[dav305z]

A few thoughts:

GM has one of Europe's best small cars in the Astra, gas cost $4 a gallon, and they've sold only 3,000 of them this year.

The Ford Focus sold better last month than Cobalt and G5 combined, even though it's an ancient design, has been panned in the press, and is ugly to boot.

Saturn has one of the newest lineups on the market, including several fuel efficient cars. They are not selling.

GM trucks are the most fuel efficient on the market, but are getting hammered.

What is the common thread here? Marketing. For the first time in several decades, the problem is NOT product. GM product is better than that of most of its rivals in almost every segment (again, for the first time in years). Somehow, the the advertising has disapeared. Has anyone seen ads for Saturn? How about the Cobalt?

Is the problem money or something else? It just seems like there is no organized effort to push GM product.

 

[fp115]

Marketing is definitely something that has to be worked on. Its sad when even some of GM's employees even have no idea what Saturn is. You drive down the road in a Sky and people ask you: "hey what car is that?". Saturn was a huge marketing mistake, they invested billions in revamping the company, but couldn't do the same for the marketing, those are billions of dollars lost. You see sales starting to pick up at Saturn because of word of mouth and its not because of marketing.

If marketing would listen to half of the ideas given to them, GM would be in much better shape. Again I am going to leadership and throwing in a bunch of ideas at them on what to change in marketing. Something has to be done and can't just let the company slip away, maybe the more I can press my ideas it will finally work. What GM needs now is creative, outside of the box marketing. The old TV, radio, newspaper, internet stuff no longer works.

 

[wescoent]

A few thoughts:

GM has one of Europe's best small cars in the Astra, gas cost $4 a gallon, and they've sold only 3,000 of them this year.

The Ford Focus sold better last month than Cobalt and G5 combined, even though it's an ancient design, has been panned in the press, and is ugly to boot.

Saturn has one of the newest lineups on the market, including several fuel efficient cars. They are not selling.

GM trucks are the most fuel efficient on the market, but are getting hammered.

What is the common thread here? Marketing. For the first time in several decades, the problem is NOT product. GM product is better than that of most of its rivals in almost every segment (again, for the first time in years). Somehow, the the advertising has disapeared. Has anyone seen ads for Saturn? How about the Cobalt?

Is the problem money or something else? It just seems like there is no organized effort to push GM product.

Ever think maybe Ford is building a car Americans want, and General Motors isn't? Engineering and car rags aren't the be-all end-all of American purchasing decisions.

Focus looks new, has Sync, and gets great mileage. Astra looks new and gets bad mileage. Cobalt and G5 get great mileage, but look old.

 

[eurohazard]

GM has one of Europe's best small cars in the Astra, gas cost $4 a gallon, and they've sold only 3,000 of them this year.

The Ford Focus sold better last month than Cobalt and G5 combined, even though it's an ancient design, has been panned in the press, and is ugly to boot.

It takes time to get your foot in the door with a subcompact vehicle. The Focus' (though hardly exceptional quality) are seen everyday by North Americans. Focus' are regarded as better than the Escort it replaced. But an Astra? People are like WTF. And I hate to say it....but I think Synch is luring buyers that might not ever have considered a Ford Focus.

Saturn has one of the newest lineups on the market, including several fuel efficient cars. They are not selling.

I've already hit on the Astra. The Sky is beautiful, but being a 2-seater means I'll never own one. The Aura is nice, but the styling is busy....too much going on with no flow (unlike the Malibu which is gorgeous). The Outlook, though get what 23 mpg on paper, is not really going to get you 23 mpg. Most people drive more "city" type miles....and those that commute or drive highway type miles typically will stay away from 8 passenger SUVs.

GM trucks are the most fuel efficient on the market, but are getting hammered.

1 mpg isn't much to write home about. The Chevy commercials where the "other" guys have ran out of gas, but a Chevy comes along to pick 'em up is laughable. Cruising range is often more of a size-of-gas-tank thing when it comes to vehicles in the same class.

What is the common thread here? Marketing. For the first time in several decades, the problem is NOT product. GM product is better than that of most of its rivals in almost every segment (again, for the first time in years). Somehow, the the advertising has disapeared. Has anyone seen ads for Saturn? How about the Cobalt?

Is the problem money or something else? It just seems like there is no organized effort to push GM product.

I think you're right though.....GM is currently the most product competitive that I recall in my lifetime. It's also true that you don't see too many Cobalt or Saturn ads. GM likes to advertise (well Chevy in particular) about how many 30-mpg vehicles they have. But they don't tell you about them. I think GM wants you to come to the Chevy dealership looking for a gas saver, but let the salespeople have their way with you; talking you into a buying a Tahoe!

