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Despite strong profits, GM still fighting flat market share

Looking at the progress General Motors has made since it entered bankruptcy, it's easy to forget that the company still has a long way to go before it's the juggernaut it once was. A recent report from Reuters points out that, while GM is making money, it isn't making any gains in terms of US market share. Quite the opposite, really. Consider this factoid: In 1963, nearly half of the cars sold in the United States were from Chevrolet, Cadillac, Buick, GMC or Pontiac. Now, the company's US market share is stagnant at 17.9 percent. That same number is half of just Chevy's 1963 market share. This is all despite GM going on a binge replacing or updating its models. "Market share increases are not instantaneous," Mark Reuss told Reuters at the 2014 Detroit Auto Show. "We've got a lot of baggage. Don't underestimate what people though of us, or these brands, through these hardships and 30 years." The reasons for the stagnant market share are numerous. Reuters points out that retooling of factories and a focus on limiting incentives are both good things for profit, but not necessarily for market share. There's also the troubling turnover of the brand's marketing department. These issues don't change the fact that Chevrolet has lost 1.4 percent of its market share in two years, and that Cadillac - arguably GM's most improved brand overall - has lost 1.2 percent in the same period. Part of that can be blamed on GM's avoidance of fleet sales in favor of more profitable customer sales. "Our focus has really been on retail and that's where we've got the growth," said Alan Batey, GM's interim global marketing boss. "We want to grow GM and that means growing market share and profits, but it's not at all costs," Reuss said. News Source: ReutersImage Credit: paul bica - Flickr CC 2.0 Earnings/Financials Buick Cadillac GM GMC sales profits

General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")

2017 GMC Acadia First Drive

We're in the midst of the Second Great CUV War, and the crossovers are winning by a lot. Compact sedans are being hauled around the side of idled factories and unceremoniously shot. FCA, whose be-sweatered CEO is either omnipotent or a troll of the highest order, is organizing a last stand around profit-dense SUVs and trucks on the off chance that gas prices don't rise ever again. It's the tall wagon's finest hour, and GMC is hoping the new Acadia will capture a share of the glory. The old Lambda-platform Acadia was introduced in 2007, leading the full-size, three-row crossover charge that spawned a quartet of semi-indistinct variants, including a Saturn. (Remember Saturn?) These four were truck-like in heft and capabilities, but lighter and better-mannered than their body-on-frame counterparts – and with an unusually stout 5,000-pound towing capacity. The Lambda siblings bombarded established beachheads on the sales territories occupied by minivans and truck-based SUVs. Last year, GMC moved nearly 100,000 Acadias in the US, the best year ever for the model. Now GMC shows up with a deflated Acadia for 2017, 7.2 inches shorter overall, 3.5 inches narrower, and with a 6.4-inch-shorter wheelbase. The company has even carved something like 700 pounds out of its previously portly unibody, mostly due to the size reduction but also through an increase in the percentage of high-strength steel and the use of lighter soundproofing materials. GM's C1XX platform was launched with the Cadillac XT5 earlier this year, and this GMC version is the second to appear. There's even an available four-banger, but more on that in a bit. What remains to be seen is whether the downsized Acadia represents a leaner, meaner fighter or if GMC is sending it into battle hamstrung. Outside, the new Acadia is stealthily innocuous. Gone is some of the lozenge-ness of the outgoing Acadia, but don't fret about it standing out from the crowd. The overall styling falls into lockstep with the Sierra and Canyon. The cut of the rear window, with an upsweep at the trailing edge, emulates the brand's mid-sized truck offering. A chrome mustache cuts across the front fascia below the grille, and there's more brightwork around the front side windows and at the crease below the scallop in the doors. The taillights are more contemporary than before, with an attractive elongated C element comprised of LEDs.