On Tuesday, General Motors held its second annual Global Business Conference for investors. Joel Ewanick, who heads GM global marketing said at the event that he wanted the Chevrolet brand to be more
like Apple to differentiate itself from other mid-market brands like Toyota, Volkswagen, Hyundai and Ford.
Columnist Richard Reade thinks that benchmark is off the mark. "Using Apple
as a benchmark for car companies -- particularly Chevy -- would be weird at best, misguided at worst," and delineates his reasons, starting with Apple's "special club" cachet that he says Chevrolet
can't possibly emulate.
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