General Motors marketing head Bob Lutz has told his advertising teams that he was not impressed with recent marketing efforts for Chevrolet, Buick and Cadillac, and some say that his arrival could mean that buyers considering used cars in New York will see new commercials with more input from automotive designers within the company.

He told teams that while recent spots for Cadillac and Chevrolet may have tested well, they were not “effective” advertisements, according to a report in Advertising Age.

“I think you will very quickly see a drastic change in the tone and content of our advertising,” Lutz said according to online magazine. “And if you don’t, it will mean that I have failed.”

The move by Lutz to curtail recent marketing efforts represents one facet of GM’s attempt to become profitable before its chief stakeholder puts the automaker back on the market.

Ron Bloom, chairman of the U.S. Treasury task force overseeing the bailouts of both GM and Chrysler said that he was eager to “dispose” of the government’s stake in General Motors, hopefully by next year, according to an Associated Press report.