Mkt/421 Favorite Brand Paper

Favorite Brand Paper

MKT421

August 18, 2014

When we think of the automobiles most people automatically think of Detroit, Michigan as the home of the American automotive industry. Michigan automotive history starts in the 1890s, when inventors tinkered the idea of self-propelled vehicles and later developed into the worlds top automotive producing city, hence the name “Motor City.” In this paper we will identify a brand I am passionate about, explain reasons why, discuss loyalty associated to customer relations, and identify competitors within the same industry.

Favorite Brand

Although the United States has one of the largest automotive markets in the world and is home to 13 auto manufacturers. I am very passionate towards General Motors (GM). General “Motors was founded by William “Billy” Durant on September 16, 1908. Durant had become a leading manufacturer of horse-drawn vehicles in Flint, MI before making his foray into the automobile industry. At its inception GM held only the Buick Motor Company, but in a matter of years would acquire more than 20 companies including Oldsmobile, Cadillac, and Oakland, today known as Pontiac”, (GM, 2014) “General Motors has played a pivotal role in the global auto industry for more than 100 years. From the first Buick horseless carriages to technological marvels like the Chevrolet Volt, our products and innovations have always excelled at putting the world on wheels” (GM, 2014). I think one of the reasons I am partial to GM is that my family has always owned them. I can remember my father telling me, “Son there’s nothing like American steel and there certainly isn’t anything better than an American made automotive.” On certain occasions my father would take me to the dealership and seeing how the Service staff provided high level of prestige service just because he owned a 1972 GMC Sierra 1500. Like days of old, GMC is the flagship series line of GM vehicles, a symbol that a person had money and is...