General Motors North America has appointed divisional marketing managers for its Pontiac-GMC and Buick segments, promoting two from within its ranks.
John Larson has been appointed Pontiac-GMC divisional marketing general manager, replacing Jim Bunnell, who moved to sales. Larson has worked as Buick, Pontiac-GMC general manager since December 2004.
Steve Shannon will take over Larson’s duties as Buick divisional marketing general manager, and will report to Larson. Shannon has been the executive director of marketing services for GM’s vehicle sales, service and marketing organization since 2000. The appointments take effect April 1.
Larson will continue to report to Brent Dewar, GM North America VP-marketing and advertising.
The appointments come at a difficult time for both Pontiac and Buick. At an analysts’ conference last week, GM Vice Chairman Bob Lutz said both lines are “damaged” and that dropping one of the brands was possible unless there’s a turnaround. GM retired the Oldsmobile brand in 2003.
According to GM, Buick had 1.8% of the U.S. market in 2004, while Pontiac had a 2.8% share. Oldsmobile had a 1.7% share in 2000 when GM announced it would phase the brand out.
Pontiac, however, has been making investments in product placement and sweepstakes to introduce its vehicles. In September 2004, talk show host Oprah Winfrey and GM teamed up to give every audience member a fully-loaded 2005 Pontiac G6. The entire audience consisted of people who were in need of a vehicle.
In February, GM and Buena Vista Studios partnered to give away at least 20 2005 Pontiac Montana SV6 Sport Vans to viewers who collected clues necessary to enter the sweepstakes. Contestants entered online or by mail and had to watch the show daily for a chance to win. The contest received more than 2 million entries
And this month, Pontiac dangled $1 million to get consumers to use their camera phones to snap a picture of a G6. Pontiac staged cars in 15 cities and hosted radio live remote broadcasts at auto shows and other events to give photo bugs access to the G6.
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