GM's Docherty Swept Aside for Hyundai Marketing Whiz
05-10-2010, 11:03 AM
#16
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How is Hyundai wooing new buyers?? $199 Sonata leases, and fleet sales.
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
About as many people who aim to buy a camaro. The Sonata and Camaro were the two highest researched cars on the autotrader recently.
https://www.camaroz28.com/forums/sho...ghlight=sonata
Hyundai has come a long way, and they make some very nice cars that several middle-class type people would give consideration. They don't offer anything in terms of performance other than the Genesis, but the cars look good, have a great warranty, and are very well priced.
Last edited by Koz2; 05-10-2010 at 11:07 AM.
05-10-2010, 11:04 AM
#17
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05-10-2010, 11:38 AM
#18
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Anyway, yeah she was the same idiot that made that statement. I blasted her on the GM blog...idiot...
05-10-2010, 01:42 PM
#19
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05-10-2010, 04:02 PM
#20
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05-10-2010, 05:56 PM
#21
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"He didn't want to have to go through a half-dozen people to get something done," the GM executive said. "He wanted to be able to get on the phone and call one person and say 'Can I do this, yes or no?' and get a quick answer."
Dealing with bureaucracy (stupidity) on a daily basis, I , too, wonder how some people actually don't feel guilty about accepting their pay check each week... such is their pitiful work effort and lack of accountability. My basic moral is "if you can't do the work, step aside for somebody who can" and God knows there is always somebody who can.
05-10-2010, 06:37 PM
#22
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How is Hyundai wooing new buyers?? $199 Sonata leases, and fleet sales.
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
05-10-2010, 07:24 PM
#23
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How is Hyundai wooing new buyers?? $199 Sonata leases, and fleet sales.
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
The company’s global sales volume during the quarter jumped 36.6 percent from a year earlier to 842,037 vehicles.
http://blog.taragana.com/business/20...es-rise-52672/
http://blog.taragana.com/business/20...es-rise-52672/
And I could also see that Chinese cars will gain in popularity too. The Asian car makers all started from humble origins. Most of them grow to become industrial giants.
I'm not saying anything new here. This trend has been taking place for the best part of 30 years.
05-10-2010, 08:19 PM
#24
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GM Snagged Ewanick After Offering “Autonomy”
Looks like GM has wanted Ewanick for a while.....
http://www.thetruthaboutcars.com/gm-...ring-autonomy/
Advertising Age reports that GM’s surprise landing of former Hyundai and Nissan marketing boss Joel Ewanick nearly didn’t happen. In fact it didn’t happen once. GM offered Ewanick the top marketing job over two months ago according to AA, but he turned down that offer due to concerns about the position’s autonomy from GM’s entrenched “old guard” bureaucracy. As AA’s insider source puts it:
He didn’t want to have to go through a half-dozen people to get something done. He wanted to be able to get on the phone and call one person and say “Can I do this, yes or no?” and get a quick answer.
Apparently it took GM several months before coming back to Ewanick, who is considered a “rock star” of automotive marketing, with an offer that included freedom from its notoriously oppressive bureaucracy.
Money was apparently not a big factor for Ewanick, who will likely make about $750k per year, not counting stock options, due to the conditions of GM’s bailout. Instead, it seems that ego and the sense of challenge is what is motivating wanick. As IHS Global Insight’s Aaron Bragman puts it
Can you imagine putting down ‘Turned around GM marketing’ on your résumé?
And there’s no doubt that Ewanick faces a hell of a mountain to climb as GM’s new marketing boss. Right out of the gate, Ewanick has to make a decision on the forthcoming Chevrolet marketing campaign that is apparently being built around the tagline “Excellence For Everyone.” Early reaction to the tagline, dreamed up by Ewanick’s predecessor Susan Docherty, has not been great and Ewanick will have to make a quick decision on whether to run with that line or to take charge of the situation. With those ads about 30 days out, his options are still open… and his decision will set the tone for his tenure at GM.
He didn’t want to have to go through a half-dozen people to get something done. He wanted to be able to get on the phone and call one person and say “Can I do this, yes or no?” and get a quick answer.
Apparently it took GM several months before coming back to Ewanick, who is considered a “rock star” of automotive marketing, with an offer that included freedom from its notoriously oppressive bureaucracy.
