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G.M.'s Global Strategy Differs From Ford's

As Ford Motor streamlines its global business around its flagship brand, General Motors is sticking to a different international marketing strategy. Rather than focus on one brand, it wants consumers to be able to choose from a fleet.

Jonathan Browning, vice president for sales and marketing at G.M. Europe, says you need a portfolio of brands to reach a territory as diverse as his. Chevrolets are being marketed to entry-level car buyers, particularly in Eastern and Central Europe, Opels and Vauxhalls are for middle-market consumers with a "progressive" take on new technology. Cadillacs are popular with wealthy buyers in Russia. And Hummers are for people who like Hummers, wherever they happen to be.

In less affluent Eastern Europe, the Chevrolet brand has shown strong growth. Juts a few years after it was introduced, more than 450,000 Chevys were sold in the region last year.

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