BMW, GM on collision course over Cadillac ad

Halliday, Jean
May 1999
Advertising Age;5/17/1999, Vol. 70 Issue 21, p67
Trade Publication
This article reports that BMW of North America wants General Motors (GM) Corp. to alter a print advertisement that claims the Cadillac Seville STS outperforms the BMW 540i in a slalom course. BMW protested the advertisement in a letter to GM General Counsel Tom Gottschalk in May 1999. The controversy stems from the tires used on two cars. The small print in the Cadillac advertisement reveals that the Seville was tested with optional Z-rated tires, while the 540i ran the course with standard H-rated tires. Z-rated tires are certified for a top speed of 150 mph. H-rated, up to 118 mph, said a Cadillac spokesman. He said Cadillac had not heard anything about the flap from the GM legal department or from BMW, and has no plans to pull or change the advertisement. Agency D'Arcy Masius Benton & Bowles declined to comment.


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