Consumers To Gm: You Talking To Me?

Despite a marketing overhaul launched in '95, GM's share in the U.S. has dived from 34% to just 29%

No one ever said running an auto giant would be easy. Even so, General Motors Corp. has had a tougher time than most. It has spent billions of dollars in the past five years to remake its cars and spruce up the image of brands such as Cadillac, Oldsmobile, and Buick. But for a lot of folks, including family man Timothy Dugan, the message hasn't gotten through. "I don't know anyone who owns an Oldsmobile," says Dugan, 41, an import manager for a semiconductor company in San Jose, Calif. "I'm surprised they're still around."

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