DETROIT -- General Motors' new vice president of marketing and advertising admits he has little idea what's under the hood of the average car or truck.
But that's OK, Mike Jackson says. He says he's confident anyway that he's the right guy to steer media coverage and public perceptions of GM back onto a positive track.
"The quickest way to exit the front pages is to deliver results," Jackson said in an interview last week.
Those results will come through focus and strong leadership and by engaging consumers in marketing that highlights GM's products and stays away from talk of the deal, Jackson said.
"Our goal all along is to skirt the dialogue from pricing and incentives to (focus on) value. But that's going to take some time," he said.
The 49-year-old Jackson moves to his new post in Detroit from Los Angeles, where he has served as GM's Western regional general manager since 2002. He takes over from Brent Dewar, 50, who will replace Pete Gerosa as vice president of field sales, service and parts effective March 1.
Gerosa will retire later this year after 42 years at GM.