Global sales and marketing will gain priority in the wake of last month's management shuffle at General Motors.
According to executives and insiders, GM is focusing on two goals: continuing market share gains in China, and pushing Cadillac sales and marketing in Europe and China.
Those efforts will require GM to unify global marketing, says Mark LaNeve, GM's newly appointed North American vice president of marketing and advertising.
GM's efforts to install common global processes for design, engineering, purchasing and product development are key to its global strategy.
"Sales and marketing should practice the same principles," LaNeve says. "We need work there. We need a consistent image worldwide."
LaNeve, 45, replaces John Middlebrook, who will become GM's vice president of global sales, service and marketing, a new position.
Middlebrook, 63, will formulate a common sales, service and branding strategy for GM's global products -- particularly Daewoo and Chevrolet -- in Europe, China and the Middle East.
Jim Taylor, 47, vehicle line executive for the rear-drive Sigma architecture, will replace LaNeve as Cadillac general manager.
Taylor says he will spend nearly 30 percent of his time on overseas efforts with Cadillac -- "a lot more time in Europe and China than Mark had to," he says.
Although Cadillac has enjoyed a sales revival in the US, it continues to have minimal overseas sales.
Increasing sales in Europe and Asia is part of GM's plan to make Cadillac an equal competitor to luxury rivals Mercedes-Benz and BMW.
"We've got a good volume (in the US), and to extend that to Europe and China would make sense," Taylor says. "International is the next area where we want to raise the bar."