GM unveils Malibu ad campaign strategy

Kim Kosak, general director-advertising and sales promotions for Chevrolet, is well aware of the challenge. Malibu’s targets “are highly skeptical of domestic car brands,” she says. Toyota’s Camry is the best seller in the mid-size segment, followed by Honda’s Accord and Nissan’s Altima.

That’s why, she said, Malibu’s launch aims to disrupt consumers. “We’re going to shock the system and get their attention because we’re not on their radar screen,” she said.