GM Will Take Performance To Smaller Vehicles
Automotive News, Tuesday, August 24, 2010 10:36 AM
General Motors is considering expanding its performance line to its small cars -- such as the four-cylinder Chevrolet Cruze and the next-generation Chevrolet Aveo -- according to Jim Campbell, the marketing veteran who became vp of GM's performance vehicles and motorsports last week when Joel Ewanick hired Hyundai's Chris Perry to run Chevrolet marketing.
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"Small cars and compact cars are going to be more and more important going forward, and we're looking at efficient performance," Campbell tells Jason Stein. The performance division will "cross all brands," he says, but the emphasis will be on Chevrolet and Cadillac.
Campbell wants to improve the image of each brand, creating some marketing synergy. "If you come in and see a V-Series, you might not buy it, but you might consider something else" in the Cadillac showroom, he says.
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