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Half a kudo for GM's Chevy Tahoe response

Note to GM: the next time you respond to a controversy, and you have strong facts on your side of the argument, skip the marketing blah-blah and let the facts make your case. And if you really want to be honest and transparent, go beyond just writing a good response and incorporate actions that truly address the root issues of the controversy.

In my last post, I commented on the Chevy Tahoe consumer-generated ads getting out of control. Chevrolet division general manager Ed Peper has posted his response to the issue on the GM Fastland blog here. Pete Blackshaw rightly pointed out that with a long history of Fastlane, GM has standing in the blog community to state their side of the story. But I think he overstates how effective the response is.

I give Mr. Peper credit for acknowledging the issue head on and for deciding not to censor the anti-SUV ads. And for saying GM wanted to be honest and transparent.

But I deduct points because he starts out his defense with the line "The 2007 Tahoe is capable, refined and responsible" which is straight out of their marketing schtick. This one line immediately sets the reader on notice that they are about to get hit with the usual corporate-speak defense of their products. The response would have been much more credible if he had skipped the tagline and went straight to the fact that the Tahoe gets 22 mpg -- even I have to admit that is a respectable number for a humongous vehicle like this (and remember, I'm a Prius-driving tree hugger).

And words alone won't dampen this controversy. If GM really wants to be transparent, they need to address the real issues that the anti-SUV ad creators are upset about. This kind of transparency would do more to silence their critics than even the best blog post.

What exactly should GM do to create this kind of transparency? They should follow McDonald's example and partner with an environmental group to find solutions to the issues that anger their opponents. The fast food chain faced criticism from environmental groups in the early '90's for their excessive packaging, so they partnered with the Environmental Defense Fund on a successful study that resulted in numerous initiatives to reduce the waste generated by their restaurants. GM should invite the Union of Concerned Scientists to consult with them based on the group's extensive studies around increasing vehicle mileage.

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Posted by Jim Nail on April 9, 2006 at 09:23 PM | Email this post Permalink

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Comments

You also have to keep in mind GM has been in a tailspin now for about 36 months, and are just finally breathing some fresh air after offing a few divisions that were laden with debt.
Now with some decent products, they are actually making a slight, albeit weak, turnaround.
Watch for GM to make a significant gain in 07 when they leverage their Cadillac and Chevrolet product growth..

Posted by: Brian | Jul 9, 2006 1:41:18 AM

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