MEMPHIS, Tenn. — Chevrolet has a three-step plan to market the mid-sized Malibu sedan that is just arriving in dealerships.
"Rather than saying Chevrolet is launching the Malibu, we like to say the Malibu is relaunching the Chevrolet passenger car franchise," Mike Weidman, GM's marketing manager of the Malibu, said at an event here last week.
Chevrolet has a three-pronged approach to market the car: disrupt, reveal and enroll, Weidman said.
The "disrupt" phase began Oct. 17 with 30-second commercials aimed at getting people's attention, Weidman said. In one of the commercials, a jogger runs into a Malibu — making the point that the mid-sized segment has become bland, generic and invisible. The theme of the ads: "Soon there will be a car you can't ignore."
The "reveal" phase starts in mid-November, to "increase interest in the Malibu," Weidman said. "The aim is to debunk preconceived ideas about a mid-sized Chevrolet car."
The ads will do that by using favorable blurbs from reviewers, such as "Camry, beware," from Car and Driver's review.
In the final phase, "enroll," Chevrolet will invite people to drive the Malibu and stress its price: $19,995, including shipping.