Have you seen the new TV spots from the 'new' General Motors that feature the 'new' CEO Ed Whitacre? They're just dreadful and reinforce the brand's image as yesterday's car for yesterday's consumer.
The spots sport a robotic Whitacre walking around the empty hallways of GM's corporate headquarters and extolling the virtues of the new, lean and mean General Motors. Whitacre ends the commercials by laying down the gauntlet to GM's competitors and declaring, “May the best car win.”
I know people who work with GM today and who have worked with them in the past. There's a pervasive 'not invented here' mentality that permeates the company and its marketing strategy (if you can call it that). The corporate hierarchy continues to espouse inside-out, top-down sales and marketing that fails miserably at connecting with consumers. The Whitacre campaign is just the latest example. It features the wrong man saying the wrong things at the wrong time.
I won't buy a GM car. Period. In fact, the only way I'd even consider one is if I saw someone I knew and trusted sitting behind the wheel. I'd want to know that the quality and service issues had been fixed and that the ride, design and style at least approximated what I get from the European and Japanese models. Even after all that, though, there's nothing a GM salesman could ever do to get me to purchase one.
Seeing a doddering, out-of-touch old man meandering through the lonely offices of a battered brand is a huge turnoff that would be laughable if it weren't so sad.
Who comes up with this stuff? Mr. Goodwrench?
As for the better car winning, it already has. And, GM's continually-shrinking market share is the best indicator that Toyota, Honda, BMW and others have long ago put GM in their collective rear view mirrors.