GM preps media blast for revamped classics; car/SUV hybrids a go go - sport utility vehicles

Brandweek, Jan 12, 1998 by David Kiley

Hybrid cars were all the rage at last week's North American International Auto Show in Detroit, so much so that it got a bit confusing. The term "hybrid car" has come to define two different car types: alternative fuel cars that run on two different power sources, such as electricity and gasoline, and cars built and positioned as neither truck nor car, such as the Subaru Outback and the gaggle of vehicles following in its wake.

Buick general manager Bob Coletta took the wraps off a "hybrid" concept car built off the Park Avenue platform, called the Signia, which looks like little more than a wagon with all-wheel drive. Though a concept car, the likelihood of a Buick with wagon/utility features is practically a lock. "I don't think a truck-based vehicle is right for where we are taking the Buick brand," said Coletta.

Signia already has its own Web site, so that Buick can more easily collect consumer feedback as it tests design features and changes and puts them on the Web.

Pioneer Subaru bolsters its own line with the Subaru Legacy Sport Utility sedan, a pumped up version of the Legacy sedan with a different suspension, fatter tires and greater ground clearance than the regular Legacy.

Toyota's Lexus unit, meanwhile, will roll a sport utility that looks like a cross between an Outback and Ford Explorer. Lexus svp/gm Jim Press said the RX300 should attract a fair number of first-time SUV buyers, looking for greater utility without sacrificing comfort for town and fair-weather driving. RX300 gets a $70 million campaign starting in March.

In the hardcore SUV category,, Toyota this spring will hit TV airwaves for the first time with its venerable Landcruiser. "We have not needed to advertise it much before, but it's time to increase awareness now that there is more competition in this full-size segment," said Toyota corporate marketing manager Dave Pelli. "We Lexus goes hybrid wit will be launches new Grand showing, in the TV spot, how Landcruiser is a true world vehicle, having been a benchmark for many years in international markets."

There were also a few cases of hybrid branding, as in co-branding. The most eye-popping was Jaguar's co-branding effort with Raytheon's Beech aircraft. Raytheon has taken the Jaguar brand and cachet and wrapped it around a new $2.6 million corporate plane. The Jaguar logo appears on the tail, as well as inside the plane, and the colors and interior design were all Jaguar-inspired. Besides each company spending about $500,000 running print ads that couple the plane with the new Special Edition Jaguar sedan, they will pair for 16 fly-and-drive events during the year, as well as at air and equestrian shows, which attract the right demographic consumer for both brands.

And, now that Jeep brand has parted with outdoorsy cataloger Orvis, the direct marketer/merchandiser has been fielding offers from other car companies. Both Subaru and Volvo have been among those trying to snare Orvis for deals to sell Orvis edition vehicles, Subaru for Outback and Volvo for its new all-wheel drive wagon.

General Motors has legitimately improved its product offerings in some critical product segments at some of its struggling brands, and is thus planning significant increases in ad spending on several of its redesigned models, executives said last week.

Ad spending for the all-new, 1999 model Pontiac Grand Am will nearly double this model year to almost $100 million, said brand manager Jim Bunnell. The campaign is scheduled to break in early April with the tagline, "Excitement well built."

Starting in early fall, the Chevrolet division will spend $80-100 million on advertising for its new full-sized Silverado pickup, which replaces the C/K model, said Kurt Ritter, Silverado brand manager. The media boost is aimed at further distinguishing the Silverado from it's sibling at the Pontiac-GMC division, the GMC Sierra full-size pickup truck. The two vehicles are identical beneath their facades, but the Silverado will be portrayed as rugged and reliable, the Sierra positioned as powerful and refined, said Jim Kornas, Sierra brand manager. Ad spending on the GMC Sierra will increase at least 20% over the prior model year.

Chevy also plans to rev up its Monte Carlo brand by using the Tasmanian Devil character from Warner Bros. as a spokesman in a multi-year deal estimated at more than $20 million. A TV spot from Campbell-Ewald featuring the devilish character with racing champion Dale Earnhardt is scheduled to break in mid-February to coincide with the Daytona 500.

In other GM news, Oldsmobile will launch an ad campaign for the all-new Alero in late September, said Bob Clark, Alert's brand manager. The campaign, expected to be supported by $80 million in measured media, will be a little "edgy," Clark said, in hopes of attracting independent-minded younger buyers to the division, which typically sells to older baby boomers.

GM's Cadillac division will begin advertising its all-new 1998 model Seville with regional efforts in mid-March and national efforts scheduled for April, said Ed Berger, Seville brand manager. Ad spending for the Seville will be up 40% over the 1997 model year . . . "You're going to have to work hard not hear about the new Seville," Berger said.