Quote:
Originally Posted by DuSpinnst
Change Saturn into Opel, re-brand the stores and the cars. Don't change the dealer network. Take the smaller Saab network, buy out the dealers and combine Saab with the "new" Opel dealers (Canada already does this). There you have your "European Channel."
Take BPG, and par down the model line. No shared platforms between them, that means if Buick gets an Epsilon Pontiac doesn't.
Then make Cadillac and Chevy individual channels, and dump Hummer. If you MUST keep Hummer par it down to two models (H3 and H4) and sell them next to Pontiac Buick GMC, also that would mean you'd kill the small pickup/SUV of GMC.
That way you'd have 4 healthy sales channels.
Chevy - Volume
Pontiac/Buick/GMC/Hummer - People who don't want a Chevy
Opel/Saab - European Imports
Cadillac - Luxury
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This plan could work and does address problems GM has with Saturn and SAAB in the U.S. market, putting them together is
similar to the European market so however GM positions Opel and SAAB models in relation to each other in Europe the same would apply here.
The Aura's disappointing sales and inability to get over the 5.000 unit a month mark is disturbing - it should routinely be over 10,000 units/month by now even with a low dealer count. Other than a lack of a rear seat armrest (which should not keep it from the 10K mark) the Aura is as competitive as any other mid-size offering.
My only reservation is that building the Opel brand in the U.S. will cost money I am not sure GM has, on the other hand it was going to have to spend money to redefine Saturn anyway. It will cost more to build the Opel brand but GM can save some money not "Saturnizing" Opels (not that this savings will huge, but every dollar helps.)
GM can use the "Opel by Saturn" line (yes it is a bit cheesy) to temper loyal Saturn fans opposition and would still have the option of using the Saturn name for a "new GEO" line of small cars at Chevy dealers.