Chevy, Buick, and GMC 'Main Street in Motion' drive event, CitiField, NYC, June 2011Enlarge Photo
Absolutely, says Larry Peck, who's GM's experiential marketing manager. In surveys where attendees ranked their perception of Buick vehicles before and after they drove them, the number of favorable impressions more than doubled.
Attendees, Peck said, particularly like the lack of sales pressure. Aside from information on local dealers that's provided as they leave, it's a purely informational event.
The goal, he said, is to "immerse" drivers in the cars--because GM is confident that when people actually drive its cars, perceptions will improve dramatically.
Many of the events are being staged in regions where sales and perceptions of General Motors vehicles, particularly its cars, have been lowest. That includes California, much of the East Coast, and some Sun Belt states, though a few events are being held in its Midwestern stronghold as well.
There are 13 locations remaining in the "Main Street in Motion" program between now and November.
General Motors provided transportation to the event (one way) in a new 2011 GMC Terrain, along with lunch, to enable High Gear Media to cover this event.