DETROIT'S BIG CHANCE

摘要

The pitch was so ballsy, it bordered on the laughable. An American automaker that had just emerged from bankruptcy-an endlessly beleaguered outfit that for years had been unable to build cars people wanted to buy-was launching an ad campaign that boasted, "May the Best Car Win." It was September 2009, and General Motors was in danger of leading with its chin. Robert Lutz, then the company's marketing chief, decided it was time to shock consumers. Lutz felt Americans weren't giving GM enough credit for making cars that were as good as the Japanese competition.