Throughout the history of General Motor after World War II, the company has managed to sell various products on its linear line, and then offering a wide range of models to visitors to its salons. This custom of “diluting the brand” has been an acceptable practice for GM, Ford and Chrysler for several generations, but this practice has had its pitfalls.
More ... The cost of repeated models for crossing the entire spectrum of GM is much more than you think. No, I’m not talking about the price of slapping a different name on different models to sell them under different brands, instead I’m talking about the brand’s “value”: the consumer’s perception that there is nothing concrete to be sold with this brand.
For example, I quite agree that General Motors retains all its brands, but I would like the company to distinguish each brand from each other. Only Saturn and Cadillac seem to have a clear identity, and Pontiac and Buick are more than units carrying updated versions of other GM cars. Chevrolet, with its wide range, partially avoids the problem of diluting the brand, but often their models, which historically migrate to Buick and Pontiac, will be sold as recycled versions of Chevy cars.
Word has that now GM's Hummer niche division can also branch out. This would be unfortunate, since it is the “nichieness” brand that gives it an advantage.
Here are my suggestions for GM: keep the Cadillac as it is; don't bother with success. Highlight Buick as a true brand of “near luxury” ... Lucerne and Lacrosse are good sellers, but think about the return of the Regal ... yes, you read that right to arouse interest.
Pontiac needs real excitement ... invest in a GTO and really understand. Drop all minivans, SUVs and just focus on sports models. Chevrolet is absolutely necessary Camaro. In addition, a powerful Impala through the Dodge Charger line would be a big help. Is it too much to ask the fascinating Malibu?
Saturn must continue to use its relationship with Opel to allow itself to be distinguished from its American counterparts. SKY is a hit, the new Aura looks hot, and the upcoming VUE replacement looks like it sells well.
Leave Hammer alone. Not everyone can or should be able to afford it! GMC is likely to move forward like Reskinned Chevys. GM may consider reducing GMC and building up Chevrolet trucks as a real world leader.
Saab. Sorry for poor Saab. Neglected and almost do not stand. However, if GM allowed Saab to flourish, as Ford gave Volvo a lot of autonomy, then Saab could also make a difference for the general.
I doubt anyone in Auburn Hills pays much attention to my words. For GM, I hope that they will carefully study all this practice of breeding the brand, and will return something in practice to become the number one carmaker in the world again.
