GM Marketing Czar Turns Toward Efficiency
Photo Gallery
Sorry there are no photos!
Hide
One day after the US government rejected GM’s turnaround plan, Mark LaNeve, the company’s vice president of sales, service, and marketing for North America, spoke with Eddie Alterman, editor-in-chief of Car and Driver magazine. The interview gives a direct glimpse into the company’s mindset as it goes back to the drawing board on its recovery.
Interview with Mark LaNeve, vice president of sales, service, and marketing for North America, on March 31, 2009.
For most of the discussion, LaNeve and Alterman talked about restoring consumer confidence and the future of GM brands. But in the final minutes of the 11-minute interview, the discussion turned toward fuel-efficiency and smaller cars. LaNeve said the company knows how to produce high-performance vehicles, but at this time emphasizing smaller efficient vehicles is “a better message to send to our key stakeholders, to our customers, and certainly to the government whose made that a requirement of our viability.”
Alterman asked: “How do you deal with a government that doesn’t have a solid energy or transportation policy? How do you design for a government that says build smaller cars, but we’re not going to step on the political third rail of a gas tax?”
LaNeve replied:
Based on LaNeve’s response, does GM have a sufficient commitment toward fuel-efficient technologies and to consumers eager for cutting-edge green vehicles?