General Motors this week begins an advertising campaign to promote its third-place finish in the latest JD Power initial quality survey, Bloomberg News reported.
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“When you get a piece of credibility like JD Power, you advertise it,” GM’s general manager of brand marketing and corporate advertising, John Middlebrook, told Bloomberg News.
Citing spokeswoman Peg Holmes, Bloomberg said GM would focus on three factories rated highest for their region in the survey, rather than the four vehicles that led their categories but would not reveal the cost of the campaign.
Bloomberg News said the category-leading GM cars in the survey were the Buick Century and LeSabre and Chevrolet Malibu and Corvette.
Factories topping ratings for North and South America were in Oshawa, Ontario; Bowling Green, Kentucky; and Lansing, Michigan Bloomberg News said, adding that in total quality, GM ranked third behind Toyota and Honda.
Bloomberg News said that advertisements would run in 18 cities where the GM has factories and would feature a variety of cars and trucks.
In a recent internal review obtained by Bloomberg News, GM executives said as many as 25 percent of US consumers won’t consider the company’s vehicles because of concerns about reliability.
