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Press Release

ORLANDO, Fla. (Feb. 13, 2010) — At the NADA convention’s Women Dealers Breakfast, GM sales, service, and marketing vice president Susan Docherty told attendees her company hopes to emerge from 2009 with a stable dealer network, a successful launch of new models, and the ability to pay back its government loans with interest. Despite GM’s bankruptcy and the wipeout of the Pontiac brand, Docherty feels hopeful that a stronger company—and a stronger industry—will prevail. “I’d rate the health of the [dealer] network as good, but I hope by this time next year I can say it’s excellent,” she said.

The perception of the auto industry as having little growth potential ignores the fact that only 14 percent of the world’s population eligible to drive actually does so, Docherty added. Markets in countries such as China and Russia have great potential, she said. “There is lots of growth and lots of opportunity.” 

Docherty, who was appointed to her current position in October, addressed GM’s efforts to market recent models specifically to women through product placement on such shows as “The Good Wife,” “Glee,” “Ellen,” and “The Ghost Whisperer.” There was also a collaboration with “The Ellen Degeneres Show” to give away six GMC Terrains (with Degeneres touring six U.S. cities). Docherty said a large number of female buyers reported they became familiar with GMC’s Terrain through Degeneres’s Twitter feeds—not through the company’s traditional ad campaign.

Docherty also encourages dealers to mold female talent within their store, something that she believes is needed at both the dealership and company levels. “Help identify talent early so they get to know the business,” she emphasized.