Dealers to GM: Fix advertising

Guilford, Dave; Cuneo, Alice Z.
August 1999
Advertising Age;8/9/1999, Vol. 70 Issue 33, p1
Trade Publication
The article reports that in 1999 a group of General Motors Corp. (GM) dealers drew up an agenda to improve the company's marketing campaigns. The group organized under the auspices of the National Automobile Dealers Association. Lou Kairys, chairman of industry relations in NADA, said the group wouldn't reveal its proposals until GM had a chance to react. Dealers are suggesting several initiatives, ways to improve timeliness of product and General Motor's vehicle-ordering system. Although it earned a record $1.7 billion in second-quarter net income, GM has seen its U.S. light-vehicle market share fall from 31.6% to 29.5% in the past year. Dealers feel GM tends to present vehicle programs and ad campaigns after it's too late to make substantial changes.


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