GM marketing chief Ewanick: “We’ll focus on Cruze all year long”

Joel Ewanik was recently named General Motors’ global marketing chief, so we sat down with him and Buick marketing honcho Roger McCormack at the Detroit Auto Show to find out how they plan to get more attention for GM’s brands.

• For both men, the priority is to get people in seats since GM appears to realize that it can’t just rely on people to trust its marketing. “We’re making great cars – the Cruze was the first car in its segment to get five stars under the new NHTSA standards,” Ewanick said, “we need to get people in sitting in the cars.” For Buick, McCormack said as well that his brand will focus on “Activities to get people in cars, sitting in cars, experiencing cars.”

• On the subject of settling Cadillac’s advertising, Ewanick said, “With Cadillac we’re trying to create some dissonance, putting them in ski resorts to remind people that Cadillac is a great brand for their snow activities with the all-wheel-drive sports wagon and CTS, SRX and Escalade.” To that end, the brand has done deals with the Northstar ski resort in Lake Tahoe and they’re doing one with Vail, in Colorado.

GM recalls select 2011 model year pickup and SUV models over axle fears

General Motors is recalling a handful light-duty GMT900 pickups from the 2011 model year due to faulty rear axle cross pins. Both the Chevrolet Avalanche and Silverado 1500 are effected, as are the Cadillac Escalade EXT and GMC Sierra 1500 – a total of 1,262 vehicles in all.

The National Highway Traffic Safety Administration cites that these rear axle cross pins were not manufactured up to proper specification and that the pin could “fracture and become displaced within the rear axle.” NHTSA further details the consequences of a displaced pin, saying:

“The driver may hear a banging noise coming from the axle. If the pin shifts out of position, it could create an interference condition and cause the rear axle to lock. The driver may not be able to maintain directional control of the vehicle and a crash could occur without prior warning.”

GM will begin notifying owners about this problem in January, and dealers will install a new rear axle cross pin without any cost to the customer. NHTSA’s official statement is available after the jump

GMC Sierra All Terrain HD concept is ready for off-road action

If you think the Ford F-150 SVT Raptor is too hot yet the Dodge Ram Power Wagon is too cold, General Motors’ latest concept might strike you as “just right.” This, the GMC Sierra All Terrain HD concept, looks to bridge the gap between the two hardcore pickups from GM’s crosstown rivals, while still offering top-notch levels of power, refinement and technology.

The four-door 2011 Sierra HD underpins the All Terrain concept, and power comes from The General’s 6.6-liter Duramax diesel V8. A six-speed automatic sends the 397 horsepower and 765 pound-feet of torque to all four wheels. Versus a normal Sierra HD, ground clearance has been increased by about three inches, width has been bumped up to 73 inches (four more than normal) and the whole package rides on 20-inch aluminum wheels wrapped in 35-inch BFGoodrich KM2 mud terrain tires. Off-road performance is enhanced with the addition of Fox off-road shocks (just like the Ford Raptor).

Inside, GM has fitted the All Terrain concept with a Denali-spec interior with additional satin metal finishes and a leather-wrapped dash. What’s more, a next-generation stereo system with an 80-gigabyte hard drive has been fitted inside this concept, and we’ll soon be seeing this new system across the full GM product range.

Currently, there are no plans to create a production version of the All Terrain concept, though GM tells us that if a road-ready version of this ultra-tough Sierra is produced, it will likely be crafted with the assistance of an aftermarket company. We’ll be seeing the All Terrain concept in person at the Detroit Auto Show in just a few weeks, but for now, click through our high-res image gallery below, or follow the jump for the official release.