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

Login or Create new account to add a comment!

Recommended

Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Now on sale in several major markets around the world including Europe, the BMW 5 Series (G30) heralds the arrival of the new seventh generation and represents a whole new...
by - February 19, 2017
Just recently, it was speculated that a new Porsche Cayman GT4 RS is coming. There is no official confirmation yet from the German sports car maker, but the arrival of...
by - February 18, 2017
Will there be a BMW M4 CS? Apparently, there is a Club Sport version of the BMWM4 after it was sighted in California doing a shoot for a new commercial...
by - February 18, 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