GM hires VW's Mahoney to steer Chevy global marketing

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Thread: GM hires VW's Mahoney to steer Chevy global marketing

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    GM hires VW's Mahoney to steer Chevy global marketing

    GM hires VW's Mahoney to steer Chevy global marketing
    Automotive News
    February 25, 2013
    by Mike Colias

    DETROIT -- General Motors named Volkswagen executive Tim Mahoney to the newly created post of global chief marketing officer for Chevrolet.

    Mahoney also will carry the title of global GM marketing operations leader, reporting to Alan Batey, vice president of U.S. sales and service and interim global chief marketing officer.

    Mahoney, 56, will assume both roles on April 1. He has been chief product and marketing officer at Volkswagen of America since May 2011.

    Mahoney's appointment marks a key step in CEO Dan Akerson's overhaul of GM's marketing structure to strengthen the messaging behind Chevy and Cadillac, which he wants to transform into bigger global players.

    It also comes as GM launches a new Chevy marketing platform, "Find New Roads," which the company says will serve as a global tagline for its largest brand and as a guiding vision for everything from its product development to retail strategy.

    Chevy also is embarking on one of its busiest vehicle-launch schedule ever, with 13 new or redesigned models slated for the United States this year and about a dozen launches planned overseas.

    Chris Perry will continue to serve as vice president of U.S. Chevy marketing, a GM spokesman said.

    "Tim's experience and passion for the automotive marketing business, combined with his innovative and collaborative style, has made him one of the most respected marketers in the business," Batey said in a statement.

    Full article available at link.

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    How amazing is it that I actually recently recommended that GM pursue, and hire immediately the highest person that is availabe in the VW/ Audi empire?

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    If he is the one responsible for the VW commercial where the guy is playing air drums to the Rush tune, this could spell more humor/ less nostalgia for Chevy adds. As long as the product message comes across, this could be a good thing!

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Up next, a replacement for "Find New Roads".

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Chevrolet needs better TV ads. Can't forget this awful Muffin Purper-Gurk ad from 2010 and on.


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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by usa1 View Post
    Up next, a replacement for "Find New Roads".
    ...off-screen arm reachs across the TV screen and hands the announcer a MAP!
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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Hopefully he can bring some of that VW advertising magic to GM. There are so many memorable VW ads where most of the other auto companies, not so much. As a matter of fact I can't remember any non-VW ads from a year ago. Yet I can clearly remember several VW ads from over the past decade:

    The windshield wiper ad
    The techno/rapping German guy VW ad series
    The Darth Vader ad
    This one is old - a couple of young guys driving around and picking up a couch. I forget the name of the music

    Excellent use of marketing funds when a commercial from 10 years ago is still remebered and potentially still generating sales. Much like the old GM "see the USA in your Chevrolet" - still catchy and remembered today (and I wasn't even alive when that ad ran).
    Last edited by BlackGTP; 02-25-2013 at 08:57 PM.

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    If the right products are being built you won't have to try so hard convensing people to buy your product.


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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by usa1 View Post
    Up next, a replacement for "Find New Roads".
    There where two new Find New Roads ads during the Daytona race on Sunday that I liked

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by usa1 View Post
    Up next, a replacement for "Find New Roads".
    HA! Yes.

    Quote Originally Posted by BlackGTP View Post
    Hopefully he can bring some of that VW advertising magic to GM. There are so many memorable VW ads where most of the other auto companies, not so much. As a matter of fact I can't remember any non-VW ads from a year ago. Yet I can clearly remember several VW ads from over the past decade:

    The windshield wiper ad
    The techno/rapping German guy VW ad series
    The Darth Vader ad
    This one is old - a couple of young guys driving around and picking up a couch. I forget the name of the music

    Excellent use of marketing funds when a commercial from 10 years ago is still remebered and potentially still generating sales. Much like the old GM "see the USA in your Chevrolet" - still catchy and remembered today (and I wasn't even alive when that ad ran).
    Never heard that one. I can't really name any GM ads... ever. I don't like them. They've absolutely sucked for a good half decade at least.

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by Cobaltss_King View Post
    If the right products are being built you won't have to try so hard convensing people to buy your product.
    Isn't the Suzuki Kizashi or whatever it's called universally praised?

    And yet nobody buys (bought) it.

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by germeezy1 View Post
    How amazing is it that I actually recently recommended that GM pursue, and hire immediately the highest person that is availabe in the VW/ Audi empire?
    Looks like it worked out OK for KIA.

    Quote Originally Posted by BlackGTP View Post
    Hopefully he can bring some of that VW advertising magic to GM. There are so many memorable VW ads where most of the other auto companies, not so much. As a matter of fact I can't remember any non-VW ads from a year ago. Yet I can clearly remember several VW ads from over the past decade:

    The windshield wiper ad
    The techno/rapping German guy VW ad series
    The Darth Vader ad
    This one is old - a couple of young guys driving around and picking up a couch. I forget the name of the music

    Excellent use of marketing funds when a commercial from 10 years ago is still remebered and potentially still generating sales. Much like the old GM "see the USA in your Chevrolet" - still catchy and remembered today (and I wasn't even alive when that ad ran).
    No recent VW ads come to mind. Which is better than remembering that most GM ads until a couple of months ago sucked like a flight of vampires.

    Quote Originally Posted by sfbreh View Post
    Isn't the Suzuki Kizashi or whatever it's called universally praised?

    And yet nobody buys (bought) it.
    No ads. No dealers. No cars. No sales. Tough act to follow.

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by BlackGTP View Post
    There are so many memorable VW ads ...
    I have vague recollections of the floating Beetle ads from the 60's, but can only recall with specificity this National Lampoon spoof from the early 70's:


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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by BlackGTP View Post
    Hopefully he can bring some of that VW advertising magic to GM. There are so many memorable VW ads where most of the other auto companies, not so much. As a matter of fact I can't remember any non-VW ads from a year ago. Yet I can clearly remember several VW ads from over the past decade:

    The windshield wiper ad
    The techno/rapping German guy VW ad series
    The Darth Vader ad
    This one is old - a couple of young guys driving around and picking up a couch. I forget the name of the music

    Excellent use of marketing funds when a commercial from 10 years ago is still remebered and potentially still generating sales. Much like the old GM "see the USA in your Chevrolet" - still catchy and remembered today (and I wasn't even alive when that ad ran).
    Hahahha, "time to unpimp ze auto"


    VW's spots have been on point since the late 90s. Now they have the price and positioning to match.

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    Re: GM hires VW's Mahoney to steer Chevy global marketing

    Quote Originally Posted by germeezy1 View Post
    How amazing is it that I actually recently recommended that GM pursue, and hire immediately the highest person that is availabe in the VW/ Audi empire?
    Inaki Lopez!

    Quote Originally Posted by Jesda View Post
    Hahahha, "time to unpimp ze auto"


    VW's spots have been on point since the late 90s. Now they have the price and positioning to match.
    Cooper! Cooper! Hey Cooper!

    Yo Coop!



    ****, that ad must have run like 15 years ago! I feel old...
    Last edited by Smaart Aas Saabr; 02-25-2013 at 07:26 PM.

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