Fisker hires former GM marketing chief Ewanick

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Thread: Fisker hires former GM marketing chief Ewanick

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    GMI Canada Editor Premium Member ne_one's Avatar
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    Fisker hires former GM marketing chief Ewanick

    Fisker hires former GM marketing chief Ewanick
    Automotive News
    November 26, 2012
    by Ryan Beene

    Fisker Automotive has hired ousted General Motors' global marketing boss Joel Ewanick to be interim chief of global sales and marketing for the maker of luxury plug-in hybrids.

    Ewanick, 52, will replace industry veteran Richard Beattie, 58, who announced his retirement today, Fisker spokesman Roger Ormisher said.

    Ewanick has been working with Fisker as a marketing consultant for at least six weeks and will fill Beattie's role until a full-time replacement is named, Ormisher said. Beattie -- formerly of Ford, Mazda and Jaguar -- was hired by Fisker as its chief commercial officer last December.

    Ormisher declined to comment when asked if Ewanick would be a candidate to become Beattie's full-time replacement.

    Ewanick was fired from GM in July over the handling of a controversial sponsorship deal with English soccer club Manchester United.

    In joining Fisker, Ewanick will be reunited with Tony Posawatz, the former Chevrolet Volt chief engineer who left GM in July and then became Fisker's CEO in August.

    Full article at link.

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    Re: Fisker hires former GM marketing chief Ewanick

    Fisker runs deep?


    Red Blooded Fisker?
    Last edited by megeebee; 11-26-2012 at 10:33 PM.

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    Re: Fisker hires former GM marketing chief Ewanick

    Death of Fisker.

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    Re: Fisker hires former GM marketing chief Ewanick

    Well, he did one helluvva bang-up (or something-up) job at GM.

    I can hardly wait for Autoextremist to hold forth on this one.

    I am LOLing already.

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    Re: Fisker hires former GM marketing chief Ewanick

    No word on whether they will be hosting a BBQ in honour of the appointment.

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    Re: Fisker hires former GM marketing chief Ewanick

    Holy crap. This is like hiring the executive at Coke who came up with the idea for "New Coke".
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    Re: Fisker hires former GM marketing chief Ewanick

    Quote Originally Posted by JeffInDFW View Post
    Holy crap. This is like hiring the executive at Coke who came up with the idea for "New Coke".
    Except they don't have an Old Coke to go back to.
    I got tired of waiting for GM to make a FWD convertible.

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    Re: Fisker hires former GM marketing chief Ewanick

    Bodes well for Fisker - the man's got talent.

    I know I'd want him on the team - you just have to manage things slightly differently.

    Wonder what's up with Mr. Beattie.
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    Re: Fisker hires former GM marketing chief Ewanick

    Quote Originally Posted by AMERICA 123 View Post
    Bodes well for Fisker - the man's got talent.
    Where's the evidence? The Volt's initial marketing was widely regarded as terrible, me included.

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    Re: Fisker hires former GM marketing chief Ewanick

    How does one step below mediocrity keep getting jobs?
    This guy, Akerson, etc.

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    Re: Fisker hires former GM marketing chief Ewanick

    Quote Originally Posted by yamahr1 View Post
    Where's the evidence? The Volt's initial marketing was widely regarded as terrible, me included.

    Hmmmmm..... oh really ???? and oh really that's all about Joel ?????

    Well, here, nothing personal but your post at least strongly suggests that you know nothing about J.W's career path prior to GM - which goes way. way back and includes just so much.

    With J W in mind.....look up all the shops he worked in - and the clients.

    Look up - just a few - like.....

    Look up Saatchi & Saatchi..... and Lexus.

    Look up Porsche.

    Look up Hyundai - ever heard of the Hyundai Assurance program ?

    A program....... first conceived in '98 and initially developed for Hyundai..... and then offered to many OEMs including GM but passed over until Joel, at Hyundai, saw the timing was right - and really ran with the ball - for three touchdowns and two point conversion in less than a Quarter - yes ?

    Second, seems you also don't really understand much about his time at GM in both positions he held there. Or the 'history' of both positions prior to his assumptions. Or the really important background and context.

    You do realize of course, his first real day of work @ GM was approximately 5 - 10 May 2010, and the first day with the promotion was approximately in the the later half of the last week of August 2010 or later, correct ? ?

    Third, Volt's initial marketing was screwed up ?

    Uh noooooo.... or if you prefer..... that's a comical comment - Joel wasn't even at GM when all that went on - and two, it was not screwed up - but it sure as hell was screwed with - big difference.

    No, Joel was rolling out the Hyundai Assurance program = worth more than 100 Volt programs could possibly be - if they actually could make a profit.

    The Volt's initial marketing started so far back - when they didn't even have clue as to what it would really be or how to build one - did you forget all the initial marketing 'concept' marketing Lutz et al did ?????

    And all that came after ????

    All the years that adds up to ????? - before we saw a wisp of an actual production - or better said, near production vehicle ??????

