Having laid into GM today for trumpeting a government loan repayment, it would be churlish not to point out that, by Detroit standards anyway, GM’s “partial refund” is actually kind of a big deal. Take today’s news from the nearly year-long liquidation of “Old CarCo,” the poisoned (in some cases, literally) remains of what was once “Bad Chrysler.” Bloomberg reports that the US Treasury’s $5b line of credit has been placed in the “unsecured” category of Old CarCo’s last debts, meaning recovery is “undetermined.” As in not so very likely at all.
So, how do you spin the bankruptcy of the world’s largest automaker? Former GM spinmeister Steve Harris recently took an hour to help prepare future generations for the day when they too will have to soft-pedal the inevitable collapse of their very own lumbering giant employer. Bonus revelation:
[the presidential task force was] very interested in what we were doing from a communications standpoint, but I can not say that they really exerted much control at all. Once or twice they said “we would really like it if you add this message or this communication into your plans,” but it was really minimal. It was not overbearing at all.
Here’s a question: You want to do something, but it’s against the law, what do you do? Abandon the idea? No, if you’re Chrysler you sue the government. Detroit News reports that Chrysler LLC are suing officials from Oregon, Maine, North Carolina and Illnois for laws which “unduly burden New Chrysler with the obligation to provide the rejected dealers with rights that this court determined that the rejected dealers do not have,” as lawyers for Chrysler wrote.
If you’re like me, you spent most of the weekend huddled under a blanket, half-watching television and praying for the flu agony to be over. And nobody who watched a considerable amount television this weekend could have avoided the latest flight of heavy-handed ads from Jeep and Chrysler’s new Ram brand. “My Name Is Ram” and the E.E. Cummings-inspired “i am. Jeep” campaigns are blitzing airwaves across the country as the New, New Chrysler gears up to make its wildly optimistic sales goals. After five months of total silence coming out of bankruptcy, the ads are coming out in earnest, and they’ll be running non-stop in hopes of catching up with the $100 per retail sale ad spend goal for 2009. Next year, Chrysler’s ad spending will go up to $170 per projected sale, peaking in 2011 at $210 per planned retail sale. And this increase in ad spending appears to explain why Chrysler’s sales projection charts swing wildly upwards after a dismal 2009. After all, if throwing upward of a billion bucks per year won’t change consumer perceptions, what will? Well, besides new product, anyway. There’s many a slip twixt the PowerPoint and the profit.
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