GMC, Ford Eye Heavy TV Buys for Big Trucks

Brandweek,  June 12, 2000  by Jeff Green

Tags: Branding, Ford Motor Co., MARKETING, pickup, TVs

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General Motors' heavy-duty pickups will get national TV for the first time this fall in an attempt to broaden appeal for trucks that once attracted only a blue-collar audience.

And GM isn't alone in making bigger stars out of its beefiest pickups.

Ford already has broadened marketing plans behind its so-called Super Duty pickups, advertising them in such titles as Sports illustrated and This Old House after years of relegating them to construction trades.

Among Ford's key steps is a $4 million sponsorship of the new Country Music Hall of Fame and Museum in Nashville, scheduled to open next year, with a 225-seat Ford theater.

Heavy-duty trucks, ones that top 8,400 pounds, traditionally are used on construction sites and until recently weren't as common on asphalt.

But that's all changing. The pickup segment grew 12% in 1999 and the growth was in the larger cab, larger displacement pickups, said Jim Kornas, GMC Sierra brand manager.

"We're probably going to sell 2 million pickups again in 2000 and 600,000-700,000 are classified as heavy-duty," he said. "It's not a niche business any more."

While Chevy will stick to a more traditional work theme via its "Like A Rock tag," GMC will be much more focused on recreational use--stressing professional grade quality, not toughness.

GMC is still working on cable and magazine ad plans, but both will be more mainstream going forward. Network TV spots, also in the works, will eye prime time plays on shows like Nash Bridges or 20/20 as well as late night news, he said.

The brand also will sharpen a relationship with franchised homebuilder Michael Holligan.

Ford, still unapologetically targeting its "workhorse" customer, is eyeing mass market appeal, as about 35% of heavy duty pickup buyers now use trucks at least partially for family needs, or stricas a personal vehicle, said Lew Echlin, Ford Super Duty marketing manager.

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