Ally Financial Inc. is showing dealers “the human side of the auto business” in a new advertising campaign, the company announced yesterday.
The campaign – which features print, online and video content and is called “Driven By What We Love” — tells the stories of individual efforts made by Ally employees and dealers around the country, “all driven by their common love for the auto business,” according to a press release.
“At Ally, our passion for the auto business is rooted in the years of experience and connections we’ve built across the industry,” Andrea Riley, Ally Auto’s chief marketing officer, said in the release. “The stories you see in this campaign show these remarkable relationships and how they make Ally so different from everyone else.”
Ally, one of the largest auto lenders in the U.S., underwent some significant changes recently, from the January loss of General Motors subvented lease business to its captive — General Motors Financial Co., to the February retirement of Chief Executive Michael Carpenter and the subsequent appointment of Jeffery Brown as new CEO. The company had capped 2014 with $41 billion in auto loans, and officially exited the Troubled Asset Relief Program after the U.S. Treasury sold its 54.9 million shares of Ally common stock in December 2014.
During the company’s 4Q14 earnings call in late January, Carpenter said that Ally planned to make up the loss from GM subvented leases by building up its non-GM vehicle loans in 2015. The first ad — posted below– may be the first step towards that end. The video, at just a little over a minute, shows dealers interacting with Ally employees while lines like, “This is about the people, and creating remarkable relationships with those people,” can be heard.
The company’s new ad campaign will continue throughout the year with additional dealers and stories, according to the release.
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