GM hires VW's Mahoney to steer Chevy global marketing

[nruggiero]

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.

[germeezy1]

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?

[Benjiwah]

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!

[usa1]

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

[Toto]

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

[70AARCUDA]

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

...off-screen arm reachs across the TV screen and hands the announcer a MAP!

[BlackGTP]

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).

[Cobaltss_King]

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

[georgewerr]

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

[sfbreh]

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

HA! Yes.

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.

[sfbreh]

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.

[Neanderthal]

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.

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.

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.

[Takahashi]

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:

[Jesda]

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.

[Smaart Aas Saabr]

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!

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...