GM’s Sales Down, Company Keeps Its Marketing Strategy image

Although GM’s sales dropped 6.4% in July, the company will not give up its US marketing strategies after Joel Ewanick suddenly quit on Sunday.

Joel Ewanick, GM’s marketing chief, came up with several important marketing initiatives, among which a campaign launched on July 10th that offered new Chevrolet buyers a 60-day return guarantee. But the company decided to fire Ewanick due to issues regarding a European soccer marketing deal. His place was taken by Alan Batey, who was recently named vice president of U.S. sales and service.

“There is no change in direction, there is no change in priorities,” Batey said. “The team is focused on executing. This has nothing to do with our strategy. … You shouldn’t read anything into this that we didn’t announce.”

GM blames its decline in July on the 41% decrease reported by the car rental companies. Although its fleet sales were up, retail sales were down 3.2%. The company could have done worse if it wasn’t for Cadillac’s 20.7% increase due to the new XTS large sedan, which sold 1.739 units. Last week GM’s Lansing Grand River facility began production of the new Cadillac ATS compact sedan.