GM To Remove 'Mark Of Excellence' Logo From Vehicles
General Motors Co. will begin removing its "Mark of Excellence" logo
from vehicles as the company places greater emphasis on its individual
GM spokesman Terry Rhadigan said Tuesday the company would phase out the
placement of the GM logo on its cars and trucks, leaving just the GMC,
Chevrolet, Cadillac or Buick logos on the vehicles.
"We really want to elevate the prominence of our four core brands," he
said. "It's really going to be an intense focus."
GM is discontinuing or selling its other four brands, Hummer, Saab,
Pontiac and Saturn.
The final decision to remove the silver square logo was made earlier
this month, although executives had mentioned the possibility of such a
move months ago. The company found that consumers had a greater affinity
for GM's individual brands than the corporate name.
"What we're seeing is the GM brand gets dinged big time in terms of
considering a GM vehicle," said Mike DiGiovanni, GM's executive director
of global market and industry analysis, during a monthly sales
conference call in April. "But when you look at Chevrolet, Cadillac and
our other brands, they haven't changed."
The company began putting the logos on all its vehicles in North America
Rhadigan said removing the logo - which is generally placed on the lower
section of the door panel - from some models will be more difficult than
on others. On vehicles where a specific indentation is made in the sheet
metal for the logo, phasing it out will take longer. On models such as
the Camaro or Equinox, removal is easier, and will begin immediately,
Taking the logos off the vehicle will save GM a "nominal" amount of
money, Rhadigan said.