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Report: GM struggling to market turbo technology

In the automotive realm, marketing can sometimes prove just as important as the actual product. Take, for instance, Ford's well regarded EcoBoost technology, which couples turbocharging with direct injection to produce more horsepower and reduce fuel consumption. Would it surprise you to hear that General Motors has had similar technology on the market for over three years?
It's true. GM's first turbocharged, direct injected powerplants hit the market for the 2007 model. The 2.0-liter Ecotec mills put down an impressive 260 horsepower and a matching 260 pound-feet of torque, and they were lauded by the press in the engine bays of the Pontiac Solstice, Saturn Sky, Chevrolet Cobalt SS and Chevrolet HHR SS. But few people outside a core group of enthusiasts actually remember this fact.
Says Uwe Grebe, executive director of GM's global advanced engineering, "We didn't have a badge and say, 'This is the most important thing we will put on all our brochures.'" Ford, however, did just that, and it's EcoBoost engines are right at the tips of all our tongues when we discuss today's most advanced powerplants. So, how does The General fix its mistake?

Ford to kick off F-150 campaign during College Football Playoff

The long-awaited inaugural College Football Playoff will feature the nation's best college teams, with the Oregon Ducks taking on the Florida State Seminoles, and Alabama Crimson Tide facing some team from Ohio. On top of that, though, it'll also see the launch of the very first advertising campaign for the 2015 Ford F-150. Viewers from across the country will see a trio of ads featuring the all-aluminum truck, with two half-minute spots and a full 60-second commercial, all voiced by Denis Leary, touting the F-150's feature set and towing capacity, but passing on mentioning the new truck's class-leading fuel economy. That, Automotive News reports, isn't a miscue by Ford. The company simply didn't have enough time between the EPA's fuel economy announcement and the 2014-2015 Bowl Season to prepare a spot. Expect plenty on the F-150's fuel efficiency in future spots. Interestingly, though, AN is reporting future F-150 advertising won't include a Super Bowl appearance. Ford has made the decision to focus its new truck ads on college football rather than during the NFL championship. "From our point of view, there's no bigger stage to debut the F-150 creative than the College Football Playoff," Keith Koeppen, Ford's US marketing communications boss, told AN. "It's so closely aligned with the passions of our customer." It's those passions that are pushing Ford to kick off its ad campaign for a new truck so much earlier. Speaking to AN, Doug Scott, Ford's truck marketing manager, said that the automaker typically doesn't begin ad campaigns until its dealers have at least a fifty-fifty mix of old and new models, but that it's pushing the 2015 F-150's ads to fit with the college football playoffs. While Ford's focus is on the two semifinal playoff games on New Year's Day and the National Championship Game on January 12, the ads will actually air for the first time on New Year's Eve, when the TCU Horned Frogs face off against the Ole Miss Rebels in the Peach Bowl. The three spots will also be shown during other bowl games, as well. Featured Gallery 2015 Ford F-150 2.7L EcoBoost at Davis Dam News Source: Automotive News - sub. req.Image Credit: Ford Marketing/Advertising Ford Truck ncaa

Watch as U.S. auto industry springs back to life after lockdown

WARREN, Michigan — The Detroit Three automakers and their suppliers began restarting assembly lines on Monday after a two-month coronavirus lockdown in a slow revival of a sector that employs nearly 1 million people in the United States. On a chilly and damp Monday morning, hundreds of workers at Fiat Chrysler Automobile's (FCA) truck plant in Warren, Michigan, began lining up before 4 a.m. to start the 5 a.m. shift. Signs overhead read: "Let's restart." "I'm a little nervous," said Larry Smith, 53, of New Baltimore, who works on wheel alignment away from the assembly line. "They made all the precautions (and) they've done everything they can to prepare us ... I'm trusting in God." Detroit automakers on Monday said there were no issues with absenteeism as the plants opened. FCA reopened four U.S. assembly plants on Monday, including Warren Truck, on a single shift, as well as four parts plants. The reopening of car plants will be a closely watched test of whether workers across a range of U.S. industries can return to factories in large numbers without a resurgence of infections. General Motors Co, Ford Motor Co and FCA have all been preparing for weeks to reopen their North American factories in a push to restart work in an industry that accounts for about 6% of U.S. economic activity. Investors welcomed the gradual restart, sending GM's shares up more than 9% on Monday. FCA shares rose 7.3%, while Ford's were up 6.7%. Auto companies have redesigned assembly lines and retrained workers in an effort to avoid coronavirus outbreaks that could derail production again. Workers entering factories on Monday were checked by temperature monitors. Face masks or shields are standard protective equipment. Jobs such as installing seat belts that used to require two or more workers to get close together inside a vehicle have been redesigned to keep people a safe distance apart. Plastic screens have been installed along assembly lines to separate workers leaning in to the engine compartments of vehicles. Break areas have been reconfigured to keep workers six feet apart. The Detroit automakers have collaborated with each other and with the United Auto Workers to develop common coronavirus safety practices. Other automakers in the United States are adopting similar safety measures.