    Is it somehow Joel's or GM's fault for that matter, that the EPA method / 230 mpg brouhaha happened along the way ???? You know, when the EPA decided on a late, last minute switch on methodology - to keep the cry babies happy and **** over GM ie - keep WS, Toyota, and Ford happy - after dragging their feet for way too long ?

    Perhaps you mean to reference the actual vehicle / Volt launch marketing - Well again, nope, nothing wrong there but then again, things external to the program happened - but mostly after.

    Are you not forgetting the almost draconian GM blackout in force - about basically everything in the run up to the IPO ????

    Joel did an unbelievably clever thing during this time - he drove his 'personal' Volt over five days to the LA Auto Show - to show his familly out there........ and somehow.... it accidentally became a very favorable to Volt internet phenomena.

    Like I said, well worth keeping - never quits and finds imo acceptable if creative ways to get things done - well worth doing.

    And we could go on here with an easy four to seven other 'items' of interest - in the Volt story line during this part of the initial marketing - that Joel had nothing to do with. But that would be a long and laborious process.

    However, some just have to mentioned don't they - and some that came later - I mean you cannot ignore it all.

    Oh and uh, some technical aspects of the actual vehicle roll out and the vehicle itself were 'acceptably' I might add, very limiting - yes ?.

    And uncoordinated - oops, Joel didn't cause any of that either - did he.

    Or is it - somehow Joel's fault that the rollout was what ? initially eight states then fourteen - with none of the necessary certification needed to earn an HOV special use sticker ?????

    Is it Joel's fault there was a uh .... dealer push back concerning that initial rollout - and really the vehicle itself ???

    You do realize - it's not going to play out the same in rural areas of Montana in the winter after an unexpected diesel fuel price drop vs LA - after the HOV sticker fail got fixed - in spring, and after a fuel price spike - yes ?

    Did Joel have something to do with the NHTSA / GM / bankster - toyotski - ferd 'booster' play with the battery fire 'farce' ?

    Did Joel decide the production stop and starts - and all that went with it ????

    And just get real for a moment - every GM vehicle launch since gee, 1988 ???? has been screwed with in the same way - just as hard or harder post '98.

    If the Volt can't - in your opinion not mine - cut thru what all new GM product must routinely deal with - with the advantage of a favorable CR review..... go stare at the RenCen - or look real hard in the garage because for damn sure it wasn't about Joel - whatever role he played in the Volt marketing story.


    Your real complaint lies within GM @ other locations.

    Is it or was it Joel's fault that GM has had ( since '67/'69 ) zip zada nada Counterspin ability - in the pathetic sense of - they don't even seem to know they're being mugged all day long - 364 a year ??????

    You know, he really was just getting started with all the rest and yeah, he had it right about the marketing fraud and results concerning Facebook.

    And better use of the Superbowl money for stronger direct product launch support.

    And the consolidation efforts.

    And the all the rest.

    Including..... the use of other funds to really support proper vehicle launches - decent auto show displays and all the other fundamentals.

    And with Manchester United.

    Yes, he did seem or so we have been lead to believe - to partially screw up his 'come to J' meetings - so what.

    Bust 'em down, doc the pay, throw'em in the brig, whatever..... but then.... rehabilitate him.

    A good talking to with some 'redirection' was all that was really needed.

    Some have suggested he's responsible for GM 's NA marketshare loss - which is absolute BS - designed to cover those who hold the real responsibility. And by golly, do you think all the on going Asian make frauds and omissions are contributing to that ?

    Anyway.....


    You know, the people with the plan of 'we don't need modern gasser v8s and diesels - and the transmissions to go with - and the mpgs that are produced for conventional product 'cause we have the Volt and eAssist.

    It's a real sad thing when a very fine but nonetheless money losing Halo product - gets confused for something else is it not ?

    Especially when the Halo effect ends up so weak.... because you continue to **** up everything else mentioned in this post starting with the counterspin inability and ending with advanced and improved conventional automatics..

    And then...... that people develop unrealistic expectations concerning the product, its real sale potential as offered at any given time and configuration, it's real value to the organisation - and the bottomline.


    Eh... I'm gonna' just stop here for now - because your central hypothesis needs to be both asserted and described - and at least partially backed up somehow - in something more than a throw away remark .

    For what it's worth, I did not appreciate the later half of the initial launch or anything else that happened after.

    But to pin that on Joel is more than a bit like blaming the 'fireman' on scene - for the fire.
    Last edited by AMERICA 123; 11-27-2012 at 07:32 PM.
    "From tech stocks to high gas prices, Goldman Sachs has engineered every major market manipulation since the Great Depression — and they're about to do it again."
    "The world's most powerful investment bank is a great vampire squid wrapped around the face of humanity, relentlessly jamming its blood funnel into anything that smells like money."
    "If America is circling the drain, Goldman Sachs has found a way to be that drain — " Matt Taibbi

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