Why Does my Cadillac have a General Motors Badge?
Stephen Hughes
Issue date: 3/10/08 Section: Features
During my time in the Cadillac CTS I noticed a peculiar little badge in between the driver side door and the front wheel arch that really got me thinking. The badge was small (1 sq. in), silver, and embossed with the letters GM (for General Motors). I thought to myself, "What the F is a GM badge doing on my Cadillac?" Being the nerdy MBA that I am, I have actually thought a lot about this little silver badge and have come to this conclusion: that GM badge is just really stupid and should be removed. Hopefully after you read the below you will agree.
After doing a bit of research, I discovered that the GM badge is actually a fixture on each vehicle produced and sold by General Motors in North America and has been since Mark LaNeve initiated the "Mark of Excellence" program in 2006. Keep in mind that GM has 8 brands (Buick, Cadillac, Chevrolet, Hummer, GMC, Pontiac, Saab, and Saturn) under their corporate umbrella, and each vehicle has this little badge on it.
All I ask is, "Why?"
I hate to call out a fellow Virginia alum, but this is just inexcusable (though I am starting to consider myself more of a Michigan Man, which does ease the pain). Mark LaNeve (UVA '81), current GM North American Vice President, stated that the reason for the GM badge is because "research tells us that many of our most outstanding segment-leading vehicles are not associated by the customer to be part of the GM portfolio." Wow…it is a good thing I was not in the room for this comment, because I would have monopolized the airtime more than I did in BA 523.
Here is the thing: if a company is correctly branding its products, consumers will associate the product with the brand, i.e. Cadillac. The only rationale to institute an umbrella branding strategy is to help brands that cannot operate on their own. It is kind of like your Dad calling the company to get you your interview because your credentials just don't cut it. Furthermore, General Motors is the name of the company that manufactures and markets the Cadillac brand of vehicles. The consumer has no love for General Motors. They love Cadillac. The song is "Pink Cadillac," not "Pink GM." People who work inside General Motors should celebrate GM; consumers should celebrate the brands that companies produce. Asking consumers to celebrate GM is just not going to happen, so stop trying to make us do it.
After doing a bit of research, I discovered that the GM badge is actually a fixture on each vehicle produced and sold by General Motors in North America and has been since Mark LaNeve initiated the "Mark of Excellence" program in 2006. Keep in mind that GM has 8 brands (Buick, Cadillac, Chevrolet, Hummer, GMC, Pontiac, Saab, and Saturn) under their corporate umbrella, and each vehicle has this little badge on it.
All I ask is, "Why?"
I hate to call out a fellow Virginia alum, but this is just inexcusable (though I am starting to consider myself more of a Michigan Man, which does ease the pain). Mark LaNeve (UVA '81), current GM North American Vice President, stated that the reason for the GM badge is because "research tells us that many of our most outstanding segment-leading vehicles are not associated by the customer to be part of the GM portfolio." Wow…it is a good thing I was not in the room for this comment, because I would have monopolized the airtime more than I did in BA 523.
Here is the thing: if a company is correctly branding its products, consumers will associate the product with the brand, i.e. Cadillac. The only rationale to institute an umbrella branding strategy is to help brands that cannot operate on their own. It is kind of like your Dad calling the company to get you your interview because your credentials just don't cut it. Furthermore, General Motors is the name of the company that manufactures and markets the Cadillac brand of vehicles. The consumer has no love for General Motors. They love Cadillac. The song is "Pink Cadillac," not "Pink GM." People who work inside General Motors should celebrate GM; consumers should celebrate the brands that companies produce. Asking consumers to celebrate GM is just not going to happen, so stop trying to make us do it.
Viewing Comments 1 - 10 of 12
wwsearch
posted 3/10/08 @ 10:47 PM EST
GM is nutty....Nobody would do this but GM.....
John
posted 3/10/08 @ 10:49 PM EST
Wow...have you nothing else to talk about? GM is proud of their vehicles. GM wants people to know that THEY built that particular vehicle.
If you have a problem with that. (Continued…)
Joe
posted 3/11/08 @ 7:05 AM EST
I've heard many people complain of stupid things about GM but this one takes the cake. Maybe John wants it to say BMW on it instead of GM. I guess people are running out of negative things to say about GM. (Continued…)
Robert
posted 3/13/08 @ 5:19 PM EST
What?! Get a life (MBA and all).
......
posted 3/19/08 @ 8:39 PM EST
What kind of mba idiot are you...I randomly got to this page somehow and was intrigued....by your idiocy. Holy ****. Get a life.
zombo
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posted 9/09/08 @ 5:14 AM EST
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Tyson
posted 9/09/08 @ 2:37 PM EST
Do you still have the badges? I'll take them if you don't want them and pay for postage.
John
posted 3/25/09 @ 9:07 AM EST
I know im late to the party, but I just stumbled accross this myself. First of all, this comment shows that all an MBA has done for you is how to write a well versed comment, unfortunately it did not teach you anything about business (the "B" in MBA). (Continued…)
Perrey
posted 7/20/09 @ 7:22 PM EST
Oh brother! another one of those brainless MBA who's drowning in a drop of water over an insignificant subject just to complaint about GM.
The Mark of Excellence is PROUDLY attached to these vehicles as an indication to competitors and consumers that what they are seeing is proudly own, designed and manufactured by General Motors and no one else. (Continued…)
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posted 3/21/10 @ 8:43 PM EST
This sounds like a great program and a great way to improve education in our schools!
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