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.