Alan Batey, General Motors' interim chief marketing officer, told Automotive News that he would not stay long at his current post. Also currently serving as GM's vice president of U.S. sales and service, Batey divulged that his role as interim CMO is transitional and the carmaker has yet to appoint a new marketing chief.
"Longer term, I don't think you're going to see me as the CMO," Batey told Automotive News. Batey was made to temporarily handle the position left by former GM CMO Joel Ewanick, who was forced to resign in July 2012. The decision of GM’s top brass to name Batey as the carmaker’s interim CEO is likely due to the trust he earned for stimulating Chevrolet's sales force and dealer network after GM’s collapse in 2009.
He served as Chevrolet’s U.S. sales boss from March 2010 until June 2012, when GM North America President Mark Reuss promoted him to sales chief across GM's four brands. According to Batey, there have been no major changes to the carmaker’s marketing strategy since Ewanick's exit.
He also confirmed GM’s continued support for the restructuring of its advertising operations, which entailed consolidating GM's media-buying duties and Chevrolet's creative ad work to just two big advertising agencies. Batey, however, is noncommittal about "Chevy Runs Deep," the tag line that received criticisms since its debut in fall 2010. Ewanick said in March 2012 that the theme was being reviewed, with its fate to be decided over the summer.