Chevrolet is launching a full-scale marketing campaign for its 2014 Malibu that is arriving this week at dealerships, as the carmaker aims to avoid the failure that afflicted the 2013 model. During a media drive, Chevrolet’s U.S. marketing chief Chris Perry, remarked that they are looking at the campaign an all-new launch, adding that they are making the investment to make the 2014 Malibu a success.
However, Chevrolet’s move is unusual, given that the 2014 Malibu is considered as a so-called mid-cycle enhancement, which usually comes around three years after the launch of a redesigned model. In case of the Malibu, Chevrolet parent General Motors reengineered that vehicle two years early, prompted by the sagging sales of the mid-sized sedan.
While Perry refused to divulge how much General Motors has allocated for the 2014 Malibu campaign, he said that the amount would be similar to a typical marketing rollout for a next-generation product.
GM introduced the redesigned 2013 Malibu with an Eco mild-hybrid model in early 2012, and brought a volume 2.5-liter version in late summer that year. The 2014 version of the mid-sized sedan now features a new front fascia and improved interior that boasts of a roomier back seat.
The 2014 Malibu is now loaded with a stop-start system and other powertrain improvements, thereby boosting fuel economy on the base 2.5-liter engine to 25 mpg city and 36 highway.
It also boasts of a "text to voice" feature that converts incoming text messages and reads them over the car's audio system. The driver can make a reply by selecting from preset list of responses. Chevrolet started airing the first ads for the 2014 Malibu on October 7 during the coverage of the baseball playoffs.