MTV Scratch – advisors to Chevrolet?
By Tom Gorham
Internet Sales & Marketing Manager
Apple Chevrolet – March 24, 2012
Photo by Fabrizio Constantini / New York Times
John McFarland, a marketing executive for Chevrolet, right, and Ross Martin, executive vice president of MTV Scratch, are joining forces to help General Motors adjust to changing youth tastes.
In a recent article in the New York Times, “Young buyers snub cars – what to do?” Amy Chozick wrote that Ross Martin, executive Vice-President of MTV Scratch had been installed on the 24th floor of GM Headquarters. Ross and his team of “Scratchers” were there to help GM solve the problem of appealing to the new generation of car buyers. Scratch is a unit of the giant media company Viacom that consults with brands about connecting with consumers.
The problem is that many young consumers today just do not care that much about cars.
The problem according to Martin is that, “They think of a car as a giant bummer. Think about your dashboard. It’s filled with nothing but bad news.”
Chozick says there is data to back that up. “Forty-six percent of drivers ages 18 to 24 said they would choose Internet access over owning a car, according to the research firm Gartner.”
Scratch has developed a 5-year strategic plan for GM that includes changes to marketing and even GM’s culture. “The strategy is to infuse General Motors with the same insights that made MTV reality shows like “Jersey Shore” and “Teen Mom” breakout hits,” says Chozick.
Chevrolet’s new lineup of Chevy Cruze and Sonics are designed to appeal to younger buyers as well as young families.
I like it. What do you think? GM has likewise been instilling a “Disney attitude” to the company that places people first and excellence in customer service. Can you, should you change the culture of a large company like GM and Chevrolet?
