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GM taps Volkswagen marketing chief for Chevrolet brand [Detroit Free Press]
[February 25, 2013]

GM taps Volkswagen marketing chief for Chevrolet brand [Detroit Free Press]

(Detroit Free Press (MI) Via Acquire Media NewsEdge) Feb. 25--General Motors hired Volkswagen of America's marketing chief, Tim Mahoney, to serve as its new global leader for Chevrolet marketing.

GM today said Mahoney, who was serving as Volkswagen's chief product and marketing officer in the U.S. for the last two years, will start April 1 as chief marketing officer of global Chevrolet and global GM marketing operations leader.

Mahoney will report to Alan Batey, GM's vice president for U.S. sales and service, who has been serving as interim global chief marketing officer since Akerson fired CMO Joel Ewanick last summer.

His appointment marks the latest step in GM CEO Dan Akerson's reorganization of the company's global marketing structure. The automaker split up the responsibilities of CMO last year, handing global Cadillac marketing to Bob Ferguson, who reports directly to Akerson.

Mahoney will shape "Find New Roads," Chevrolet's new global marketing campaign, and will be responsible "for overall coordination of GM's global marketing operations," the company said in a statement. Mahoney has held various U.S. marketing positions at Volkswagen, Subaru and Porsche.

Chevrolet has several critical product introductions this year, including the redesigned Silverado pickup truck in the second quarter and the redesigned Impala sedan in the first quarter. The brand will introduce more than 20 new products worldwide in 2013.

"Tim's experience and passion for the automotive marketing business, combined with his innovative and collaborative style, has made him one of the most respected marketers in the business," Batey said. "His background and experience is a perfect fit for Chevrolet at the perfect time." GM declined to make Mahoney and Batey available for comment.

Chevrolet spokesman Michael Albano said in an email that Chris Perry, vice president for U.S. Chevrolet marketing, and Paul Edwards, executive director of global strategic marketing, will report to Mahoney.

Akerson said in a conference call Feb. 14 that GM "will probably evolve more to a global brand head rather than a global chief marketing officer." The company is also still contracting with Detroit-based ad agency Commonwealth to create global brand advertising for Chevy. Another firm, Leo Burnett, is handling ads for the Silverado and GMC Sierra truck launch this year.

Contact: Nathan Bomey at 313-223-4743 or On Twitter, follow @NathanBomey or @freepautos.

___ (c)2013 the Detroit Free Press Visit the Detroit Free Press at Distributed by MCT Information Services

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