Blog: Dave LeggettGM's mea culpa ads

Dave Leggett | 29 May 2003

We used to make bad cars, but we've learned from our mistakes and we've changed. Brave words that encapsulate what GM's latest advertising campaign is all about. I didn't realise that GM's poor quality reputation was so bad that around 40% of American buyers simply will not consider GM vehicles. That sounds high, although I'd like to know what the comparable figure for Ford is.

But good luck to GM with this. It's a starting point perhaps to getting some of that lost 40% back. And if there's one thing that jars with many, its smug or arrogant advertising that is out of kilter with reality - or perceptions. Admitting short-falls is no bad thing, shows honesty. Mind you, it has to be handled carefully. Road to Redemption? Just how long is that road?


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