If you sold a car every time someone said, “GM’s got to stop doing business the same old way,” you’d still be working for the largest car company in the world. The funny thing is those people never offer up an example of what that new way of doing business should be.
I’ll try to be an exception.
I’d like to see people walk into your showrooms (before I add the “and” that would be the objective in and of itself) and see three competing brands: Let’s go with the Honda Accord, Toyota Camry and Chevy Malibu.
Advertising should be created to ask prospective car buyers to “Compare the three best values in the automotive industry to see which is best for you – in one stop.” While we’re at it, let’s offer test-drives for all three, too. Want to compare? Come on down. We’ll save you time, gas and money before you buy anything.
Follow-up angle: Remove the badging on the Malibu and take it around the country as a “concept” car. Record what people think. This is going to sell for less than its gas mileage – mid 20s, “What do you think?” Who makes it? Surprise, its General Motors and we make the best car pound for pound dollar for dollar with a great dealer network coast to coast to back it up.
Then make more ads out of the commentary.
Let’s invite everyone to contrast and compare these vehicles on-line, too. Consumers, industry experts, bloggers – all those people who have been telling you what to do for years. Let’s have a web 2.0 smack-down. Go to PoundForPoundDollarForDollar.com to join in.
The whole point: Push Chevy into a competitive set with Honda and Toyota, a smarter, tighter competitive set than it might be in right now.
It’s time to get America talking about your car and not your car company.