevy expecting a boost from a couple of :30s just might fall into the insanity camp.
Even if it doesn't, if I had $5 billion to spend on marketing (as GM does) I would apportion some of it to doing something different.
Posted by George Tannenbaum at 7:16 AM