PALO ALTO, Calif. -- As the guy in charge of marketing Chevrolet cars, Steve Majoros knows well how tough it’s gotten to offer something new enough and different enough to get buyers’ attention.
Especially in the cutthroat midsize car segment.
Especially when the car you’re peddling, the Malibu, is a distant also-ran in the category, one that’s become synonymous with rental car.
“We like to talk about delivering ‘first, best and only,’” Majoros told Automotive News here at a media drive for the redesigned 2016 Malibu, which began shipping to dealerships Tuesday. “That gets harder and harder to do when you have something like 17 midsize cars in the segment.”
Being the challenger, the Malibu must punch above its weight to get noticed in that crowded market. General Motors is laying a bet that technology will be the one that lands, finally helping the Malibu to break through.
For a salesperson pitching what the Malibu has that the Toyota Camry or Ford Fusion or Honda Accord does not, the list starts with technology. It’s got a 4G wireless connection and Apple CarPlay, both packaged in a slick, updated infotainment system that has emerged as one of the industry’s easiest to use.