Lutz to make ‘drastic’ changes to General Motors advertising

Posted: Jul 14, 2009
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Bob Lutz, who ‘unretired’ to come back and work for the new GM, hasn’t even been on the job for one week and is already making numerous headlines. The new head of marketing for General Motors Company said that he his going to make “drastic” changes in the “tone and content” of all of the company’s advertising, reports Automotive News.

Speaking about the new 2010 Buick LaCrosse advertising campaign, Lutz said “Let me put it this way: That Buick commercial tested very well, which is not the same as saying that it’s an effective ad. I think you will very quickly see a drastic change in the tone and content of our advertising. And if you don’t, it will mean that I have failed.”

He said that his first priority is to create a public relations department and advertising messages that will ”not only break through but actually leave consumers with an enhanced view of each of our brands.”

“Easier said than done,” he said, “but we must do it.”

Any ideas for Lutz: Suggest them in the comments section below.

- By: Omar Rana


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  • tonyb2

    GM deserves to go bust again hiring a leech like Bob Lutz. He has no business receiving a pay check from this company and they are complete fools for hiring him back. What a load of crap.
    He bailed on the company before and should not be receiving pay for having helped sink this company with stupid decisions the first time. Wake up GM!
    http://www.bloomberg.com/apps/news?pid=20601087…

  • jrw22

    Tonyb2, if you knew anything about GM and its structure and history, you would realize Bob Lutz is a fantastic executive and real car guy. GM would be WAY worse off if Lutz had not started turning the products around when he arrived. He made huge strides with interior devleopment, seems and gaps, NVH, platform development, giving power back to the designers, working wth GM's foreign subsidieries to collaborate on technology development etc. Lutz is a genius and a legend in the car business. He was behind a lot of automotive history and in marketing, he was behind BMW's slogan of “The Ultimate Driving Machine.” He sees through all the bureaucracy and BS. The article from Bloomberg that you linked means nothing other than he is a smart business man and did what any smart business man would do. And when did he bail on the company? He is 77 and a former fighter pilot who has plenty of money. He is doing this because he wants to and is good and the company and the government want him back.

  • zermatt

    If GM wants the LaCrosse to sell well it should drop the name and start over.

    Who names a car after a French Canadian slang term for self gratification anyway?

  • GMfan87

    couldnt have said it better my self…maximum bob is the man, end of story

    i personally liked the buick commercial…GM's situation as far as consumer perception isnt fixable overnight, in fact it's probably not even fixable for another 10 years. they lost the consumer's trust. now its time to start fresh, pay back the govt., and prove that GM is the best automaker out there. I think its possible…will they do it? it depends on if they learned their lessons…but hiring bob lutz back on is a definate step in the right direction

  • tonyb2

    Obviously ole Bob isn't that fantastic of an executive or car guy or GM wouldn't have gone bankrupt in the first place. I know Bob Lutz's accomplishments very well. He had great moments in the industry and did good things, he is now rich and he should move on. He had his opportunity to help turn GM around, It's time for ole fantastic executive and real car guy Bob to move on.

  • GMfan87

    couldnt have said it better my self…maximum bob is the man, end of story

    i personally liked the buick commercial…GM's situation as far as consumer perception isnt fixable overnight, in fact it's probably not even fixable for another 10 years. they lost the consumer's trust. now its time to start fresh, pay back the govt., and prove that GM is the best automaker out there. I think its possible…will they do it? it depends on if they learned their lessons…but hiring bob lutz back on is a definate step in the right direction

  • tonyb2

    Obviously ole Bob isn't that fantastic of an executive or car guy or GM wouldn't have gone bankrupt in the first place. I know Bob Lutz's accomplishments very well. He had great moments in the industry and did good things, he is now rich and he should move on. He had his opportunity to help turn GM around, It's time for ole fantastic executive and real car guy Bob to move on.