GM Refocuses on Used Vehicles

Mullen is preparing to unveil a revamped national campaign supporting General Motors’ Certified Used Vehicles.

The Wenham, Mass., agency will break print and radio ads in early June, with TV under consideration for a rollout later this year, sources said. Spending may be as high as $20 million, with the up coming push marking GM’s most concerted effort yet to establish the CUV program in the national consciousness.

The Detroit car maker saw its used-vehicle sales triple to more than 100,000 last year, and it is looking for Mullen’s ads to drive a similar increase in 2002, sources said.

The new round of ads will retain the tagline, “The right way.