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PONTIAC SOLSTICE

GM PLANWORKS, Detroit / GENERAL MOTORS / 2006

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Overview

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Credits

Overview

Execution

The Apprentice task was to create a sales brochure for the Solstice to generate awareness and sales of the first 1000 Solstices. This catalog development task worked to showcase the stunning design and thrilling performance of the Pontiac Solstice – the two key messages Pontiac wanted consumers to take away. Donald Trump seemed to actually endorse and lend credibility to Pontiac’s new face by having Solstice appear in such a meaningful way on his show!

Outcome

The first 1000 Solstices sold out in 41 minutes, generating $20,000,000 in Pontiac sales. 5500 people on the waitlist for a Solstice. 1400% increase in traffic to Pontiac.com. 840,000 users logged on to the Pontiac Solstice Early Order landing page. Pontiac Solstice is now the category leader –outselling Mazda Miata.

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