GM wants to catch up with Ford’s EcoBoost marketing

Article by Christian Andrei, on August 26, 2010

Many don't know that General Motors Co. actually came up with the technology behind Ford Motor Co.'s EcoBoost engine first. Uwe Grebe, executive director of GM's global advanced engineering, claims that GM made the mistake of not being able to badge the technology right away.

Ford currently has the edge in marketing this technology but GM is bent on catching up. Last summer, Ford spent a huge amount of money on its EcoBoost launch, costing an equivalent of a new-car launch. 

Ford said that by 2013, it will be able to offer EcoBoost, which combines turbocharging and direct injection, in 90% of its models.

Grebe recalled that in 2007, when GM first built its turbocharged direct-injection engines for the Pontiac Solstice and Saturn Sky, there was a discussion about the engines.

But unfortunately, GM didn't have a badge and it didn't highlight it enough in its brochures. Grebe said that the company will prioritize a new marketing strategy for this. However, he didn't say when the plans will be implemented.

The Chevrolet Cobalt SS and HHR SS models will have this technology as a standard offering. It will be available as an option on the Buick Regal due late this summer.

Grebe said that it just won't to tell people that it's a better EcoBoost. He explained that people would have to know what the technology is but that they don't need to know each detail. [via autonews]

Topics: ford, gm, marketing

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