GM Print Touts Vehicle Improvements

DETROIT General Motors is launching a corporate campaign on June 2 in an effort to attract the 40 percent of consumers who, according to the client, won’t even consider buying a GM vehicle.

The first two-page ad in the campaign calls attention to the automaker’s achievements in improving the quality of its vehicles over the past 10 years, said Gary Cowger, president of GM North America. Future efforts, which are to include TV spots, will focus on topics such as GM’s advanced technology, the automaker’s pro-environment activities and the strides it has made in improving design, he said.