Pontiac Launches “Underground” Fan Site

Pontiac gives car fans a place to hang out together.

Pontiac is hosting a broad range of car enthusiasts with a new social-networking site.

The General Motors division launched PontiacUnderground.com last week through Yahoo. The site is part of a broad slate of community-marketing initiatives that Pontiac will execute this year, the company said.

Giving enthusiasts a place to meet is crucial to driving word-of-mouth and brand loyalty. Pontiac cites J.D. Powers & Associates research in which 94% of car buyers who use the Web say that consumer-generated content is an important source of information to help them decide which vehicle to buy.

PontiacUnderground.com hosts discussion groups, photo-sharing and behind-the-scenes info segmented by Pontiac brands, from Vibe and G6, which appeal to younger drivers, to the mid-scale Grand Prix sedan and the flashy Solstice roadster.

“With Yahoo!'s leading social media platform, it's exciting to finally be able to bring our GTO fans, G6 fans, Solstice fans, old Firebird or Chief fans, Vibe fans—all Pontiac online communities together," said Mark-Hans Richer, Pontiac’s marketing director, in a statement. “Pontiac Underground is almost all consumer-generated: It's their community, we're just trying to add to it.”

The site lets registered members share photos and videos. Visitors can also read (and post) news stories and link to others sites at a Pontiac Informer section. The site also helps users find local enthusiast clubs. An “Inside Track” blog lets Pontiac release news and photos directly to its most loyal owners. Digitas, Boston, handles the site for Pontiac.

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