Money was apparently not a big factor for Ewanick, who will likely make about $750k per year, not counting stock options, due to the conditions of GM’s bailout. Instead, it seems that ego and the sense of challenge is what is motivating wanick. As IHS Global Insight’s Aaron Bragman puts it
Can you imagine putting down ‘Turned around GM marketing’ on your résumé?
And there’s no doubt that Ewanick faces a hell of a mountain to climb as GM’s new marketing boss. Right out of the gate, Ewanick has to make a decision on the forthcoming Chevrolet marketing campaign that is apparently being built around the tagline “Excellence For Everyone.” Early reaction to the tagline, dreamed up by Ewanick’s predecessor Susan Docherty, has not been great and Ewanick will have to make a quick decision on whether to run with that line or to take charge of the situation. With those ads about 30 days out, his options are still open… and his decision will set the tone for his tenure at GM.
05-10-2010, 08:46 PM
#26
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It's not a big thing but Hyundai is able to attract customers with features that set BMW, Mercs etc... apart.
It's the lack of focus on the little details that kill GM. Hyundai's quality was quite bad some 20 years ago but they have continuously improved. That's the difference.
05-10-2010, 09:56 PM
#27
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Everyone suddenly acts like Malibu is such a POS...Maybe Sonata has passed it (maybe), but hey, it IS 3 years newer...Sonata is probably better than Camry as well, but few would consider Camry a bad choice (besides us).
05-10-2010, 10:08 PM
#28
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How is Hyundai wooing new buyers?? $199 Sonata leases, and fleet sales.
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
Yes, their cars are many moons better than the old ones. However, they are just rehashing old tricks, to get buyers in the door. After all, how many people do you know, who aim to buy a Hyundai??
Lease a 2011 Hyundai Sonata 2.4 GLS A/T for $199/month for 36 months, $2,399 due at lease signing ($2,200 customer cash down plus $199 for 1st month payment).
MSRP of $20,915.00 for 2011 Sonata (model #27402) including freight
MSRP of $20,915.00 for 2011 Sonata (model #27402) including freight
$199/month for 36 months, $1,999 due at signing.
That's also for an Accord with a $1700 higher MSRP.
The Malibu has a $1999 lease that requires $2598 down at signing so it's a tad more, but it's also a 27 month lease instead of 36 months. It also has a $1000 higher MSRP.
I'm sure there's probably a similar deal for the Camry and Altima too.
So no the $199 lease doesn't explain its success.
I'd say the #1 reason for the Sonata doing well are its great looks (inside and out) and class leading MPG.
05-10-2010, 10:18 PM
#29
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Actually I think a lot of the details were sweated on the Malibu.
Everyone suddenly acts like Malibu is such a POS...Maybe Sonata has passed it (maybe), but hey, it IS 3 years newer...Sonata is probably better than Camry as well, but few would consider Camry a bad choice (besides us).
Everyone suddenly acts like Malibu is such a POS...Maybe Sonata has passed it (maybe), but hey, it IS 3 years newer...Sonata is probably better than Camry as well, but few would consider Camry a bad choice (besides us).
No arguments from me if you think Sonata is a better car than Camry but the Camry is a great car (and it doesn't matter if people think otherwise here) because the sales numbers are proof that the car ticks all the right boxes.
The quality perception is still high for Toyota products. GM still have a way to go to challenge Toyota on this front.
How many people at GM honestly look themselves in the mirror and say with any integrity that they do a 'great' job at work, each day? I ask this because I am yet to be blown away by any GM product out there today. When you compare similarly priced vehicles, there is always something 'nicer' if you look elsewhere. That's the difficulty to have to face up to if you sold GM cars for a living. But more importantly, what are GM doing to change the perception, the product and quality around?
05-10-2010, 11:01 PM
#30
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Well..he is in marketing..so he won't have much input on the cars or the product they sell. He is just the one who comes up with the BS to sell it.
Here is what is interesting. Docherty moved rapidly up the chain under Lutz's tenure. Lutz was put in charge of marketing for a few months, then he handed it to her. As soon as Lutz retires..she gets "reassigned". What a coincidence.
Here is what is interesting. Docherty moved rapidly up the chain under Lutz's tenure. Lutz was put in charge of marketing for a few months, then he handed it to her. As soon as Lutz retires..she gets "reassigned". What a coincidence.