GM Names Hyundai's Christopher Perry to Lead Chevrolet Brand's Marketing

General Motors Co. named former Hyundai Motor Co. executive Christopher J. Perry to lead marketing for its Chevrolet brand as the automaker revamps its advertising management.

Perry, 50, had been serving as vice president of marketing for Hyundai Motor America and will hold the same position for the Chevrolet brand, Detroit-based GM said today in a statement. He has 25 years of marketing experience, including more than 20 years in the automotive industry, GM said.

GM has remade its marketing staff this year, hiring Joel Ewanick as U.S. vice president of marketing in May from Nissan Motor Co. Ewanick, who worked at Hyundai from 2007 to March, this year transferred all Chevrolet brand advertising work to Goodby, Silverstein & Partners.

“He’s bringing in the people that he’s comfortable working with,” Aaron Bragman, an analyst with IHS Automotive, said in a telephone interview.

Perry replaces Jim Campbell, who becomes vice president of performance vehicles and motorsports. Campbell was named Chevrolet general manager in December then head of the brand’s marketing in March when North America President Mark Reuss separated the sales and marketing roles.

Chevy Memo

Campbell, 46, co-wrote an internal memo that emerged in June in a New York Times story that said the company was dropping the use of “Chevy.” The company later issued a statement calling the memo “poorly worded.”

Campbell’s reassignment had nothing to do with the memo, Klaus-Peter Martin, a Chevrolet spokesman, said in a telephone interview.

Perry joined Hyundai in 2000 as head of brand planning and held a variety of positions before becoming vice president of marketing, GM said. Before Hyundai, he spent almost 10 years at the U.S. arm of Isuzu Motors Ltd. in various marketing and advertising roles. The information was on the company’s website.

The announcement comes a day after GM filed paperwork for an initial public offering that people familiar with the company have said may be as large as $16 billion. GM said in the filing that one of the risks it faces is changing the public’s perception of the company.

“The biggest challenge they face right now is getting rid of the Government Motors moniker,” Bragman said.

To contact the reporter on this story: Tim Higgins in Southfield, Michigan at Thiggins21@bloomberg.net;

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