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GM TV AD CAMPAIGN TO FOCUS ON VEHICLE QUALITY

            GM TV AD CAMPAIGN TO FOCUS ON VEHICLE QUALITY
    WASHINGTON, April 15 /PRNewswire/ -- Satisfied General Motors


customers -- many of whom have switched recently from imported vehicles to GM cars and trucks -- will be center stage in an unprecedented Washington-area television advertising campaign beginning April 19.
    The four-week campaign, titled "The Time is Right," will mark the first time General Motors (NYSE: GM), its dealers and car and truck divisions have joined together to produce a series of television ads stressing GM's gains in vehicle quality.
    "This advertising blitz is one of the biggest things that has happened to GM dealers in our market in a long time," said Jack Pohanka, chairman of the Pohanka Automotive Group and one of the campaign's organizers.  "It will tell the GM quality story the best way:  through the words of happy purchasers of our new products."
    "We know that GM cars and trucks are better than ever before -- that GM has more new products than any other manufacturer -- and now Washington consumers will know it, too," Pohanka added.
    The high level of viewer exposure to the campaign will make it one of the largest in area history.  It will feature 15- and 30- second ads, airing more than a thousand times, emphasizing how improvements in GM quality translate in the minds of "import-turned- GM" new-vehicle owners from the local area.
    Midway through the advertising campaign, on May 1-2, GM and its divisions will hold a two-day test drive program at the Tysons II shopping mall from noon to 6 p.m. each day.  "GM Quality Road Test at Tysons II" will feature a full lineup of 1992 GM cars and trucks for anyone who wants a test drive.
    "The road test program supports the advertising campaign," Pohanka said.  "We're mighty proud of the quality of our new GM cars and trucks, and we want people to see and experience that quality for themselves completely outside the sales environment.  There's no better way to do that than to get behind the wheel."
    In addition to the road test program, there will be a static display of GM vehicles in the Galleria at Tysons II.  On hand to discuss the vehicles with visitors will be GM employees who actually helped build them, satisfied customers and representatives from GM and its car and truck divisions.
    -0-                   4/15/92
    /CONTACT:  Bill Noack of General Motors,  04/15/92 12:48 EDT
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Publication:PR Newswire
Date:Apr 15, 1992
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