A classic Chevy Malibu

After efforts to improve its product line failed to light a spark under would-be consumers, General Motors plans to reinvent itself from a marketing perspective, reports the Detroit News.

"The idea of building a great car and just assuming that people are going to buy it doesn't work," mused CEO Rick Wagoner at the Frankfurt motor show this week.

For its Chevy Malibu, the company has planned a US$ 100 million marketing effort. GM also wants to draw truck buyers' attention to the vehicle.

Chairman George Peterson of AutoPacific, a CA-based consulting firm, noted GM's marketing issues stem from its reliance on traditional marketing efforts.

"GM really needs to explore some of the more innovative, guerrilla marketing," said the chairman. "They need to do more online marketing, more event marketing."

Online and event marketing aside, the company has tried its luck at product placement, providing real-world cars for four of the Autobots in the cinematic interpretation of Transformers.