GM’s new ad campaign turns off some viewers

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General Motors Co., desperate to reinvent itself after exiting bankruptcy two months ago, has taken on a new advertising strategy: bragging.

In the last month or so, GM has declared Buick ‘the new class of world class,’ and that when compared with the competition, GM wins ‘simple as that.’

For GM, a major turnaround certainly won’t happen overnight. Unlike Ford Motor Co., GM doesn’t have a massive foreign market of fuel-efficient, interesting cars to reinvent itself with. And although the Chevy Volt and Spark will hit showrooms fairly soon, making new models takes time and U.S. taxpayers want to see fast results from their multibillion-dollar investment.

GM’s new commercials follow the thinking that the Detroit automaker currently makes world-class cars that can hold their own against its foreign rivals, and that only the company’s marketing has fallen short.

Don’t think it’s all empty talk, though. In one TV commercial, new GM Chairman (and admitted non-car guy) Ed Whitacre announces a plan for a 60-day money-back guarantee for all GM cars. ‘May the best car win,’ he proudly proclaims.

Reaction to the commercial has been mixed. Some say they found the commercial to be disgusting and arrogant; others see it as a sign that GM is turning over a new leaf.

What do you think? Watch the commercial above and share your thoughts in the comments section. Is this arrogant bragging from an inferior company or is the new GM simply trying to break an old stigma?

-- J. Mark Sternberg