A winning customer may not win the vehicle they are sitting in. Someone sitting in a Chevrolet Corvette, for example, may win a Chevrolet Cavalier. If a winner doesn't want the vehicle they win, say GM officials, the price of the vehicle will be applied to a vehicle they do want.
Besides pumping showroom traffic at a slow time of year, GM officials say they are hoping to drive awareness of General Motors' new 2004 models, the company's size and the increasing quality of its products.
GM research shows, for example, that while 70 percent of consumers associate Chevrolet and Buick with being GM brands, just 25 percent know that Saturn is part of GM and just 17 percent associate HUMMER with GM.
"We want to showcase the depth of GM's lineup to customers and get as many seats in our seats as possible," says Steve Hill, director of GM Retail planning.
In the 1990s GM specifically did not want its brands, especially Saturn, overtly associated with the GM brand because of negative feelings consumers had toward the big automaker for poor quality and dowdy designs.
It's different today, says Hill. "The launch of HUMMER, and now Saab and Saturn benefit from customers knowing they are backed by GM dealers and a GM warranty," he says.
GM says the promotion will cost $50 million to cover the cost of vehicles and advertising. Former NFL quarterback and CBS broadcaster Boomer Esiason stars in ads kicking off the promotion Jan. 4 during CBS's pre-game show of the NFL's wildcard games. -Jim Burt
TCC/AUTOLINE DETROIT RADIO: Tom Tjaarda
Tom Tjaarda is an American who spent his 45-year career in automotive design primarily in Italy. He has worked for some of the most famous design studios of Europe and produced an amazing portfolio of cars, perhaps most famously the DeTomaso Pantera. Now approaching his 70th birthday he has a keen eye for what makes design work, and as you’re about to hear, he has a very interesting background. Click here to listen in as AutoLine’s John McElroy presents: http://www.motorauthority.com
FROM THE SOURCE headlines from the latest press releases
R. L. Polk & Co., the automotive industry's premier tracker of consumer loyalty among owners of new vehicles, today presented the eighth annual Polk Automotive Loyalty Awards at the 2004 North American International Auto Show. Capturing loyalty honors for the 2003 model year, which ended September 30, 2003, are BMW of North America, DaimlerChrysler, Ford Motor Co., General Motors, Subaru of America and Volkswagen of America.
|AMER AXLE & MANU||AXL||40.64||+0.22|
|BALLARD PWR SYS||BLDP||12.00||+0.17|
|FORD MOTOR CO||F||16.08||+0.08|
|HONDA MOTOR CO||HMC||22.64||+0.14|
|UNIT AUTO GRP||UAG||30.70||-0.60|
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