Despite being far from apologetic when discussing Vauxhall's previous positioning, and the poor reception of some of its vehicles in the 90s, the marketing director for General Motors UK and Ireland has lofty aspirations for his charge and is unambiguous in his intention to move it into more elegant territory.
Over a 19-year career with General Motors, featuring stints in Germany and California, Gilson says he came to realise that Vauxhall needed affection - not from its owner, but from the car-buying public. When he took charge of the brand in 2004, the softly spoken marketer set out to inject a dose of likeability into Vauxhall's ads.
This approach can be seen in puppet rock band The C'mons, which star in the latest Corsa TV ads, and the 'little dads' of previous Zafira and Meriva campaigns, which were charming or irritating, depending on your point of view.
Gilson says that, while Vauxhall was always viewed as a 'rational brand', he has striven to develop a closer relationship with car buyers. As a result, it is cropping up in the most unlikely of places - such as its involvement with June's Art Car Boot Fair at Brick Lane in East London, or its sponsorship of the UK Beatbox Championships. Vauxhall is also extending its partnership with the Fashion Scout initiative over the upcoming London Fashion Week, alongside its sponsorship of Britain's Next Top Model on Living TV.
'I think Vauxhall was always strong on value for money and reliability, but over the past five or six years, we've tried to add more emotion to the brand,' he says. 'Our focus has been on improving product styling, and our communications have become far more edgy.'
The biggest change is yet to come: this week's London International Motor Show sounds the death knell for the Vectra model and the introduction of the more upmarket Insignia. Not only is Vauxhall rolling out a car to take on the likes of Audi and BMW, but it will do so with a refashioned griffin crest and without the customary 'V' grill found on recent models.
Although the Astra and Corsa are by far Vauxhall's biggest sellers, Gilson is all too aware that the brand will be judged on the merits of its current saloon offering. 'It's an important car for Vauxhall,' he says. 'The models we've had in that segment have played a disproportionate role in our brand image, starting with the Cavalier and Vectra.'
Following on from recent high-profile campaigns, Gilson confirms the Insignia will be launched to the sound of a heavyweight, above-the-line marketing programme, which will kick off in January with a series of TV ads. 'Insignia is a new name so we need to raise awareness,' he says. 'One of the things which has helped rejuvenate the Vauxhall brand is our TV advertising. We've spent heavily on TV ads and will do so again for Insignia.'
Despite so many changes within the space of a few years, Gilson shrugs off the suggestion that he has a masterplan for Vauxhall. He does, however, concede that the current decade will be a decisive one for the brand. 'In 15 years' time, I'd like people to look back at us and say, "They did a good job, they turned the Vauxhall brand around",' he says.
Gilson reveals that although he is currently tied to the UK by his family, he feels the lure of General Motors' far-flung operations in emerging markets. 'I've always fancied India - that would be a fascinating country in which to work,' he says. 'If the right job is available, hopefully it can happen.'
Nonetheless, one senses that such a move can wait. Gilson is only halfway through his 'turn around' job with Vauxhall, and steering the brand through Insignia's proposition-breaking release will be his biggest challenge yet.
Career history
- 1988-89 Market forecaster, Sewells Automotive Research
- 1989-92 Forecasting manager, Vauxhall UK
- 1992-94 Group brand manager, small and compact cars, Vauxhall UK
- 1994-97 Marketing strategy director, Vauxhall UK
- 1997-2000 Cross-vehicle line director, Opel/Vauxhall Europe
- 2000-2002 Vice-president, Ryder Automotive Group, General Motors US
- 2002-2004 Retail sales director, Vauxhall UK
- 2004-2005 Marketing director, Vauxhall UK
- 2005-present Marketing director, General Motors UK and Ireland