GM aims to grab attention with revamped Chevrolet Malibu

Excerpt copied from The Detroit Free Press, by Nathan Bomey…..


“GM is introducing the two new options — a 2.5-liter standard four-cylinder and a 2-liter turbocharged four-cylinder engine — at the same time. The standard 2014 Malibu starts at $22,965.

The automaker also showed off two new television ads for the Malibu, featuring sentimental family scenes and a new tagline — “the car for the richest guys on Earth.” They will start appearing this week with Chevrolet buying significant time during the Major League Baseball playoffs.

To get consumers’ attention, Chris Perry, head of Chevrolet’s marketing,  said the automaker is promoting the upgraded Malibu the same way it would treat an all-new redesign. He said the Malibu media buy is bigger than Chevrolet’s campaign for the Sonic, but smaller than what it is spending on the Chevrolet Silverado.

Chevrolet will promote Malibu’s use of Apple’s Siri voice recognition technology that enables drivers to send text messages by speaking rather than typing on their iPhones. The system was first introduced in the Spark minicar.

GM is placing a heavy emphasis on the stop-start system, which turns the engine off briefly when the vehicle comes to a halt and instantly turns on the ignition when the driver accelerates.

Malibu chief engineer Todd Pawlik said his team worked to make the stop-start experience unnoticeable for drivers.

“If it’s seamless, it’s not even stop-start to them,” Pawlik said. “It’s just a good fuel economy vehicle.”

The standard 2.5-liter, four-cylinder engine gets 36 miles per gallon on the highway and 25 m.p.g. in the city, up 2 m.p.g. and 3 m.p.g. respectively.”


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