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Chevy, Buick, GMC Get 'Butts In Seats' Via Stadium Drive Days Page 2

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Chevy, Buick, and GMC 'Main Street in Motion' drive event, CitiField, NYC, June 2011

Chevy, Buick, and GMC 'Main Street in Motion' drive event, CitiField, NYC, June 2011

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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.


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Comments (7)
  1. I understand how GM is hoping to get cruze sales out of people interested in a volt (telling them they can practically buy two cruze's for the price of a volt won't hurt)but forcing them to drive a cruze in order to test drive the volt is a bad idea. Someone like me who wouldn't even consider a cruze as a replacement for a volt is really going to have a bad taste in their mouth by forcing them to drive a car they don't want.

    Why tarnish an otherwise nice event by making someone drive a car they don't want to? Why not have representatives talk to the people on line waiting to drive the volt and explain to them why the would want to drive the cruze, don't force them to, you don't win customers that way.
     
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    Bad stuff?

  2. Something very Walt Disney World about the whole setup.. Not that being such is bad idea necessarily...
     
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    Bad stuff?

  3. I was at citiFIELD's Main Street in Motion. There were no competitors' cars to drive, at least not on the day I was there - 6/10/2011. Other than that it was OK and I found virtually no lines or waiting to drive any of the cars.
     
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  4. @Al01: I'm startled to hear that. When I was there on Fri 10th, I saw competitors' cars in virtually every class (the photos show a few trucks from non-GM makers) and the brochure for the Citi Field event lists no fewer than 25!
     
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    Bad stuff?

     
  5. I don't know where they were.
     
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  6. Interesting. What competitors' cars did you find?
     
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  7. It will be interesting to find out how many of these people will sign on the dotted line but not be able to make the payments. Kind of reminds me of the real estate scam don't ya think?
     
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