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> Pontiac's shitty marketing round 2
Cyclone
post Apr 18 2006, 03:55 PM
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Okay some of you probably remember me making fun of the G6 marketing....mostly clarkma....about how "OMG ITS THE FIRST EVER G6!!!!". What the fuck does that mean anyways? I guess because they beat Apple to the G6 name? O-o

But anyways, I was watching tv tonight and the Pontiac Torrent commercial comes on. One of the features they mention for it "Bigger engine that the BMW X3". So I look up the specs on the Pontiac website.

The torrent ranks in at 185hp using GM's AGING 3400 3.4l engine. So I check out BMW and the X3 has a 225hp 3.0l engine. Okay, so the Torrent engine is PHYSICALLY BIGGER but it produces 40 less hp. Seriously wtf is that? "OUR ENGINE IS BIGGER!" Bigger != Better!

Besides, who is going to go SUV shopping and compair the Torrent to the X3 anyways?

God dammit Pontiac you pos car company >:|
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darinzon
post Apr 18 2006, 04:03 PM
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that pisses me off, because the average person probably won't even bother to look that up, and just assume that the torrent is more powerful. ah well, they both suck anyways.
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Cyclone
post Apr 18 2006, 04:05 PM
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QUOTE(darinzon @ Apr 18 2006, 08:03 PM) *
that pisses me off, because the average person probably won't even bother to look that up, and just assume that the torrent is more powerful. ah well, they both suck anyways.


True, I don't like either car. But Pontiac seriously has some of the worst marketing ever. It's right there besides Chevy's claim of being the most popular car on the road. Of course I heard that on the radio.
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Mr b00st
post Apr 18 2006, 04:11 PM
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oh god, the Torrent. Rolfcopter. WHy'd they bother?
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Mitlov
post Apr 18 2006, 05:24 PM
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That's dumb as sin.
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clarkma5
post Apr 18 2006, 05:29 PM
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GM marketing is awful...
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Pking688
post Apr 18 2006, 05:32 PM
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Yo at least its not another... well you know

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Mitlov
post Apr 18 2006, 05:35 PM
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What pissed me off the most was the Chevy trucks ad which stated "there's no Japanese word for pickup truck." Yeah, well Toyota's engineers are still whooping your butt, despite the fact that they're calling the Tacoma a "pi-ku-pu tu-ru-ku." GM didn't even claim that their trucks were better in that ad. They just waved the jingoism banner.

Actually, the GM ads that piss me off even more than that are the "Car and Driver editor-for-a-day" ads in C&D (I think they have equivalent ads in Motor Trend). They basically make something look like a magazine shootout between a Cadillac and a German competitor, and have Cadillac win. If you didn't see the small "advertisement" note at the top (and it's small), you might actually take it to be a C&D article instead of an ad. When you have to resort to trickery to sell your product, something is WRONG with your product.
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fiber optic
post Apr 18 2006, 06:03 PM
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QUOTE(Mitlov @ Apr 18 2006, 08:35 PM) *
Yeah, well Toyota's engineers are still whooping your butt, despite the fact that they're calling the Tacoma a "pi-ku-pu tu-ru-ku."


Easy there chief GM still sells more trucks.


And back to topic: Torque numbers are comparable and so are fuel economy ratings. At almost 33% lower MSRP and no 'prick factor' if I were shopping between these 2 (for whatever unholy reason) I'd lean toward the Poncho.
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Cyclone
post Apr 18 2006, 06:45 PM
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QUOTE(fiber optic @ Apr 18 2006, 10:03 PM) *
Easy there chief GM still sells more trucks.
And back to topic: Torque numbers are comparable and so are fuel economy ratings. At almost 33% lower MSRP and no 'prick factor' if I were shopping between these 2 (for whatever unholy reason) I'd lean toward the Poncho.


You're completely missing the point though. They're advertising their vehicle and lying about it being better than others. And if I were shopping for an SUV I'd consider my price range first. If I were in the $35k price range why the fuck would I look at a Pontiac? The fact is GM's marketing sucks ass period. Sure, they're still selling more trucks at the moment but those sells have been on a downward spiral for awhile as more and more japanese competitors roll out which offer better performance, towing, relability, etc all without the bullshit "Hey buy our overpriced trucks and we'll GIVE YOU MONEY!" incentives.
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imisplacedmine
post Apr 18 2006, 06:46 PM
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That sad pontiac is very undeserving of it's name... as usual.
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PBB
post Apr 18 2006, 06:51 PM
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QUOTE(imisplacedmine @ Apr 18 2006, 10:46 PM) *
That sad pontiac is very undeserving of it's name... as usual.

