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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.")

2019 GMC Sierra Denali MultiPro tailgate and CarbonPro bed explained

When the 2019 Chevy Silverado debuted at the Detroit Auto Show in January, GM's Mark Reuss promised that the new 2019 GMC Sierra would have some significantly different styling and features than its corporate sibling. Previously, the Sierra has been little more than a Silverado with new front and rear fascias and some extra chrome inside and out. Well, Reuss was right. In addition to new sheetmetal, the Sierra exclusively gets the slick MultiPro tailgate and CarbonPro carbon-fiber bed box The tailgate really is trick. At the debut, GMC had multiple demonstrations, with engineers walking us through all six different configurations. Like all Sierra tailgates, the MultiPro version uses an aluminum skin to reduce weight. It's easy to tell which tailgate is which, as the MultiPro has a distinct cutout in the middle where it can fold down or extend. It can be used to extend the bed, drop to allow easier access, provide a sort of workbench, or be used as a step to help get into the bed. Yes, there's even a handle. Ford who? The step itself can support up to 375 pounds, 75 pounds more than Ford's similar tailgate step. This tailgate really is unique to the Sierra and is standard on SLT and Denali models. That said, the power-operated tailgate from the Silverado won't be coming to the GMC. Chevy gets its own exclusive, too. The Sierra's other big exclusive is the carbon-fiber reinforced plastic bed box. CFRP replaces steel inside the bed though not on the fenders. The bed uses four pieces; one for the bottom, one in the back and two along the sides. This isn't a CFRP. There is no steel hiding underneath these panels. Just take a peek underneath. The bed is a composite that uses 1-inch carbon-fiber threads, not a weave. Sheets of CFRP are molded and quenched — a process where the plastic coagulates and solidifies, locking in the carbon fiber — in just 60 seconds. That allows GMC's supplier to crank out these much more quickly. The finish looks like black fiberglass, though an engineer said that this wasn't the final production version. The final model will have different textures in order to improve grip and keep things from sliding around. GMC is touting the material's dent and corrosion resistance, though it remains to be seen how well it holds up to cracking. A video at the reveal showed people going after it with hammers and cinder blocks, but in-person demonstrations weren't available.

Frustrated GM investors ask what more Mary Barra can do

DETROIT — General Motors Co Chief Executive Mary Barra has transformed the No. 1 U.S. automaker in her almost five years in charge, but that is still not enough to satisfy investors. Ahead of third-quarter results due on Oct. 31, GM shares are trading about 6 percent below the $33 per share price at which they launched in 2010 in a post-bankruptcy initial public offering. The Detroit carmaker's stock is down 22 percent since Barra took over in January 2014. After hitting an all-time high of $46.48 on Oct. 24, 2017, the shares have declined 33 percent. In the same period, the Standard & Poor's 500 index has climbed 7.8 percent. Several shareholders contacted by Reuters said GM could face a third major action by activist shareholders in less than four years if the share price does not improve. "I've been expecting it," said John Levin, chairman of Levin Capital Strategies. "It just seems a tempting morsel to somebody." Levin's firm owns more than seven million GM shares. Barra has guided the company through the settlement of a federal criminal probe of a mishandled safety recall, sold off money-losing European operations, and returned $25 billion to shareholders through dividends and stock buybacks from 2012 through 2017. GM declined to comment for this story, but the company's executives privately express frustration with the market's reluctance to see it as anything more than a manufacturer tied mainly to auto market sales cycles. GM's profitable North American truck and SUV business and its money-making China operations are valued at just $14 billion, excluding the value of GM's stake in its $14.6 billion Cruise automated vehicle business and its cash reserves from its $44 billion market capitalization. The recent slump in the Chinese market, GM's largest, and plateauing U.S. demand are ratcheting up the pressure. GM is one of the few global automakers without a founding family or a government to serve as a bulwark against corporate raiders. In 2015, a group led by investor Harry Wilson pressed GM to launch a $5 billion share buyback, and commit to what is now an $18 billion ceiling on the level of cash the company would hold. In 2017, GM fended off a call by hedge fund manager David Einhorn to split its common stock shares into two classes. Einhorn, whose firm still owned more than 21 million shares at the end of June, declined to comment about GM's stock price. Other investors said there were no clear alternatives to Barra's approach.