Glory Days: When Horsepower and Passion Ruled Detroit

by Jim Wangers

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Glory Days: When Horsepower and Passion Ruled Detroit - Front Cover

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description

Winner of the prestigious 1998 MOTO Gold Award for Autobiographical Writing presented by the International Automotive Media Conference! The automobile industry is one of the most capital- and marketing-intensive industries in the world today.

Common wisdom states that the keys to sales success in the industry are no different than in any other: brand management, product positioning, and brand imaging. But what do these commonly traded buzzwords really mean, and how do they translate into a successful brand campaign?

Contents:
Introduction.

Getting the Fever
- Finding a true calling: working with cars and marketing them.

Learning the Ropes
- At Kaiser, learning what a good tie-in promotion requires - but not enough power to buck the system.

Early Successes...and Failures
- First ignored, then tolerated, product knowledge leads to Chevrolet success; arrogance to a job loss.

Temporary Insider
- A chance to work at Chrysler gives experience as the client, but happiness is fleeting

A Player on the "Hot" Team
- A move to Pontiac, where big changes are redefining the car, marketing ideas win power

The Royal Treatment
- How Royal Pontiac made "Win on Sunday, sell on Monday" work, all the way to an NHRA drag racing win

Forging the Bonds
- The final players take their place for the start of the musclecar era, as the GTO is born

The Tiger Learns to Roar
- Firing on all cylinders: GTO marketing ranges from magazines to shoes to breakfast cereal to Tigers to Monkees

Shifting Gears
- Major changes in corporate policies force a rethinking of marketing strategies

Judge...and judgement
- As the GTO reaches its apogee, the author falls victim to corporate politics

Dealing Myself Out
- Adventures at Hurst; how running a dealership is not the same as marketing cars

Nothing but Sizzle
- Take one car, add stripes, a spoiler, a wheel package and paint, and presto! a new model

The Consultant
- Building a business out of performance comparisons

Why the Tiger Roared
- Marketing and brand management in today’s environment, and how the Wide-Track concept would fare today

Afterword: Preserving the Legend
- The importance of the car hobby today

product details

  • Publisher: Robert Bentley, Inc Publishers
  • ISBN: 0837602084 (0-837-60208-4)
  • ISBN-13: 9780837602080 (978-0-837-60208-0)
  • Format: Softback, 348 pages
  • Date Published: 1998

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