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General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")

Has Chevrolet gotten the formula right with the Malibu?

Since the Malibu's return in 1997, there has been an internal issue with Chevrolet with getting the midsize sedan formula right in its own way. Let's be frank, the Malibu had a boring beginning as a midsize sedan in 1997. We got the dreadful sixth-generation Malibu in 2004 that brought us an SS model that really didn't deserve the SS badge on it. Hell, its saving grace was fleet sales. But the tides seemed to shift when the seventh-generation Malibu came on the scene in 2008. With the determination of making the Malibu more competitive with other cars in its class, a lot of hard work and effort was put into making the seventh-generation Malibu a timeless and well-crafted vehicle. As an owner of a 2012 Malibu 1LTZ, I have to say that Chevy has fully accomplished it. I love the nicely designed exterior, the interior was comfy enough for those long trips to work each and every day, and it was a very quiet car in my opinion. And its fuel economy was decent, not too bad. The New York Times in 2008 referred to it as "A super Accord, but from GM." In some comparisons, the Malibu was ranked higher than the Honda Accord and the Nissan Altima. It also received the North American Car of the Year award. Love it or hate it, the seventh-gen Malibu was an overall big success for GM. But then in 2013 we got the eighth-generation Malibu. GM gave it a botched release, releasing an Eco model first (that was later discontinued), then later in the year GM released the regular Malibu models. Shifting to a new platform didn't help it either. Even though it separated it further from the Impala, which was built on the same platform as the last-gen Malibu, the shrinkage in legroom, its OK design language, and a poorly crafted interior helped contribute to its overall lackluster sales performance. Not to mention the cars in its class got 10x better than the Malibu as well. Just 18 months after the 2013 Malibu went on sale it received a mild refresh to try to help its OK design, but it didn't help at all. The fate of the eighth-gen Malibu was sealed early on. But wait, a new light came from GM early last year. It came in the form of the ninth-generation Malibu. I have to say, when the curtain came off of it last year, a huge sigh of relief came from me. To me it seemed that Chevrolet took that determination it had in crafting the seventh-gen Malibu and increased it this time around.

GM opens military discount to 21M veterans and their spouses

May marks the start of National Military Appreciation Month, and General Motors is getting into the spirit by expanding its military discount program to, well, just about everyone. That includes a total of 21 million military veterans and their spouses, along with the current slate of active duty, reserve, and National Guard members. The discount can slash thousands of dollars off the price of a new Buick, Chevrolet, or GMC vehicles, with Automotive News listing an $1,100 discount on the top gas-powered version of the Malibu, the Premiere. Those that want a bit more spice can get $1,700 off the price of a last-generation 2015 Camaro SS, while truck buyers will enjoy $3,000 off the Chevy Silverado All Star. That's just a start, though, since the military discount can be paired with other GM incentives. The discount doesn't apply to everything, though. Some are understandable – none of Cadillac's vehicles are included in the deal, nor is the Corvette Z06. You'll also be unable to apply the discount to a range of base-level trims, like the Chevy Cruze or Equinox L, the base Colorado, or the entry level GMC Acadia, Canyon, and Terrain. A full list is available at GM's dedicated military discount website. GM's expanded discount plan runs from today through May 31. News Source: General MotorsImage Credit: General Motors Buick Chevrolet GM GMC Car Buying Car Dealers Military