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Old 09-01-2008, 05:04 PM   #23 (permalink)
Smoothcat
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Join Date: May 2006
Location: Chattanooga, TN
Drives: 2005 Saturn Ion 3, 2001 Chevrolet S-10
Posts: 248
Re: Rumblings & Rants: Saving money, Cutting brands, and what GM SHOULD do to survive

The only brand I see that should really be expendable is Hummer. While there are plenty of directions the brand COULD be taken, I think the market is just too weak and the money in too short of a supply to continue to support it. As has been said numerous times, anything done by Hummer could be done just as well by Chevy, GMC, or even Cadillac. Plus Hummer's negative image will take years to turn around, if ever.

I've been a Saturn fan for a long time, so it's hard for me to recommend killing the brand. I think going forward, IF (and I know that could be a big if) the brand can be tied even closer to Opel, it can be economical to continue selling it in the US. The sales might not be super, but could they really get worse? Use Saturn as an almost 100% successor to Oldsmobile. Let them collaborate with Saab to work on new technology for both powertrains and whatever else. Don't give them an SUV bigger than the Vue, and for God's sake, bring over the Corsa. Make a hybrid option for every vehicle. Offer a somehow different Volt-related product. Saturn needs to be the "Chevrolet of Green Vehicles" for GM. A little higher price point, but a slightly "better" car with outstanding gas mileage.

Now my other issue is where to sell the Saturn brand? If Saturn is combined with BPG, it instantly brings it to many smaller towns that have never been within driving distance to a Saturn dealer. This alone could influence sales significantly. It would also allow GM to FINALLY push Pontiac as all-RWD. Pontiac would be further marginalized, but would become what so many on GMI want it to be. The sales would suffer but could (theoretically) be made up from the increase in Saturn sales. Long-term it would decrease the overlap in platforms such as Delta and Epsilon, while giving Pontiac a truly focused purpose. Within this "SBPG" dealership, you would have:

*Saturn: Corsa, Astra, Aura, Volt-based vehicle, Vue, and maybe a small people mover (Meriva?)
*Pontiac: G6 (Alpha sedan, coupe to replace Solstice), G8, GTO (G8 coupe)
*Buick: Small sedan, Lacrosse, Enclave (leave RWD to Caddy)
*GMC: Rebadge Chevy trucks as needed, these will become less important

There is little overlap in this lineup, as long as the two Buick cars are true "luxury" and noticeably nicer than the Astra and Aura. Saturn becomes the closest thing to a "volume" brand for the channel.

After Saturn is assimilated into BPG, I would (and I have no idea if this is even possible, it's just my fantasy) transform old Saturn stores into standalone Cadillac/Saab dealerships. I know of cities that have Chevy and Cadillac dealerships combined. That's garbage. Caddy should have the newer, cleaner, nicer Saturn stores at their disposal. They should ONLY be combined with other brands in markets where they already exist with no Saturn dealer. Otherwise, move them in ASAP. The Cadillac dealership experience should be the nicest possible, befitting of what the brand ONCE stood for. As for Saab, it gives Caddy some room to offer a small, FWD alternative for people that want a fun car and a luxury experience but no RWD. And frankly, it just gives Saab an ability to reach markets they have absolutely no presence in at the moment. If they are going to remain in the GM lineup, they at least need to be out there for sell.

Sorry for the length. This is my proposal. It's probably been said before, but regardless it's my idea for success. GM can make it with these 7 brands if they put the effort needed into it. The question is, will they, and will they even have time?
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