On The Move

Monday, August 1, 2011

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GM touts Chevy’s present, future for centennial

By Chrissie Thompson Detroit Free Press

Chevrolet’s 100th birthday strategy reflects General Motors’ recent marketing philosophies: Play off the soft spot people have for the brand’s heritage, but emphasize what Chevy looks like today.

When GM’s mainstream brand relaunched its U.S. advertising last fall, a main challenge involved leveraging the good memories people had of Chevrolet without reminding them of the bad experiences that often turned them off the brand.

That led to the “Chevy runs

deep� marketing campaign and the emphasis on cars such as the new Chevrolet Cruze and Volt.

For Chevy’s 100th anniversary, GM plans to highlight Chevrolet’s history among enthusiasts, mostly through the Woodward Dream Cruise in Detroit, while keeping its overall focus on looking forward to the brand’s redesigned cars and crossovers.

GM isn’t preparing a huge event for Chevrolet’s actual birthday, Nov. 3, and it won’t saturate the airwaves with reminders of its age. “We’ll leverage the centennial, but it’s not going to be

a huge part of our marketing going forward because that doesn’t solve our problem,� U.S. marketing boss Chris Perry said in a recent interview.

GM wants to keep working to convince buyers that Chevrolets are better than they thought — and worth putting on their shopping lists. For instance, consumer auto site Edmunds.com calculates the percentage of people who are considering a Chevy at 12 percent, behind Ford and Toyota and about even with Honda.

GM’s plan for Chevy contrasts with the way Ford cel-

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ebrated its company’s and namesake brand’s 100-year anniversaries in 2003 — and with GM’s own 100th birthday celebration in 2008.

About 250,000 people came out for Ford’s five-day 100th birthday party on the grounds of its Dearborn, Mich., headquarters.

GM kicked off its celebration with a Dream Cruise parade of 100 classic cars.

In September, on the actual anniversary, the automaker unveiled the production version of the Chevy Volt on a webcast that featured speakSee CENTENNIAL, Page 2

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General Motors employees cheer and applaud May 11 as the nine-millionth vehicle rolls down the final inspection line, breaking through a banner created to mark the event in Arlington, Texas.

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Page 2 / Monday, August 1, 2011

Tallahassee Democrat / OnTheMOve

‘Rail dust’ is bane of new-car paint

By Paul Brand Star Tribune (Minneapolis)

QUESTION: We have a 2005 Dodge Grand Caravan with 83,000 miles on it. There is a bubbled-up spot and some rust pimples on the right front passenger door. A body shop found several other rust spots all over the van. He thought that it may be rail dust.

According to him, this could have happened when it was transported on the train. I have a friend who is retired from Chrysler who said I should ask for a 50-50 deal to fix the problem. Your thoughts?

ANSWER: Paint damage from rail dust occurs when very fine, hot steel debris from rail tracks and train wheels lands on the paint of a new car being transported to a dealership. This hot “dust” literally melts into the clear coat and paint on the vehicle. If it hasn’t penetrated through the clear coat, it can sometimes be removed by careful wet sanding and polishing. If it has penetrated into the color coat, the only solution is repainting. Left unrepaired, the steel debris begins to rust — as you have discovered.

Because rail dust damage happens only during new-car trans-

Q&A

port, I agree with your friend.

Have the dealership confirm the damage is rail dust, and hopefully Chrysler will help with the repair.

Q: I bought a bright maroon 1983 Dodge 400 convertible three years ago that looked like it had never been polished. I polished it, but the hood dulled out in a week.

I tried several products specifically designed to remove oxidation and restore color. They lasted a little longer but still dulled out. Then I tried WD-40. It works and takes less time, but still eventually dulls out. A body shop told me the only fix is sanding and repainting.

A: The body shop is correct.

Once the paint on a vehicle has “died,” there’s no permanent fix.

As you’ve discovered, it’s possible to make the paint shine — for a while. But it won’t last long because the paint has dried out and oxidized beyond restoration.

Q: My daughter’s 2001 Hyundai Santa Fe is displaying areas of flaking clear coat on the top and fenders. Her SUV is black and has been polished and waxed at least once a year. Is it possible to have the clear coat stripped and new clear coat sprayed on, or does the car require a complete paint job?

I bought a bright maroon 1983 Dodge 400 convertible three years ago that looked like it had never been polished. I polished it, but the hood dulled out in a week. ... A body shop told me the only fix is sanding and repainting.

