General Motors Co.’s new marketing chief

General Motors Co.’s new marketing chief, Joel Ewanick, said today that Chevrolet is preparing an ad campaign for October that captures the banter that happens when a Silverado pickup owner gets in the same room with the owner of a competing brand. “There’s really two big camps,” Ewanick said of Chevy and Ford pickups. “We’re going to find interesting, creative and funny ways to take advantage of the fact that there’s really the Hatfields and McCoys.” Ewanick said the campaign will encompass TV, print and online. He declined to reveal details of its scope or cost. Ewanick said the inspiration for the ads was his own family get-togethers at which relatives and friends would rib one another about their trucks. He said that since arriving from Nissan North America three months ago, he has been impressing on staff that GM brand owners have experiences with those brands that could be tapped for campaigns. GM, Ford and Chrysler, despite losing passenger-car market share to foreign competitors, still dominate the U.S. pickup market. Through July, the Detroit 3 controlled 81.8 percent of that market, compared with 81.3 percent during the same period last year.

 

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