General Motors names former Hyundai exec US marketing chief in latest management change

GM names new US marketing chief in latest shakeup

NEW YORK — General Motors Co. is replacing its newly named marketing chief with the former head of marketing at Hyundai Motor America, the automaker’s latest change-up of top management.

Joel Ewanick will take over as vice president of U.S. marketing from Susan Docherty starting May 24. Docherty previously ran both the sales and marketing divisions at GM, but saw her duties shrink to just marketing in March. GM said Wednesday it is still deciding on her new role.

Ewanick, 49, is a high-profile figure in automotive marketing circles. He spent three years as vice president for marketing at Hyundai’s U.S. subsidiary, where he led several campaigns that were instrumental in boosting the Korean automaker’s market share here.

One wildly successful promotion offered to take back the vehicles of customers who lose their jobs and featured voiceover from actor Jeff Bridges, who remains a spokesman for Hyundai.

Ewanick left Hyundai in March to take over marketing for Nissan North America. Nissan spokesman Scott Vazin said Ewanick tendered his resignation on Wednesday and no replacement has yet been named, Vazin said.

“We accepted his decision and we’re somewhat disappointed to see him go but wish him the best,” Vazin said.

Ewanick joins GM at a critical time, as it aims to boost sales and focus its marketing efforts on its four core brands: Chevrolet, Buick, Cadillac and GMC. GM said Monday its sales in April rose 7 percent, though for those four brands alone sales rose 20 percent, in line with the broader industry.

The announcement leaves Docherty’s new role up in the air, but GM said it will announce a new position for her soon. GM North America President Mark Reuss praised Docherty’s work at GM.

“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,” Reuss said in a statement.