Even the most gung-ho General Motors executive will admit that one of the company’s most vexing problems is changing the image of its brands with many consumers, especially those on the coasts who swore off American cars of every stripe years ago. The tough part, says GM car czar Robert A. “Bob” Lutz, is that it can’t be done with simple marketing. In a recent interview, Lutz said that “there isn’t enough marketing money in the world to change the perception of some of our brands overnight.”
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