For fans of my last column, the one where I said Alfa Romeo has the ability to claim BMW's mantle of exclusive European performance, know that I've reconsidered. BMW has a bigger potential U.S. competitor than Alfa looming on the horizon. BMW needs to realize the serious threat that's coming soon from Pontiac. Yes, that's right: Pontiac.
Pontiac's in metamorphosis, going from a muddled brand position back to what it was in its heyday, when John DeLorean gave enthusiasts a real reason to pick Pontiac over a Chevy, Dodge, Buick, or Plymouth. "Pontiac Excitement" is coming back! It's almost time to "Get in your Pontiac and Ride" once again! The "We Build Excitement" brand is back, baby!
http://www.motivemag.com/pub/feature...ac_brand.shtml
