DETROIT -- Tiger Woods will no longer be the primary pitchman for Buick because General Motors wants a broader role for the golf great, the automaker's top sales executive said.
Mark LaNeve, GM's vice president of North American sales, service and marketing, said GM will use Woods in corporate level marketing and in particular, with its OnStar marketing campaign.
"Tiger's a great asset," LaNeve said. "We can use him in lots of ways. Why shouldn't we use him in ways other than Buick?"
Re: Tiger Woods to sell all GM cars, not just Buicks
I wish I could find the picture again...showed a line of Lexus courtesy cars at the Open surrounding Tiger's Buick Enclave...they were making fun of his parking.
GRAND BLANC, Mich. (AP) -- Tiger Woods will miss next week's Buick Open to be with his wife and newborn daughter.
On Monday, Woods' wife gave birth to the couple's first child.
Woods said May 21 he intended to play at Warwick Hills in Grand Blanc but the birth of his child was a priority. Woods' wife Elin was scheduled to give birth in July.
Re: Tiger Woods to sell all GM cars, not just Buicks
I guess I don't get it. Tiger's a golfer, not an auto engineer. Why would I buy a car just because he endorses it? It's like celebrities commenting on politics. Their actors, their opinion is no more valuable than Joe Six-Pack's opinion.
Re: Tiger Woods to sell all GM cars, not just Buicks
Quote:
Originally Posted by CallawayIrons
I guess I don't get it. Tiger's a golfer, not an auto engineer. Why would I buy a car just because he endorses it? It's like celebrities commenting on politics. Their actors, their opinion is no more valuable than Joe Six-Pack's opinion.
I think there's a lot more than that involved. I honestly didn't even know Buick had a car called the Enclave until I was looking at photos of the U.S. Open and noticed some weird name on his golf bag.
Marketing is about generating buzz as much as it is about actually selling the merits of a product. Having Tiger's name attached to a brand generates buzz about that brand. I bet Buick gets a considerable amount of buzz from Tiger marketing their cars. It's then Buick's job to create a good car or close the sale at the dealership. Also, I think Tiger and Buick's partnership has a role in Tiger traditionally playing in all of Buick's events. That can generate additional return on investment. Have Tiger in your PGA Tour event and ratings, attendance, coverage will definitely increase.
Re: Tiger Woods to sell all GM cars, not just Buicks
for practical purposes, cars aren't always about performance. you could sign michael schumacher to market cars for you but for a lot of people, it's not going to ring in a lot of peoples heads. for many, comfort is much more important than performance and if that's the case, tiger could be a good selling point.
"if it's comfortable enough for him, then it's worth a try."
i do think marketing buzz is the biggest reason tiger is signed to sell these cars. it's the same with michelle wie being signed by sony for one of her biggest contracts. i doubt she is an audiophile, hardcore gamer or someone who knows deeply what 1080p is. but neither is the typical consumer and she brings a lot of attention to the brand.
Re: Tiger Woods to sell all GM cars, not just Buicks
doesn't Tiger drive a mercedes? or didn't he use to at least. I guess he will be trading in for a mini-van now, unless Nike has a family sedan in the works.
June 22nd, 2007, 02:03 PM
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