To the Editor:It is imperative that the Detroit 3 unite in marketing as strongly as they united to lobby for the bailout. They should develop one theme for advertising and agree to use it for the next few months.
The whole world will be watching how General Motors, Ford and Chrysler express themselves now. Going separate ways on marketing would be a mistake. They must take more market share immediately and aggressively from the imports to prove to their lender that they will succeed.
A theme such as "Thanks to America" could go a long way if they use it in every electronic and print ad they run.
Also, I recommend that they stop using the term "customer cash and rebates" and change to words like "tax credit cash" or words that allude to the gratitude that they owe the taxpayer for lending them money.