Chevrolet Takes New Marketing Direction

- March 19, 2013

Chevrolet’s new mar­ket­ing chief Tim Mahoney doesn’t start until April 1, but his to-do list is daunt­ing, par­tic­u­lar­ly with Chevy Mal­ibu chal­lenges.

Find out what Mahoney must deal with begin­ning next month.

First there is the show­room slump of the Mal­ibu, which is lag­ging behind its com­pe­ti­tion from Toy­ota, Hon­da and Ford. Chevy’s new “Find New Roads” tagline hasn’t gained full trac­tion yet. Then last week one of the agen­cies behind the high­ly tout­ed Com­mon­wealth cre­ative ven­ture decid­ed to sell out to the oth­er part­ner.

The good news is that an all-new Sil­ver­a­do pick­up and Impala large sedan are about to debut.

Get­ting Mal­ibu on track will be a pri­or­i­ty.

Chevy cut the sedan’s price by sev­er­al hun­dred dol­lars ear­li­er this year, but sales in Feb­ru­ary tum­bled 26%, while sales of the Hon­da Accord rose 35%, Ford Fusion gained 28%, and the Toy­ota Cam­ry fell 9.5% from a year ear­li­er.

Next, Mahoney must get a bet­ter return on one of the largest adver­tis­ing bud­gets in cor­po­rate Amer­i­ca. Chevy spent $973 mil­lion on adver­tis­ing in 2012, accord­ing to Kan­tar Media.

 

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