A: I asked my son, Paul Jr., a body and paint specialist, if this can be done successfully. He said that stripping and reapplying the clear coat might — and he emphasized “might” — be possible, but only if done exceptionally well. The clear coat would have to be very carefully sanded off using nothing coarser than 500or 600-grit in order to not leave sand scratches that would show through new clear coat. But, he emphasized, if the sanding goes through the color at any point, the entire panel would likely have to be fully sanded and repainted.

He suggested that with a 10-year-old vehicle, it probably would be better to completely

refinish the affected panels.

Q: I have a 1997 Crown Victoria and have recently had some steering problems. At highway speeds everything is normal, but at lower speeds it sticks during a turn. The car has a steering gearbox and Pitman arm, so is the gearbox failing?

A: The first step is to have a qualified shop carefully inspect all the front-end steering and suspension components like ball joints, steering tie rods, drag link and idler arm. Also, carefully check the steering column and universal joint that connects the column to the steering box. Even tire pressures, alignment or binding in the steering column could cause this symptom.

There is an adjustment for free play in the steering box, but if an adjustment is necessary, leave it to a pro.

—Paul Brand, author of “How to Repair Your Car,” is an automotive troubleshooter, driving instructor and former race-car driver. Readers may write to him at: Star Tribune, 425 Portland Ave. S., Minneapolis, Minn. 55488 or via email at paulbrandstartribune.com. Please explain the problem in detail and include a daytime phone number. It isn’t always possible to send a personal reply.

To lease or buy? Not a cut-and-dried answer

By Steven Cole Smith The Orlando Sentinel

QUESTION: Advice, please, on whether we should lease or buy a car? We are a senior couple and tend to keep our vehicles for a while. Can you help with some pros and cons?

—Paul Paradise, Kissimmee ANSWER: A couple of years ago, good leases were hard to come by, but in this current market, there are quite a few. Most of the leases you see advertised are “subvented” leases, which are backed by the manufacturers, and typically discounted — these are the leases you see advertised by manufacturers, available for

Q&A

the same price at every dealer.

These are usually pretty good offers, but are seldom very negotiable, unless you have a trade-in vehicle — you can dicker on the value of it. Other, non-subvented leases are usually offered by dealers themselves, and can vary from one store to another.

What is the advantage of leasing? Usually a lower down payment, and lower monthly payments. Customers who want a new vehicle every few years are well-served by leasing. People who hang on to their vehicles for a while, usually paying them off, are not — a lease gives you nothing at the end of the contract, and you’ll either have to buy the vehi-

All leases also have a mileage limit, sometimes as low as 8,000 to 10,000 miles a year. If you drive more than that, you’ll pay extra for each mile over your limit. cle at a pre-set price, or lease or buy another one.

All leases also have a mileage limit, sometimes as low as 8,000 to 10,000 miles a year. If you drive more than that, you’ll pay extra for each mile over your limit.

The best thing to do is work the numbers — see what it costs to buy and to lease a vehicle you are interested in, and see if the limitations of a lease are worth

it. Remember that if you decide to terminate a lease early, it will cost you. There are, however, services like the Miami-based LeaseTrader.com, which seeks to match up lease customers who want out of a lease and customers who want to lease for a shorter period of time.

—Steven Cole Smith is the automotive editor at the Orlando Sentinel in Florida. Send questions to scsmithorlandosentinel.com.

Centennial From Page 1

ers in Detroit, Germany, China, Mexico and Brazil; hosted a discussion on the next 100 years of world transportation, complete with questions from Web watchers, and opened its headquarters for a party for Chevy fans.

But the day before GM turned 100, the auto industry changed: Investment banking giant Lehman Brothers went bankrupt, setting off the longest recession since the Great Depression and sending demand for U.S. auto sales hurtling toward quarter-century lows. Two months later, GM was pleading for U.S. aid.

The assistance came, and GM survived bankruptcy.

But auto sales are still recovering, and the automaker is seeking to fit into the lean image that accompanies its “New GM” moniker. Strategists decided paying for a massive company-wide party for Chevrolet didn’t make sense, said GM spokesman Tom Wilkinson.

Instead, GM will let its individual regions and countries worldwide decide how to celebrate Chevy, which makes up about half of GM’s global sales, in ways that fit the brand’s meaning in that location, Wilkinson said.

In Europe, for example, GM may continue to leverage the Swiss birthplace of Louis Chevrolet, who founded the brand. His hometown, La Chaux-de-Fonds, was already the site of a gathering of 1,200 Chevys and 30,000 people in June in honor of Chevrolet’s 100th anniversary.

