Chevrolet’s Cruze is going into Canada with big hopes and a giant marketing campaign. GM is pulling all the stops to make sure they’re getting a piece of that pie. Launching all out marketing assault with the Cruze appearing everywhere from billboards to malls to TVs to YouTube where the voice of Tim Allen tells the viewer that it’s Civic hunting season. The reason for so much push is because 22% of Canadian car sales fall under the compact car class, making it the largest group sold in Canada.
“There really is fierce competition going on with so many solid contenders in this segment,” said Geoff Helby, an industry watcher at J.D. Power and Associates.
“We’re being very aggressive launching the Cruze in Canada. In doing so, we are not afraid to go head to head with key competitors in our ads.” said Mike Speranzini, GM’s director of advertising.
Their plan seems to be working, as Speranzini claimed that consumers who saw the ads are coming into dealers to look at the Cruze even though they’re not entirely ready to purchase the car.
“We’ve never had an ad with such impact,” he said.
The Cruze has been getting good reviews due to its 1.4-liter turbo 4-cylinder engine, six-speed automatic transmission, interior appointments, and much more. However some analysts are wondering if the Cruze can make the dent GM is expecting.
Richard Cooper, an independent auto analyst, said the Cruze is a good vehicle and stands out in a crowded market due to the effort GM has put into the marketing.
“But I’m not so sure it’s as outstanding as they would want it to be. There’s a lot of activity in that segment. GM really has to re-establish themselves there,” he said.
Also the Cruze is going to face stiff competition in the coming year. Toyota has just launched a refreshed Corolla, Hyundai introduced a new Elantra, Ford is getting ready to launch the new Focus and Honda has a new Civic coming soon.
“Right now, GM has a small window to shine,” said Geoff Helby of J.D. Power, a leading consumer research agency.
Source: The Star