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General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")

GMC to get own model not shared with Chevy?

For years, GMC has existed as a brand without a single unique product, reconstituting Chevrolet trucks, SUVs and crossovers with more frosting in exchange for a few extra dollars. The Sierra is a Silverado, the Acadia a Traverse, and the Terrain an Equinox, although admittedly the latter pair are visually differentiated to a significant degree.
GMC could be set to expand beyond its Chevy-based roots, though. During last week's Detroit Auto Show press days, GM's product boss Mark Reuss was asked whether there'd ever be a GMC that wasn't taken from Chevy. "Oh, yes, you will," Reuss told the media. "The health of GMC is astonishingly good from a consideration standpoint." Reuss wouldn't elaborate on what the model could be, although we're quite happy to make some guesses. GMC has its bases fairly well covered, with a mid-size and full-size crossover, as well as a mid-size, full-size and HD pickup. We doubt GMC will be building a family sedan, sports car, or hatchback, so really, the only place we can see the brand going is into a smaller crossover.
Automotive News points out that the most recent small GMC showcar, the 2010 Granite concept (shown above), won't see production according to General Motors. That vehicle likely would have rode on GM's compact vehicle architecture, known internally as Gamma II, which underpins the Chevy Spark and Sonic, as well as the Buick Encore (and its overseas Opel/Vauxhall/Chevy counterparts).

GM readying aluminum-body fullsize pickups

Ford's extensive use of aluminum in its 2015 F-150 is a big deal. A really big deal. Big enough, in fact, that General Motors is reportedly changing its fullsize pickup strategy. According to The Wall Street Journal, The General has locked in partnerships with Alcoa Inc. and Novelis Inc. - companies that will supply aluminum for the next-generation Chevrolet Silverado and GMC Sierra trucks.
"Ford's introduction of the 2015 F-150 pickup truck was a game changer, and it's the first, not the last, conversion of this type," Novelis spokesperson Charles Belbin told the Journal. The switch to aluminum has allowed Ford to shave roughly 700 pounds off its fullsize truck's curb weight. And while official mileage ratings have not been announced, the weight loss should go a long way for improving efficiency, especially when combined other efficiency-minded improvements including better aerodynamics and new, turbocharged V6 engines.
Of course, aluminum-bodied cars are nothing new. But extensive use of aluminum in a major, best-selling product like the Ford F-150 is expected to kick off widespread use of this weight-saving material as availability rises and cost decreases. The WSJ reports that GM had originally explored the idea of moving to aluminum pickups back in 2008, but abandoned the idea due to cost concerns amid economic woes.