 

[Ming]

Let me hazard a guess:

Ford's Focus benefits from Ford as a company not having a similar American brand in its portfolio.

And Ford does not have a car like the Aveo or even the HHR yet (Focus Wagon is gone), either.

Compare Focus sales to combined sales of Cobalt, Astra, HHR, Aveo, G5 and Vibe.

Who wins the total?

If GM had less brands, and Chevy only had the Cobalt, I'd bet that GM loyalists would push the Cobalt up much higher than with all of the other options spread out across multiple GM brands.

 

[RamJet502]

It seems like nobody has even heard of the Saturn Aura and Astra which should be selling like hotcakes.

 

[wescoent]

Let me hazard a guess:

Ford's Focus benefits from Ford as a company not having a similar American brand in its portfolio.

And Ford does not have a car like the Aveo or even the HHR yet (Focus Wagon is gone), either.

Compare Focus sales to combined sales of Cobalt, Astra, HHR, Aveo, G5 and Vibe.

Who wins the total?

If GM had less brands, and Chevy only had the Cobalt, I'd bet that GM loyalists would push the Cobalt up much higher than with all of the other options spread out across multiple GM brands.

Yes and no.

If it was only Chevrolet pushing the Cobalt as-is, sales would be no higher.

However, I'll assume with the death of all the other brands, more money would be poured into the Cobalt, resulting in a better product, resulting in higher sales.

Axing brands is tricky. It worked out well when GM cut Olds, and all their buyers went to Buick.

Wait a second...

 

[emh]

Almost all of the new GM commercials I see on TV are full vehicle line commercials. Saturn and Pontiac ads always cover the entire brand. Chevy ads harp about the latest cash back or the number cars over 30mpg, but aren't specific to a model. That's a very confusing message -- would a potential Aura buyer pay attention to a commercial that starts with a Vue or Sky?

The only exceptions I can think of are the Malibu and Cobalt.

Compare that with Honda -- they have very specific ads for the Accord, Pilot, Civic etc. that can be (and are) better targetted to the target audiences in terms the look and feel of the commercial and when and where they appear.

 

[oppositelock]

^ Good point emh.

Marketing Saturn is going to be very difficult. To most people, Saturn is no different from Isuzu (assuming Isuzu had stellar product)

It's basically an unknown brand and it's going to take a LOT OF MONEY to build any kind of awareness about Saturn and its products. Could that money be used to better effect elsewhere at GM? I say, yes.

 

[GMC-70]

It seems like nobody has even heard of the Saturn Aura and Astra which should be selling like hotcakes.

Maybe this is why I saw this Chevy Astra while traveling on I-87 in NY to VT this weekend. I mean apparently the Astra is branded as a Chevy outside the states. So why was there a Chevy Astra in NY with NY plates

Is GM getting ready or starting to sell Astra's a Chevy's in the states to get the sales going for the Astra??

 

[lio45]

Maybe this is why I saw this Chevy Astra while traveling on I-87 in NY to VT this weekend. I mean apparently the Astra is branded as a Chevy outside the states. So why was there a Chevy Astra in NY with NY plates

My guess would be a New Yorker who ordered a Chevy Astra grille from anywhere in Latin America (stock part catalog), got it shipped to NY state, and put it on his US-spec Astra just to look different.

VW guys used to do this all the time for older VW Golfs and Jettas... around here, there are plenty of US/Canada vehicles that have never left this continent but wear Euro grilles (supposed to be better-looking).

 

[GMC-70]

My guess would be a New Yorker who ordered a Chevy Astra grille from anywhere in Latin America (stock part catalog), got it shipped to NY state, and put it on his US-spec Astra just to look different.

VW guys used to do this all the time for older VW Golfs and Jettas... around here, there are plenty of US/Canada vehicles that have never left this continent but wear Euro grilles (supposed to be better-looking).

Your probably right---I just though it was wierd as this was my first Astra that I have seen on the road and when I saw the Chevy badges it through my for a loop big time.

 

[lio45]

Compare Focus sales to combined sales of Cobalt, Astra, HHR, Aveo, G5 and Vibe.

Who wins the total?

I have no numbers but actually, I would not be that surprised to learn that around here at least, Ford Focus + Mazda3 + Volvo C30 outsell Cobalt + Astra + Aveo + Wave + G5 + Vibe + HHR.

(The Mazda3 alone is this province's best-selling vehicle, but I'm not sure how well it does south of the border. I have to add though that most small GM vehicles do quite well here, so it's not that easy to tell without official numbers.)

 

[CobaltSScrazy]

My guess would be a New Yorker who ordered a Chevy Astra grille from anywhere in Latin America (stock part catalog), got it shipped to NY state, and put it on his US-spec Astra just to look different.

