Make small look big: the new marketing task at GM and Ford

Article by Christian A., on August 27, 2010

To appeal to those who prioritize fuel economy, General Motors Co. will have to market its products in such a way as to reach mainstream buyers but not distance itself from performance aficionados.

Detroit has long had an affinity to big, powerful engines, especially V-8s. Now that the Detroit 3 is set on launching smaller engines in near-luxury cars, pickups and muscle cars, their marketers and executives face this marketing challenge. 

For instance, Buick will have separate commercials to promote fuel economy and to advertise high-performance features when it switches the standard engine on the LaCrosse from a V-6 to a 2.4-liter four-cylinder in the 2011 model year.

Doug Osterhoff, marketing manager for the LaCrosse, said that the car was developed to have "a wide bandwidth" when it comes to pricing and consumer positioning.

He pointed out that people who find the [base] CX model appealing actually find much value in fuel economy. Automakers have been increasingly prioritizing trying to attract customers who care about fuel economy.

Federal fuel economy standards are expected to increase to a fleet average of 35.5 mpg in the 2016 model year, compared with 27.3 mpg in 2011. [via autonews]

If you liked the article, share on:

Comments

Recommended

In a game-changing move, Ford has revealed that it will soon produce its first ever all-electric CUV that will be built to be electric from the ground up, and it...
by - May 23, 2017
The wait for the Mustang’s GT-based Super Snake concept to be released is finally over. Shelby had recently collaborated with Ford Performance and Borla to come up with something that...
by - May 23, 2017
While the BMW M3 is making some noise in Abu Dhabi with its San Marino Blue outfit, Porsche on the other hand, is catching people’s attention in Dubai as the...
by - May 23, 2017
We first heard of the fifth generation SEAT Ibiza earlier this year, and last week, the company finally revealed the all-new Ibiza at the international launch in Barcelona. The new...
by - May 22, 2017
The aftermath of the Takata airbag recall still largely resounds in the automotive industry, as big automotive companies like BMW, Mazda, Subaru and Toyota were extensively hit with what is...
by - May 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries