Gm Hoping for Transformers to Boost Its Sales

Transformers, the Hollywood movie about two clashing robotic clans namelythe heroic Autobots and the evil Decepticons, has started showing already.Above all the excitement on the movie is the anticipation from a car makerwhich has taken a huge part on the film.

It is no secret that the cars used in the movie are models from GeneralMotors the producer of high quality Saab vehicles with durable Saab air filter.And because of this the Detroit-based automaker is hoping that the exposure ofits vehicles in the Hollywood summer movie Transformers will bring in moresales for them. Some of the featured GM vehicles in Transformers were theChevrolet Camaro concept and the Pontiac Solstice.

According to Dino Bernacchi, GM’s associate director of brandedentertainment, “You’re going to see these cars as the heroes. You’re not goingto see the other actors. These cars are the stars‚ literally‚ in themovie.”

The Transformers movie came just in time when the automaker is looking foran effective medium to reach younger car buyers. And the movie was justperfect. GM is hoping that through Transformers it may be able to attract carbuyers ranging from 18 to 34 year of age. The company’s huge presence in thefilm not to mention the accompanying promotional toys and video games hasreally helped in increasing awareness for GM’s brand of vehicles.

For the movie, GM will be spending millions in promotion and in marketingits Transformers tie-ins but refrained from giving details on the exactfigures.

In the movie, the word Camaro was mentioned many times by various charactersplus there were also close-ups of the Chevy, GMC, Pontiac, and Hummer logoswhich has given these GM brands quite an exposure.

David Koehler, a clinical marketing professor at the University of Illinoisat Chicago said, “Product placement has never been so blatant‚ and thepotential for a global platform to build brand awareness could not have come ata better time for GM. The younger demographic most likely to flock to thetheatres is exactly what GM needs.”

Erick Merkle, Vice-President of Forecasting for Grand Rapids-based autoconsulting company IRN Inc. has a different opinion. He said that there is noassurance that those who would see the movie will end up buying GM vehiclesthat is despite the fact that they might be impressed with the rides. Hefurther added, “Keep in mind that some of the vehicles they’re showing arevehicles the youth market won’t be able to afford. But they do have atremendous influence over what people who can afford those vehicles go to buy.You shouldn’t underestimate the influence of the youth. I don’t know a babyboomer out there who doesn’t want to be cool.”

Mr. Merkle has also pointed out that those who will go and see the movie arenot there because they are concerned about free-falling market shares orupcoming union negotiations and these according to him should be considered byGM.