Can Tim Mahoney work his magic at Chevrolet? Tim Mahoney, Chevrolet's new global marketing chief, knows something about putting spark into struggling brands and giving focus to confused marketing. When he returned to Subaru of America in 2006 - his second stint with the company - he found a brand that had lost its way. Executives in Japan had upped sticker prices, aspiring to become the Japanese BMW. Marketing consisted of a mishmash of campaigns. A quiet man with a wicked sense of humor, Mahoney and the team slashed prices and stopped using celebrities in Subaru's advertising. New ads concentrated on the brand - mixed with a bit of goofiness. Subaru's market share has been surging ever since, and Mahoney became a hot commodity.
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