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GM's Joel Ewanick Seeks Apple In Chevrolet

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.

Read the whole story at The Car Connection »

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