Back to The Future: Bringing Strengths of the Past to a Future Reality

[ChevroletRevived]

Back to the Future
"Bringing Strengths of the Past to A Future Reality"

A ChevroletRevived Commentary
www.gminsidenews.com
3/28/2006

General Motors, the largest automobile manufacturer in the world. 100 years of heritage. In it's attempt to beat the Japanese automakers at their own game, GM has forgot it's past and the American style and heritage that were so evident many, many years ago. How will GM succeed? By doing what America does best; creating and bringing Back, to our Future, classic American legends.


If you can't beat them...


America, home of the free, land of the brave. And the largest buyers of Japanese cars in the world. Something clearly is wrong. What happened? In the 1950s we were a rich, exuberant and hopeful nation, and that confidence was evident in our vehicles. Conflict, oil crises and terrorism have changed that outlook. America is going toward staid, cookie cutter vehicles manufactured by foreign automakers more and more each year. Why? Detroit is still trying to join them. A yet unrealized fact is that in their past and heritage lies is a successful formula that cannot be emulated and copied by competitors. What is that "magic" formula? The answer to that question lies in the followin; what do the Cadillac brand, Lincoln Navigator, Chrysler 300, Ford Mustang and Camaro concept have in common with one another? Take a moment and think. Here are the answers; 1. They're distinctly American in style, 2. Powered (mostly) by large V8 Engines, 3. They're all RWD and 4. Each one is a solid hit. Coincidence? I think not. This formula for success needs to be emulated and spread across the ranks of GM. If we are to survive, we can't simply join them, we need to beat them; at our own game.



Bringing Style and Brand Recognition back into the Mix


The success of Chrysler's HEMI engine lineup doesn't come as a shock to me. Americans like power and status, and in that area, the retro HEMI name strikes a chord. GM, however has a whole pantheon of engine names with incredible recognition and brand equity. Small block, 327, 350, 396; every car guy knows exactly what you're talking about with the mention of any of these names. Oddly enough, GM doesn't. GM has forgotten the glory days, where their future success lies. Here is an example. The current Malibu and Impala are excellent vehicles. But in the effort to beat the Japanese at their game, they have lost their heritage; the very thing that can make them standout and be successful. Park a modern example of each nameplate side by side with a classic example of each model, and no resemblance and stylistic connection is to be found. GM seems to be finally getting with the program, and rumors have it that the next Impala is going to be retro themed and styled to resemble the '66 model. Excitement has been swirling, as it's rumored to be based on a revived Zeta platform, which revives the hope of a retro, RWD Impala. A retro styled sedan is just the kind of car GM needs. It seems as if Retro Styling, RWD and Big V-8's are the ingredients of success and the American comeback.



Brand Positioning


With this new revelation taking hold, the brand that this needs to be applied to most is Chevrolet. Chevrolet should be a brand that's distinctly American and unlike any other cars out there today. Other GM brands though, need to take a different tack. Cadillac, Buick and Pontiac need the application of this revolution also, but in a whole different way. Chevrolet is going to be unlike other brands available. Distinct in American style and in a class of it's own. Buick, Cadillac and Pontiac, however need to compete head to head with foreign automakers, Not in an all out retro manner, but with an alternative with a dose of American stylistic difference. Take the Enclave for instance; it's distinctly American and Buick in style, yet it resembles and competes head to head with competitors such as the Lexus RX330. Heritage needs to be displayed, and the connection to the past needs to be there, but not nearly as pure the Chevrolet brand.



The application of these ideals will help to increase GM's market share and sales throughout the whole company. The positive image and buzz of a brand like Chevrolet becoming what it once was will spread across the ranks of GM like wildfire. In doing this, it will help GM to stake it's claim and defend it's turf. American style needs to be spread across Chevrolet, Buick, Pontiac, and Cadillac. It only can go so far though. 2 brands in GM's portfolio, Saab and Saturn, need to not only be removed from this phenomenon, but turn in the opposite direction. Saturn and Saab have a positive image, and GM needs to use this as an outlet for it's competitive global products. Like it or not, Saturn and Saab are going European. Competing with VW with Opel cars badged as Saturns is an important part of the GM plan.

