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(May 31, 2001) -- General Motors Corp.'s Oldsmobile division's regional radio campaign targeting African Americans will now air through August on select stations in 15 markets.

The campaign began May 21 and was announced it would run through June. In the 60-second spot from E. Morris Communications, Chicago, uses the song "They Got Your Back," sung by actor Billy Dee Williams, to stress that GM is still backing Oldsmobile with a five-year, 60,000 mile warranty.

GM announced in December that it would eliminate the money-losing Oldsmobile brand within a few years.

"Some of our consumers are concerned about their warranties and future service needs," said Schryse Crawford-Williams, diversity brand manager at Oldsmobile.

She said Oldsmobile has increased sales to African Americans from 1.6% of its total yearly unit sales to roughly 5% since the brand started this initiative about two years ago. -- Jean Halliday

Copyright May 2001, Crain Communications Inc.

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