Meltdown 101: How to market cars amid bankruptcy
After filing for bankruptcy protection, General Motors is pushing a new ad campaign promising it will emerge from its financial troubles leaner and stronger.
Is this a good marketing approach? Will it allay consumer fears about buying from a carmaker with an uncertain future?
Advertising experts say GM — and fellow Chapter 11 filer Chrysler — should move past the negative and focus on their brands as they try to get car sales rolling again. Consumers are staunchly loyal to their car brands, they say.
GM says its brands are key to emerging from these tough times. But first it has to tell consumers how it will remake itself and what to expect, Jay Spenchian, GM executive director of corporate advertising strategy, said Tuesday.
"There are lots of questions," he said. "The best thing we can do is quickly get out there and assure them."
Here's a look at what GM is saying to consumers right now and how it's delivering the message — think social media — followed by some thoughts by marketing experts on whether the company's approach will likely work.
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