Shrinking GM models may herald expansion in sponsorship

GENERAL MOTORS sees high fuel prices as the new reality for car drivers and is responding accordingly. Dan Akerman, CEO of the Detroit giant announced the launch of four small, fuel-efficient models in the US this year including a new extended-range electric car, the Chevrolet Volt. This development is a big gamble for GM which has a stable of some of the most iconic US brands including the Hummer, Buick and Cadillac. The company slashed its sponsorship budget some 60% from a peak in 2008 but there are signs it will have to put its marketing muscle behind the new range to persuade consumers to abandon their SUVs. - 25/2/2011