This could be the most important car launch GM has ever made. The heavily re-designed Malibu sedan is gearing up to be released into a hotly competitive market full of established competitors.
To make sure the new Malibu gets noticed, GM will launch an advertising and promotion blitz comparable to last year's launch of the redesigned Camry from Toyota. Though still heavily dependent on high-margin pickup truck sales, GM is banking on cars this year as well- with the launch of the Malibu and redesigned Cadillac CTS.
"This is GM's attempt to get back into the passenger car market," said analyst Erich Merkle, of IRN Inc. in Grand Rapids. "It's incredibly important. They have to figure out how they're going to be competitive outside of pickup trucks. They can no longer neglect every other segment."
"We're going to market with a company that is saying, 'What's it going to take?'" said Cheryl Catton, marketing director for Chevrolet. GM officials say that they will also reduce the number of models available to rental fleets, which are less profitable.
A promotion similar to that used for the Saturn Aura may be embraced, they add. This would make Accord and Camry available at Chevrolet lots for comparative test drives.
Malibu goes on sale this fall with a unique optional two-tone interior and dual-cockpit design. Pricing has yet to be announced.
photo:General Motors
To make sure the new Malibu gets noticed, GM will launch an advertising and promotion blitz comparable to last year's launch of the redesigned Camry from Toyota. Though still heavily dependent on high-margin pickup truck sales, GM is banking on cars this year as well- with the launch of the Malibu and redesigned Cadillac CTS.
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"This is GM's attempt to get back into the passenger car market," said analyst Erich Merkle, of IRN Inc. in Grand Rapids. "It's incredibly important. They have to figure out how they're going to be competitive outside of pickup trucks. They can no longer neglect every other segment."
"We're going to market with a company that is saying, 'What's it going to take?'" said Cheryl Catton, marketing director for Chevrolet. GM officials say that they will also reduce the number of models available to rental fleets, which are less profitable.
A promotion similar to that used for the Saturn Aura may be embraced, they add. This would make Accord and Camry available at Chevrolet lots for comparative test drives.
Malibu goes on sale this fall with a unique optional two-tone interior and dual-cockpit design. Pricing has yet to be announced.
photo:General Motors
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