GM's Docherty Swept Aside for Hyundai Marketing Whiz

GM's Docherty Swept Aside for Hyundai Marketing Whiz

By Michelle Krebs May 5, 2010

General Motors swept aside marketing chief Susan Docherty to make way for the arrival of Joel Ewanick, the marketing whiz who helped Hyundai soar to new heights.

It had been speculated that Docherty was not long for GM's important top marketing job at this crucial stage when GM absolutely must move the metal in order to make money and get the government out of its business. Docherty had been in charge of both sales and marketing, but the sales job was dropped from her duties in a recent reorganization.

Ewanick's appointment, however, is a stunner. Nissan had just stolen Ewanick away from Hyundai in March, but obviously his feet had barely touched ground on Nissan soil -- if at all -- when GM made its move.

 

Ewanick, who becomes GM vice president of U.S. Marketing May 24, will report to Mark Reuss, GM North America president.

Ewanick, 49, will be the single point for marketing, GM said in a statement released Wednesday morning. He will be responsible for "improving the positioning of the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the United States," the statement said.

"Joel is highly regarded in industry and marketing circles and his track record speaks for itself," said Reuss. "We are very pleased to have his marketing acumen, creative leadership and energy at GM at this critical time."

Most recently, he was vice president of marketing for Nissan North America. Before joining Nissan in March, Ewanick was vice president of marketing for Hyundai Motor America during its phenomenal growth spurt -- in both sales volume and image. in his three-year tenure at Hyundai, Ewanick earned immense industry recognition and collected a host of awards.

Docherty, 47, will have a new position at GM that will be announced soon, the automaker said.

"Susan has been deeply involved in GM's sales and marketing initiatives for many years," Reuss said.  "With her drive and focus, she has laid the groundwork for solid plans and rejuvenated our agency relationships, placing us in good stead for the future. We look forward to her contribution across the business moving forward."

Ewanick's replacement of Docherty comes a day after a highly publicized complaint was filed against GM with the Federal Trade Commission over its boast that it had paid its government loans in full, when the the government still owns a huge stake in the auto company. GM has been accused of fraud in some quarters for the ads that star GM's Chairman and CEO Ed Whitacre.  -- Michelle Krebs, Senior Analyst and Editor at Large

Photos by GM

1- Joel Ewanick

2 - Susan Docherty

Michelle Krebs:  is Editor-in-Chief of AutoObserver.com. Follow @AutoObserver on Twitter.