GM SHOWS FIRST MANAGED BRANDS
By Adnews Staff
General Motors Corp. this week unveiled the first new vehicles to be launched under the brand management system adopted by the U.S.-based car company last year. Four completely redesigned models were introduced in the mid-sized class, which makes up the largest single market segment: the Oldsmobile Intrigue, Buick Century, Pontiac Grand Prix and Chevrolet Malibu. "One model can't possibly fit all the needs of the industry's largest segment that encompasses more than one of every four passenger cars on the road today," commented GM's worldwide marketing chief Ron Zarella, at the 1996 North American International Auto Show in Detroit. Also introduced at the show was the Catera, a new Cadillac model aimed at baby boomers. Designed and built in Germany, the car will be shipped overseas for North American sales. GM also showed a new Chevrolet pickup truck. Last year GM decided to name 35 brand mangers, each responsible for building image, developing advertising and establishing prices for one or more models. Under the new system, overlapping of models is to be eliminated and each vehicle is to be marketed to a well-defined market niche.