General Motors says that it has been over-promoting its largest vehicles and plans to change its marketing strategy by placing a much greater focus on its high-mileage cars, new hybrids and other
fuel-efficient vehicles.
The automaker's "dramatic redesign" of its strategy includes blanketing the Internet with advertising to drive home a message that GM can compete with industry
rivals on fuel economy, according to Mike DiGiovanni, the company's top sales analyst. When speaking to the media, company executives will talk up GM's high-mileage vehicles and commitment to new
fuel-saving technologies, such as hybrids and battery-powered vehicles.
Even in ads promoting trucks and SUVs, GM will focus on the fuel economy of its lineup relative to like-sized
competitors. "Whether a consumer sees a GM ad about one of our cars, crossovers, or trucks/SUVs, we want them to think fuel economy and hybrid technology," says spokesman John MacDonald. One ad, for
example, features football commentator Howie Long in a Chevy pickup giving a ride to drivers stranded when their trucks ran out of gas.
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