March 17th, 2023, Lesley Simeon
Five years after she was appointed as the company’s global chief marketing officer, General Motors’ (GM) Deborah Wahl is stepping down from the position. Wahl has reportedly accepted one of the automaker’s voluntary early retirement packages - the “Voluntary Separation Program” - offered to white collar employees. The carmaker will be conducting a search for Wahl’s replacement.
We look at how the brand has fared in recent years.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - GM’s Impression score increased January 1, 2019 onwards. The metric - which asks consumers about their overall impression of the brand - grew from a net score of 9 on January 1, 2019 to 14 on March 13, 2023.
Similarly, GM’s Buzz score - which measures whether consumers are hearing more positive or negative things about the brand - recovered from a net score of -0.3 on January 1, 2019 to 5 on March 13, 2023.
While GM’s Current Customer score remained mostly unchanged in the observation period, its Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising - dropped marginally between January 2019 and March 2023 (from 13% to 11%).
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. General Motor’s Impress score is based on the question: Overall, which of the following brands do you have a positive impression, negative impression? and delivered as a net score between -100 and +100.
Its Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Current Customer score is based on the question: Do you currently have a product or service from any of the following brands? and delivered as a percentage. Its Buzz score is based on the question: Over the past two weeks, which of the following brands have you heard something positive/negative about? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 6769 US adults between January 1, 2019 and March 13, 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.
Photo by Elishia Jayye on Unsplash