Why? Torrent means massive rain and GM's raining down the massive bullshit trying to sell 'em. The name's perfect.
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Cyclone
post Apr 18 2006, 06:57 PM
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QUOTE(PBB @ Apr 18 2006, 10:51 PM) *
Why? Torrent means massive rain and GM's raining down the massive bullshit trying to sell 'em. The name's perfect.


Hahahahaha
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infinity
post Apr 18 2006, 07:18 PM
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I don't really think people searching for a smaller SUV would be comparing Pontiac's to BMW's anyways, unless they were just really retarded to begin with. Still pretty homosexual of Pontiac though. It's like they were sitting around a big conference table thinking "what can we say to make people think it's better than the BMW, but they can't sue us for false advertising over?"
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bing5500
post Apr 18 2006, 09:08 PM
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If you guys want to read a good article that explains part of the reason for the horrid marketing from GM then take a look at this NYTimes article...

General Motors Accounts May Be Up for Grabs

By STUART ELLIOTT

AFTER decades of standing pat on its agency lineup, the troubled automaker General Motors is finally taking steps to shake things up.

General Motors is famous on Madison Avenue for being loyal to the agencies on its roster. Campbell-Ewald, for example, has created campaigns for the Chevrolet brand since 1914. "The wheel wasn't invented then," one agency executive who works for G.M. said facetiously.

As for the other main marques, Leo Burnett and its predecessor agencies have produced campaigns for Pontiac since 1935 and Cadillac since 1936. Buick has been handled by McCann Erickson since 1958.

As a result, a G.M. agency change comes along about as often as a Buick on the Ginza. In the last decade, there were three: the Saturn creative account shifted to Goodby, Silverstein & Partners from Publicis & Hal Riney in 2002; the companywide media planning account was consolidated and awarded to the Publicis Groupe in 2000; and the GMC creative assignment moved to Lowe Worldwide from McCann Erickson in 1997.

Now, there are indications that General Motors, eager to reverse a continuing slide in sales and market share in North America, may be willing to rethink its reliance on long-term relationships. That is big news for agencies because G.M., despite its difficulties, remains the nation's largest automaker, far outspending competitors for advertising.

G.M. spent $2.9 billion on ads last year, the Nielsen Monitor-Plus tracking service reported, compared with $1.7 billion for DaimlerChrysler and $1.6 billion for Ford Motor. In fact, G.M. was outspent last year by only one other American advertiser, Procter & Gamble, which spent $3.5 billion, according to Nielsen Monitor-Plus.

Although G.M. spends billions to pitch its products, the company "still keeps making basic, fundamental errors," said Al Ries, a partner at Ries & Ries in Roswell, Ga., a marketing strategy consulting company.

Foremost among them is that "a company with multiple brands has to establish positions for each," Mr. Ries said. "General Motors used to do that, but now it doesn't."

"Chevrolet's slogan, 'An American revolution,' tries to say everything, and when you say everything you say nothing," he added. "And Buick says it's 'Beyond precision'; even if you believe that, does it mean the other brands are not making it, precision-wise?"

Asked if the ad woes are the fault of General Motors or its agencies, Mr. Ries said: "You really have to blame the client rather than the agency. Because the client can always say no."

In the last three months, there have been signals that General Motors may be starting to say no, or at least maybe. Here are some examples:

Creative project work for about half the models sold by Cadillac, including the CTS sedan and SRX crossover, was awarded to Modernista, a Boston agency known for its quirky and successful ads for the G.M. Hummer brand. The Cadillac work had been created by the Troy, Mich., office of Burnett, part of Publicis, which kept the creative duties for Cadillac models like the Escalade and XLR roadster. Cadillac spends an estimated $300 million a year on advertising.

The account to create campaigns for the General Motors Service and Parts Operations unit, selling brands like G.M. Goodwrench, Genuine G.M. Parts and ACDelco, was placed in review after three decades at Burnett and its predecessor agencies. G.M. is estimated to spend about $40 million a year on those ads.

