The thing that baffles me is keeping Buick alive. The only people who buy/drive Buicks are 65+. Their customer base is dying.
GM of old was:
Chevy: America’s brand, the car you wanted when you were starting out. And pickups (why they stole this market from GMC, I don’t get). Oh, and the Vette.
Pontiac: Performance, the “hot” chevy, with the Firebird and the GTO and so on. Why the Vette wasn’t a Pontiac, I’ll never understand.
Buick: Business man’s car. Entry-level luxury. The car you aspired to after you out-earned the payment on the Chevy. Only reason they’ve sold anything outside of the 65+ crowd was Tiger Woods, and that deal’s done.
Cadillac: The ultimate in aspiration. This is where you wanted to be.
GMC: Used to be called GM Truck/Bus. Somehow got to be the “Buick” of trucks (same thing as a Chevy, but more insulation and a couple more gizmos).
Saturn: A “whole new car company”, that ended up just being the same cars as Chevy and Pontiac with different skins
Hummer: The military vehicle company that they never should’ve bought.
Problem is way too much overlap. Even recently, the GMC Acadia, which was a whole newly designed car just 2-3 years ago (and is a great car), has a Chevy, Buick, Saturn, Cadillac (and I think Pontiac) twin. How stupid.
And you have dealers with all kinds of weird combos, some solo (only Chevy or only Caddy), some Buick/Pontiac/GMC, some Chevy/Pontiac, some Chevy/Cadillac, even Cadillac/Hummer, etc., etc. Again, how confusing can you make it for your customers?
And there are 3x too many dealers. There’s one in every piss-ant little town, and 25 GM dealers within an hour of me. But there are only 5 Toyota dealers. Again, GM is really stupid.
I think the best GM could be is:
Chevy: entry to mid-line cars, and the Vette. Cede trucks and SUVs to GMC. Their unique lines are at the bottom. Work hard on the Volt, and other gas-sippers and such. Go back to “America’s Car”.
GMC: All trucks and SUVs, from the workhorse to almost the top-of-the-line SUV. Maybe carry a hybrid or two in here, but nothing much.
Cadillac: mid-line to top-of-the line cars and SUVs. At the mid-line they are pimped up Chevy twins, including a pimped up Volt. At the top they are unique, just like Chevy is at the bottom. And they should have a few SUV’s that are twins to the GMC but pimped up. Just like the pimped up Vette twin they have today (name??), that still makes some sense.
Dealers could be any combination of the three because they’d all make sense. And just summarily cut off the bottom 10% of the dealers each year for the next 10 years. Tell them, “you can sell any of our brands you want, we no longer give a rip about non-competes within X miles. It’s just a rugby scrum, make it work. But fall in the bottom 10% nationwide, and you’re gone.” Just “Buh-bye, you lose”.
This company could be lean, mean, and could kick butt.
But then, nobody asked me
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