GM touts durability in pickup campaign

Montreal: With 98% of all General Motors pickup trucks in use after 10 years, the company has placed the focus on durability in a new advertising campaign for its redesigned 1994 Chevrolet Series S pickup.Andre Gingras, GM marketing manager, says the...

Montreal: With 98% of all General Motors pickup trucks in use after 10 years, the company has placed the focus on durability in a new advertising campaign for its redesigned 1994 Chevrolet Series S pickup.

Andre Gingras, GM marketing manager, says the sleeker, more-rounded aerodynamic 1994 design reflects customer preferences in the 1990s and is the result of an extensive gm customer survey.

The ad campaign for the small pickup, created by Cossette Communication-Marketing in Quebec City, is aimed at the younger male buyer, aged 24-35, says Gingras.

Box-like

He says the less expensive two-wheel drive vehicle is popular with city drivers, many of whom are white-collar workers buying a first truck for show and recreational purposes.

The older S-10 model had a square, more box-like design.

Competition in the small pickup truck market in Canada is as hot as ever, says Marc Osborne, gm’s assistant manager, Quebec media and government relations.

In Quebec, Osborne says gm made up lost ground in the small pickup category last year, after suffering significant losses in this highly volatile market.

In market share terms, GMC/Chevrolet has about 33% of the small-size pickup truck market in Quebec, where 11,000 units (of all models) were sold last year.

In the large-size pickup category, in Quebec, 11,000 units were sold last year. GMC/Chevrolet has about a 60% share of this market.

In the pan-Canadian market, GMC/Chevrolet sold 10,766 small model 1993 pickups, for a 20.5% of the market.

The competition, chiefly Ford, which has a slight edge over GMC/Chevrolet in the small truck market, along with Toyota and Chrysler, had combined sales of 41,747 units in Canada last year.

In the large pickup truck category, market leader GMC/Chevrolet sold 56, 671 units in Canada last year, for a 55.4% share of the market.

Constructed with a full chassis and a larger cabin, the redesigned 1994 Series S model is available in three versions, the base model, the ls and the ss.

The base model has a 2.2-litre engine which develops 118 HP at 5,200 rpm.

Options include a 4.3-litre V6 engine capable of producing 165-hp and a modified fuel-injected 195-hp engine.

The base model sells for $12,300, including promotional features, with the price for the fully-optioned, top-of-the line model going as high as $25,000, Gingras says.

Billboards

The Quebec campaign slogans for the Series S model are ‘Fait pour Durer’ (‘Built to Last’) and ‘Plus durable que La Poune’ (‘More durable than La Poune’), a reference to the ‘durable’ 90-year-old Rose Ouellette, a.k.a. ‘La Poune,’ the red-haired Quebec music hall artist who appears in all ads.

Media for the campaign, which runs from Oct. 25 to mid-December, includes a new 30-second French tv commercial, billboards in Montreal, Quebec City and the regions and display magazine ads in Renovation-Bricolage, Quebec Construction and Sentier and Chasse et Peche.