VW guys used to do this all the time for older VW Golfs and Jettas... around here, there are plenty of US/Canada vehicles that have never left this continent but wear Euro grilles (supposed to be better-looking).

this dude around here has a GTO and has monaro/holden badges all over it...

GTO looks better by far.

CobaltSS

 

[tom3]

Consider one man's opinion, word of mouth is a powerful marketing tool. I know several people with late model Civics, great mileage with no problems, love them. Several people with Cobalts, decent mileage but many problems, ok but not great. Same with a Focus. I don't know anyone with a Saturn, mileage and quality are unknowns. What would I buy if I were shopping a small car? That Civic is looking really good even at a higher price.

 

[Smaart Aas Saabr]

My guess would be a New Yorker who ordered a Chevy Astra grille from anywhere in Latin America (stock part catalog), got it shipped to NY state, and put it on his US-spec Astra just to look different.

VW guys used to do this all the time for older VW Golfs and Jettas... around here, there are plenty of US/Canada vehicles that have never left this continent but wear Euro grilles (supposed to be better-looking).

Or a Mexican taking a trip to Canada Or maybe even an expatriate Mexican who brought his car with him (I'd imagine it easy since now GM imports Astras but you never know)

I am too surprised at US/Canada Astra sales. To my eyes it is the best entry on the market bar none. But yes it needs a turbo option

 

[dav305z]

Let me hazard a guess:

Ford's Focus benefits from Ford as a company not having a similar American brand in its portfolio.

And Ford does not have a car like the Aveo or even the HHR yet (Focus Wagon is gone), either.

Compare Focus sales to combined sales of Cobalt, Astra, HHR, Aveo, G5 and Vibe.

Who wins the total?

If GM had less brands, and Chevy only had the Cobalt, I'd bet that GM loyalists would push the Cobalt up much higher than with all of the other options spread out across multiple GM brands.

I guess it depends on whether GM actually lacks the money to support advertising all these brands or if they are just spending that money foolishly.

If GM did not have the money to advertise Saturn, then how did they have billions to give it all new product? It just doesn't make sense to build something and then not advertise it. It almost feels to me like they're being penny smart dollar stupid when it comes to advertising.

I also think they need to rethink the way they advertise each brand. Specifically, I don't see why GM can't sometimes market cars from different brands together. For instance, would it hurt to have a commercial showing all of GM's small cars, Cobalt, G5, Vibe, and Astra, and thereby get out the message that GM has a small car for every taste and budget? Obviously, that doesn't work in every case (ie: you wouldn't want to start advertising the Enclave and Acadia together), but for certain segments it might work.

You might indeed be right that GM should cut brands, but I'm still not so sure it's not lack of inspiration, rather than cash, that's hurting their marketing right now.

 

[oppositelock]

I guess it depends on whether GM actually lacks the money to support advertising all these brands or if they are just spending that money foolishly.

If GM did not have the money to advertise Saturn, then how did they have billions to give it all new product? It just doesn't make sense to build something and then not advertise it. It almost feels to me like they're being penny smart dollar stupid when it comes to advertising.

I also think they need to rethink the way they advertise each brand. Specifically, I don't see why GM can't sometimes market cars from different brands together. For instance, would it hurt to have a commercial showing all of GM's small cars, Cobalt, G5, Vibe, and Astra, and thereby get out the message that GM has a small car for every taste and budget? Obviously, that doesn't work in every case (ie: you wouldn't want to start advertising the Enclave and Acadia together), but for certain segments it might work.

You might indeed be right that GM should cut brands, but I'm still not so sure it's not lack of inspiration, rather than cash, that's hurting their marketing right now.

I can't believe my eyes!

FINALLY people are reaching the conclusion that I've been trying to push for so long - how GM's marketing model fails in the face of its multitude of brands.

YES, more on board! I'm sure someone from GM is reading this board and if more people make the same kind of noise, someone's going to pay attention sooner or later.

 

[ifcar]

Not one mention of the Astra's relatively high price, relatively weak acceleration, relatively low poor economy, and impossible control layout as a reason for low sales?

 

[dav305z]

Not one mention of the Astra's relatively high price, relatively weak acceleration, relatively low poor economy, and impossible control layout as a reason for low sales?

You can find problems with the car, but there simply are not enough things wrong with it to explain its performance on the market, other than a simple lack of advertising. This was my point with the Focus. Clearly, there are things wrong with that car, but it manages to find buyers.

The Astra is expensive, but is one of the best looking small cars for sale right now, handles very well, and feels luxurious. There has to be more than 3,000 people who prioritize these pluses over the car's aforementioned flaws.