DETROIT: Following Ford’s battle with an enthusiast’s unauthorized web site (PRWeek, Sept. 7), General Motors has become the latest auto giant to face an online nuisance.
DETROIT: Following Ford’s battle with an enthusiast’s unauthorized
web site (PRWeek, Sept. 7), General Motors has become the latest auto
giant to face an online nuisance.
Peter DeLorenzo, a Detroit automotive ad agency veteran and son of
deceased GM PR legend Tony DeLorenzo, is ruffling the company’s feathers
with www.autoextremist.com, a site launched in June. DeLorenzo’s
background includes stints on GM’s Pontiac, Nissan, Dodge and Chevrolet
Most of the gossipy material featured on the site is naturally about GM
- ’the kind of stuff you talk about in bars but never makes print,’
DeLorenzo said. ’I’ve always been opinionated about the advertising and
auto businesses, but I had no outlet.’
But autoextremist.com has humorously savaged some of GM’s executives by
name and criticized their marketing policies. Too, the site seems to be
hectoring GM differently than blueovalnews.com ribbed Ford. ’I’d never
print documents,’ DeLorenzo said. ’I’d just return them.’ Weeks ago,
Ford took its tormentor to court for printing confidential
Predictably, autoextremist.com has generated more than its share of
media attention in the close-knit Detroit auto community. But GM’s new
VP of communications, Steve Harris, said that he is trying to avoid
overreacting to Internet rebels like DeLorenzo. ’Sometimes, these things
are a bigger deal in the Detroit auto community than in the world at
large,’ he said.
DeLorenzo said the site has generated so many hits that he is now