Can GM Change Consumer Perception?
But Lutz, like many Detroit execs, says, “Read the reviews, test-drive the cars; they’re much better now.” Why is there a gap between what the automotive press says and what the public says? Lutz says perceptions die hard. “Back 15 or 20 years ago, it was the people who really knew about cars and knew what they were doing who made those statements,” Lutz says. “And then it filters down to the less and less knowledgeable. And now the whole cycle is starting again at the top, where the knowledgeable people who truly understand the business now say the new range of General Motors cars are probably the best vehicles of their types in the world. And that’s going to trickle down — but it takes time.” Lutz also says GM doesn’t advertise enough because the company can’t afford it. “And there is not enough advertising dollars in the world to change the perception of people who are absolutely locked in and basically lock you out,” Lutz says. But when they let you in, it helps to actually have ca