In Detroit, the focus is on the Woodward Dream Cruise, which Chevy has returned to sponsor this year.

Chevy will celebrate with a parade of past and present cars on Aug. 18 before the official Dream Cruise that Saturday.

Plans to celebrate the actual birthday, Nov. 3, are still a work in progress, but won’t include the fanfare of the Dream Cruise or the 2008 celebration for GM.

Monday, August 1, 2011 / Page 3

OnTheMOve / Tallahassee Democrat

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Page 6 / Monday, August 1, 2011

‘05 CHEVROLET TrailBlazer

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Service Special $ 00

15 OFF

Any Air Conditioning Repair Coupon not valid with any other offer. Must present coupon at time of purchase. Limit one coupon per person. Coupon does not apply to prior purchases. Other Restrictions my apply. Void where prohibited.

Monday, August 1, 2011 / Page 7

OnTheMOve / Tallahassee Democrat

� ��� �� � � ���� �� ��� Tallahassee Ford Lincoln

Tallahassee Ford Lincoln

Tallahassee Ford Lincoln

Tallahassee Ford Lincoln

Tallahassee Ford Lincoln

‘05 FORD Five Hundred

‘07 FORD Edge

‘06 JEEP Wrangler

‘08 JEEP Liberty

V6 Cylinder, A/C, 4DR SDN Limited AWD, ABS.

5-Passenger SUV With A Sedan-Like Ride.

Fun to Drive 6-Speed Manual Transmission.

You Will Enjoy The Feeling You Get Every Time You Slip Behind The Wheel.

$10,488

1-888-259-7004

$14,995

Tallahassee Ford Lincoln

1-888-259-7004

$15,995

Tallahassee Ford Lincoln

1-888-259-7004

$16,488

1-888-259-7004

‘08 MERCURY Mariner

‘07 DODGE Dakota

‘08 FORD Expedition

‘09 FORD Taurus

Luxurious Leather, Speed Control, Privacy Glass, Power Moon Roof, 6-CD In-Dash Player, Integrated Side Step Bars.

4WD.

Loaded, Navigation, Rear View Camera, Heated/ Cooled Seats.

Excellent Ride With Many Extras!

$16,900

1-888-259-7004

Tallahassee Ford Lincoln

$16,995

1-888-259-7004

$17,788

Tallahassee Ford Lincoln

1-888-259-7004

Tallahassee Ford Lincoln

$17,988

1-888-259-7004

‘08 MERCURY Milan

‘10 FORD Fusion

‘04 FORD Super Duty F-250

‘07 LINCOLN Town Car

Leather, Automatic.

6-Speed Automatic Transmission.

Diesel.

Timeless Elegance.

$17,995

1-888-259-7004

Tallahassee Ford Lincoln

$17,995

1-888-259-7004

$18,995

Tallahassee Ford Lincoln

1-888-259-7004

Tallahassee Ford Lincoln

$19,288

1-888-259-7004

‘09 TOYOTA RAV4

‘10 FORD Escape

‘08 FORD F-150

‘06 FORD F-150

Power Windows, Cruise Control.

5-Passenger SUV With Excellent Fuel Economy.

Easy To Keep Clean.

Loaded.

$20,788

1-888-259-7004

Tallahassee Ford Lincoln

$21,995

1-888-259-7004

$21,995

Tallahassee Ford Lincoln

1-888-259-7004

Tallahassee Ford Lincoln

$21,995

1-888-259-7004

‘10 FORD Mustang

‘07 FORD Edge

‘11 FORD Fusion

‘07 FORD F-150 XLT Crew

GT Spoiler, Automatic, Exterior Sport Appearance Package.

Leather With 18” Chrome Wheels.

Automatic 5-Passenger Sedan.

Trailer Tow Package; Premium 6-CD Audio System; 4WD.

$21,995

1-888-259-7004 ‘08 LINCOLN MKX

Tallahassee Ford Lincoln

$22,488

1-888-259-7004

$22,995

Tallahassee Ford Lincoln

‘08 FORD Explorer

1-888-259-7004

Tallahassee Ford Lincoln

$23,388

1-888-259-7004

→ $250 DISCOUNT ← ‘11 FORD Mustang

Bring in this coupon to receive a

243 N. MAGNOLIA DR.

(888)

TD-0000181838

Tallahassee Ford Lincoln

‘08 LINCOLN Mark

259-7004

Page 8 / Monday, August 1, 2011

TD-0000181839

Tallahassee Democrat / OnTheMOve