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GM's
incredible hybrid vehicle Super Bowl Ads!?
Monday,
February 5, 2007
Holy
Bold Hybrid Moves GM?
Did you see GM's Super Bowl commercials? The ones where GM
displayed its new line of hybrid
cars while demonstrating how hybrids, then plug-in
hybrids and eventually electric vehicles would enable
GM to lead America towards the end of foreign oil
dependency and global warming emissions?
Of course you didn't, but why not? Why can't GM be so
bold? Why not try to shock the world as GM did with the Chevy
Volt at NAIAS, rather than desperately trying to
convince America that GM is hip, urban-cool and reliable?
Sure GM has had some success playing the cool factor and
making some hipster-wannabe's think that driving an
Escalade or Tahoe with a monthly payment thrice that of
rent is the path to fame. However, how far can that really
go, especially if gas prices rise again and mom raises the
rent on the garage - I mean apartment?
On the other hand, obviously the reliability factor is
important for GM, as the perception of GM quality is much
lower than reality. Thus, it's understandable that GM
would want to change this incorrect perception. Still,
what if that perception is more about GM, as a
corporation, rather than its products? What if people
don't trust GM and this, not actual product quality, is
what makes many consumers leery of GM products?
For example, had GM launched a less electric version of
the Volt hybrid - something to challenge today's Toyota
Prius - dealers wouldn't have been able to handle the
crowds today, this week or for the rest of the month. Even
many of GM's harshest critics would have visited a GM lot
to see if GM had finally seen the light, and to find out
whether they could trust that GM was truly leading the
fight against global warming and foreign oil dependency
with such a bold move.
Advertising and marketing hype, however, will never create
the kind of image value that will lead to this kind of
trust amongst GM skeptics.
GM's Chevy tag line 'Bold Moves' is right on, yet both
Chevy and GM, unfortunately, put their bold moves in the
hands of advertising executives instead of engineers.
Until GM actually makes a bold move, such as Toyota did
with the Prius, GM won't win convert many consumers, even
if they spend a billion dollars on Super Bowl ads.
posted
by Dahcredyns at
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