Yesterday, GM announced yet more recalls that brought the total number of vehicle call-backs to an all-time record. The damage to an already hurting brand–see “Switchgate”–is incalculable. The idea of a “new GM” is taking a beating.
Toyota suffered similar negative press several years ago, but the strength of its brand, built over decades, helped it through. GM does not have that asset so this latest disaster may well sink it.
More on Automotive Branding:
Volt vs. Edsel
Volt Green Brand Bomb
GM: General Motors Reorganized Brand Architecture
Toyota Brand During the Recalls
Toyota Recall Doublespeak
Toyota Brand Bounces Back after Recalls
Brand Experience: Land Rover Dealers Take Owners Off Road