| The General Motors Corp. is greatly injured by | | | | Co. tried to rally around the slogan "Red, White and |
| consumers who simply refuse to purchase American | | | | Bold," and the executives talk of the company's goal |
| vehicles. This is why the automaker is entertaining | | | | to "embody the American spirit" and to become |
| campaigns to win over the unfaithful. The largest | | | | "America's car company." |
| American automaker has decided to use its heritage | | | | But foreign automakers are waving the American flag |
| to grab more edge in the market. | | | | as well. Mark Fields, the president of Ford's Americas |
| GM's Saturn division earlier launched its 'Rethink | | | | division, has criticized the Toyota Motor Corp. for |
| American' campaign, "the opposite of a buy-American | | | | "desperately trying to cast itself as an American |
| campaign," said Eric Hirshberg of Deutsch, which | | | | brand" to appeal to patriotic auto purchasers. At last |
| created the ads. "Even the staunchest American- car | | | | year's Los Angeles auto show, Fields said, "Americans |
| rejecter is rooting for American cars," said Eric | | | | really do want to buy American brands, as long as |
| Hirshberg, the president of Deutsch Los Angeles, the | | | | we're competitive with the imports." |
| advertising agency behind the current Saturn's | | | | Hirshberg of Deutsch described the 'Rethink |
| campaign. "They just don't think they're good enough | | | | American' campaign as "the opposite of a |
| quality, or they're set against them for whatever | | | | buy-American campaign. 'Rethink American' is not a |
| reason. But everybody in this country has an affinity | | | | patriotism campaign," Hirshberg said. "It's a 'rethink |
| for American cars and wants to get behind them." | | | | your rejection of American' campaign." |
| Although Saturn's sales have been increasing, GM will | | | | Saturn's ads highlight fuel economy, safety features, |
| have difficulty persuading people who have spurned | | | | and critical acclaim. It features the enhanced auto |
| American vehicles that they have improved, said Jim | | | | parts of the automaker that include the Saturn |
| Hossack, a consultant with AutoPacific in Tustin, Calif. | | | | header pipe, engines, brakes, radiator and more. |
| "The stigma is still there. Is the reality still there? I'm | | | | Aside from this, the ads also concentrate on the |
| not really sure," Hossack said. "There's still a negative | | | | renaissance concept of the Saturn. |
| connotation coming from decades of products that | | | | At present, the division of GM is entertaining a timely |
| proved in the end to have quality, reliability and | | | | metamorphosis to serve as a catalyst in the industry. |
| durability less than the leading Japanese imports'." | | | | It will be building more product lines that will cater to |
| Hossack added that patriotism alone was not enough | | | | the growing needs of purchasers. The ads are |
| for GM and Ford to regain any of the market shares | | | | designed to wow consumers by flaunting the |
| that they have lost to Toyota, Honda and others. | | | | improved quality of its lineup since it began selling |
| "Still, that they are American companies could work in | | | | entry-level vehicles. Saturn is also aimed at prompting |
| their favor. I don't see a whole lot of patriotism, but | | | | people with low opinions of American vehicles to |
| I do see a sort of rooting for the underdog," | | | | take another look. |
| Hossack said. "For decades GM, Ford and Chrysler | | | | Despite these patriotic appeals, a GM spokeswoman, |
| had such a dominant position that the underdog was | | | | Ryndee Carney, said that the company is trying to |
| the imports. But they may have inverted their | | | | play up its vehicles' amenities more than their |
| position. Detroit may now be the underdog." | | | | heritage. "You see more of our advertising talking |
| GM is not the only automaker that has been using its | | | | specifically about the product and the brand as |
| American roots to lure purchasers. The Ford Motor | | | | opposed to 'We're American,' " Carney said. |