Chevrolet, after so many years with a single agency, Campbell-Ewald, has added another to its roster, Deutsch, which like Campbell-Ewald is owned by the Interpublic Group of Companies. Deutsch is handling project work for Chevrolet sports marketing campaigns, including the brand's sponsorships of Major League Baseball and Nascar.

"We are trying to improve our advertising and marketing performance as one of the keys to improving our performance in North America," said Ryndee Carney, manager for advertising and marketing communications at G.M. in Detroit.

"We're taking a fresh look at what we're doing," she added, "and we're asking our agency partners to do the same."

Mr. Ries said he welcomed whatever changes G.M. chooses to make.

"It's good they're listening to outsiders," he said. "It used to be said General Motors wouldn't listen to anyone without gasoline in his veins, which is why the company's stuck to the traditional automotive agencies based in Detroit."

Ms. Carney said the sudden spate of changes after so many years of status quo is partly coincidental, because the divisions operate independently.

For instance, Ms. Carney said, "a decision was made by Cadillac to give project work to Modernista for vehicles that are perhaps aimed at a younger audience that is not G.M. or Cadillac owners."

Because Modernista creates ads for Hummer, she added, "there's a lot of experience working in the premium channel."

Another reason for the change is that Liz Vanzura, who just became the Cadillac marketing director, has worked twice before with the executives at Modernista, most recently when she was the Hummer marketing director.

Similarly, the decision by Chevrolet to add an agency was specific to the needs of that division, Ms. Carney said. It was intended to help Campbell-Ewald, which remains the Chevrolet creative agency of record, "focus its efforts on important product launches this year," she added, including new versions of the Avalanche, Silverado, Suburban and Tahoe lines of trucks and sport utilities.

Mike Sheldon, president of the Deutsch office in Marina del Rey, Calif., which is handling the Chevrolet sports work, said the decision was a recognition that "there are other agencies outside of Detroit with automotive experience and another perspective."

"Nothing against the folks from Detroit," he added, "but there's other people who could do this." The office created campaigns for Mitsubishi Motors North America from 1998 until early last year; the Chevrolet assignment came in November.

For the Chevrolet Nascar sponsorship, Deutsch is creating an offbeat campaign featuring drivers like Jeff Gordon and Kevin Harvick. In one commercial, they are seated in a restaurant celebrating their victories with Nascar-style toasts: pouring Champagne over their heads, as they do on the track, rather than drinking it.

"So much of advertising for Nascar is running footage of vehicles and checkered flags," Mr. Sheldon said. "This is a little more fun."

The Deutsch headquarters in New York handled the account of the metropolitan New York Pontiac dealers for 12 years, until 1995. Since then, there has been speculation that the national Pontiac creative account would be shifted to Deutsch from Burnett. An article in the March 20 issue of Business Week, for example, reported that Deutsch "has developed a strategy for Pontiac."

Mr. Sheldon said: "I didn't read that. I like that that's out there, but there's nothing going on."



Correction: March 21, 2006

The Advertising column in Business Day on Friday, about General Motors and its agencies, misstated the scope of a review for the account of G.M.'s Service and Parts Operations unit. It involves brands like Goodwrench and G.M. Performance Parts that are handled by Leo Burnett not the ACDelco brand, handled by Campbell-Ewald.
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DZ302
post Apr 18 2006, 09:09 PM
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Guest_PAULIE_D_*
post Apr 18 2006, 09:13 PM
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I think 85% of all currently available GM models are piss-poor quality, aging dinosaurs.
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DZ302
post Apr 18 2006, 09:15 PM
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QUOTE(PAULIE_D @ Apr 18 2006, 10:13 PM) *
I think 85% of all currently available GM models are piss-poor quality, aging dinosaurs.

I don't think any American manufacturers use 20 year old chassis anymore
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clarkma5
post Apr 18 2006, 09:17 PM
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QUOTE(DZ302 @ Apr 18 2006, 10:15 PM) *
I don't think any American manufacturers use 20 year old chassis anymore

The W platform lives on for most of GM's large FWD sedans!! (as an example)
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DZ302
post Apr 18 2006, 09:19 PM
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QUOTE(clarkma5 @ Apr 18 2006, 10:17 PM) *
The W platform lives on for most of GM's large FWD sedans!! (as an example)

Well it's heavily revised for '06. Either way it's still a decent platform
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