GM Rolls Out ‘Summerdrive’ Sequel

DETROIT General Motors launches a new retail marketing program this week called “Summerdrive 2 The Max” with the goal of clearing dealer lots of current inventory before the new models arrive in the fall.

The program, which runs through July 31, includes incentives of up to $4,000 on selected models. National TV and print from McCann-Erickson, Troy, Mich., support the effort. Spending was undisclosed, but GM spends about $200 million annually on corporate advertising, according to TNS Media Intelligence/CMR.

The campaign includes one 30-second TV spot, which has the feel of a movie trailer. Movie trailer voiceover actor Don LaFontaine is the announcer. An instrumental version of the song “Walking on the Sun” by Smashmouth, which was used in GM’s first Summerdrive program, is included.

A full-page print execution designed to resemble a movie ad will run in both national and local newspapers in GM’s top 75 markets. The top of the ad features quotes about the promotion, much like critics’ raves used in movie ads. Below the title “Summerdrive 2 The Max” is a beauty shot of five GM vehicles. “Now playing at dealers everywhere” is the copy line at the bottom of the ad, followed by the GM logo.

GM also continues its “GM in the Driveway” and “24-Hour Test Drive” programs through Sept. 2.

“Summerdrive 2 begins our annual summer sell-down season with terrific values and great selection,” said John Smith, group vice president of GM North America vehicle, sales, service and marketing in a statement. “It’s especially good this year with our ’24-Hour Test Drive’ program giving consumers an unmatched opportunity to experience one of our ‘gotta have’ new cars and trucks overnight before making a final decision.”