Choosing major soccer sponsorships across the pond over events such as the Super Bowl, the constant switching of ad agencies, and the controversial termination of Facebook advertising could all have been seen as how Joel Ewanick “failed to meet the expectations the company has of its employees”. But for the now-former General Motors Chief Marketing Officer, these moves may not have been the reason for his departure at all.
Instead, according to sources of The Detroit Free Press, Ewanick’s marketing tactics failed to gain ground in the market. In fact, the company has actually lost market share from this time a year ago, down to 18.1% in the first half of 2012 from 19.9% a year earlier. This loss, according to the sources, was enough to demand Ewanick’s resignation.
However, the Freep did note Toyota’s recovery from the natural disasters that affected Japan, which more than probably played a role in GM’s market share loss, along with the company’s slowed product cadence on volume models between now and a year ago.