DETROIT — We’re backed by the people. We’re still building cars. It has been a great ride.
Oldsmobile will send those advertising messages as it is phased out of business.
This year the division continues its “Backed by the people” campaign, which started in January 2001. In June the division added the tag line “Are you in the market? Get in an Oldsmobile.” Five new TV spots, which offer more testimonials, began airing Thursday, Feb. 21.
Oldsmobile’s ad agency, Leo Burnett USA in Chicago, created the campaign.
In the third quarter, the division will begin airing a TV commercial to send the message that it still is building vehicles. “We’re trying to address all the concerns that came up in the clinics, that (we’re) not making cars anymore,” said Pam Hughes, Oldsmobile’s field advertising manager.
Olds vehicles will not get any enhancements for new model years, said spokesman Gus Buenz. But Oldsmobile will produce a limited-edition Intrigue as it ends production this year. The last 500 units of each model will have a special paint color and wheels and a logo that says “Final 500” stitched onto the seats and floor mats.
Oldsmobile wants General Motors to produce the same limited-edition package for all its vehicles.
Oldsmobile will continue to advertise nationally until it dies, Buenz said.
“If (our) volume gets so low that it doesn’t make any sense to advertise on a national basis, we probably won’t be around,” he said. “They will have pulled the plug on us by that time.”
The division will close its marketing days with a heritage commercial.