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Published on Thursday, May 15, 2008
By Sharon Terlep
After months of holding out hope that U.S. truck sales would rebound, General Motors Corp. is accepting that the market shift toward more fuel-friendly vehicles isn't likely to end.
The automaker, which has made billions off its hefty trucks and SUVs over the years, said Tuesday that it's been over-promoting its largest vehicles and plans to change course.
Instead, GM will implement a "dramatic redesign" of its marketing strategy that places a much greater focus on its high-mileage cars, new hybrids and other fuel-efficient vehicles.
"We've been promoting our trucks more than we should have," Mike DiGiovanni, the company's top sales analyst, told a bankers conference. "We're going to shift our marketing toward fuel economy and hybrids."
The automaker's new strategy will blanket the Internet with advertising to drive home a message that GM can compete with industry rivals on fuel economy
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