Mar
03
GM Taps Mahoney to Navigate Chevy’s ‘New Roads’
Posted in: Uncategorized
Tim Mahoney, Chevrolet’s new global marketing chief, knows something about sparking struggling brands and focusing confused marketing.
When he returned to Subaru of America in 2006 — his second stint with the company — he found a brand that had lost its way. Executives in Japan had upped sticker prices, aspiring to become the Japanese BMW. Marketing consisted of a mishmash of campaigns.
A quiet man with a wicked sense of humor, Mr. Mahoney and the team slashed prices and stopped using celebrities in Subaru’s advertising. New ads concentrated on the brand — mixed with a bit of goofiness. Subaru’s market share has been surging ever since, and Mr. Mahoney has become a hot commodity.
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