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General Motors plans to launch a corporate campaign this spring that will attempt to improve perceptions of GM vehicle quality, executives said.
An internal debate continues over whether the effort will use GM’s “Overdrive” tag. Marketing efforts under that line have been mainly retail focused. The automaker could decide to develop a new tag to run in a separate campaign, said C.J. Fraleigh, GM’s executive director of corporate marketing and advertising.
“We really want to get it right,” Fraleigh said.
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