GM hires VW's Mahoney to steer Chevy global marketing
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.
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