DETROIT: US automaking giants General Motors and the Ford Motor Company followed divergent spend routes to market their crossover vehicle marques during 2007.
Figures from TNS Media Intelligence show Ford invested heavily in its Edge brand, to the tune of $179 million (€120.7m; £90.5m) in US measured media in the first seven months of last year.
GM, on the other hand, spent $56m million for the GMC Acadia, $46m million for the Buick Enclave and just $25m for the Saturn Outlook.
It sold nearly 137,000 of the three marques, while Ford and its undiluted marketing spend shifted just 6,600 fewer of its Edge vehicles.
The company's marketing-communications manager, Dave Sanabria, called the Edge launch "one of our largest and most integrated marketing campaigns ever".
Buick marketing director Maria Rohrer says 30,000 Enclaves were shifted from dealer lots in the seven months it was on sale last year - 35% more than projected.
Data sourced from AdAge.com; additional content by WARC staff