[LAMRONH]

Good observation. IMO General Van Winkle has not only been asleep for 20 years, he has lost much of the self confidence he used to have. Perhaps some of that was arrogance, but I think that ebbs more slowly than confidence. I have wondered why the current crop of V8s don't carry the checkered tag fender flags from the 1960s and 70s. GM builds engines within a few cubes of 265, 283, 327, and 427 that they could tag them as such. Hemi has heritage, but there is no engine family in history with more heritage or following than the 265, 283, and the 327. A 327 (OK, 325) currently empowers the Impala SS.
Instead GMmismanagement puts the doofus little GM chicklets on every car. Like this makes the slightest particle of a difference to ANYONE? Other than perhaps the exec who ran over the goal line with it. That apparently is what passes for leadership at today's GM.
Absurd and pathetic choices like this--chicklets or 327 tags?--tell me GM's so-called management is either not serious about a comeback, or as currently constituted is incapable of it.

[mgescuro]

That was a massive oversimplification of GM and its place in the marketplace.

Retro is a fad... GM shouldn't placate consumers with cars that are pure retro. Retro being used for style (HHR, SSR, Cooper, Beetle) ... not for the sheer fact of being retro (ie - Challenger) are better ideas. Or using retro cues (ie - Cadillac) is even better.

Playing to heritage is great, but you will alienate a lot of the younger buyers who really don't give a rats ass about heritage. They want a decent, reliable car. One that is stylish, attractive, high quality, and exudes quality.

There is no real solution here, other than GM needing to improve its cars' perception in the marketplace. Perception is what will save GM. This includes getting rid of ALL 4spd autos, killing all OHV engines that's not found in a truck or Vette. Instead of saying "we make fuel efficient cars too," BUILD ONE!!!! Where are GM's cars that go 45+ mpg??? Nonexistent. Simply adding the GM logo to 90% of all cars isn't gonna do squat. THe brand isn't "GM." THe brand is Chevy, Cadillac, etc. Whoever thought of that attrocious idea needs to go back and take an MBA refresher course.

[gmlifer]

Pure Retro may be a fad but the approach taken with the Camaro concept is pure genious. I have wondered for years why GM tries to be an American version of Honda or Toyota and forgets who took them to the dance. GM has such a rich heritage of great designs but for too many years they have acted like they never made those cars. It is a gold mine and if done correctly "Camaro concept" will pay off big.As for the younger buyers, when I first saw the Camaro concept the first thought I had was
Wow! '69 Camaro only better. My son knows very little about the 69 Camaro but thought it was the coolest car he had ever seen, which proves to me that great design cues are timeless when done correctly.

[redfox]

GM needs to bring back the chevelle sized between the camaro and the new impala thats coming later. It needs to be modern with a hint of the 1970 chevelle the most popular of all chevelles would be a winner and it would bring back one of the great names of the past. Chevrolet needs to bring back the old car names and quit changing them all the time.

[CarShark]

Originally Posted by mgescuro

That was a massive oversimplification of GM and its place in the marketplace.

Retro is a fad... GM shouldn't placate consumers with cars that are pure retro. Retro being used for style (HHR, SSR, Cooper, Beetle) ... not for the sheer fact of being retro (ie - Challenger) are better ideas. Or using retro cues (ie - Cadillac) is even better.

Playing to heritage is great, but you will alienate a lot of the younger buyers who really don't give a rats ass about heritage. They want a decent, reliable car. One that is stylish, attractive, high quality, and exudes quality.

There is no real solution here, other than GM needing to improve its cars' perception in the marketplace. Perception is what will save GM. This includes getting rid of ALL 4spd autos, killing all OHV engines that's not found in a truck or Vette. Instead of saying "we make fuel efficient cars too," BUILD ONE!!!! Where are GM's cars that go 45+ mpg??? Nonexistent. Simply adding the GM logo to 90% of all cars isn't gonna do squat. THe brand isn't "GM." THe brand is Chevy, Cadillac, etc. Whoever thought of that attrocious idea needs to go back and take an MBA refresher course.

I fully agree with you. Chrysler is a good example of this. Yes, they have the 300C, but the Charger isn't doing that well and the Magnum is a fleet queen. RWD and good design is nice, but at the end of the day they aren't going to persuade enough people to trade in their Camrys for a domestic, especially if the execution is as poor as the LXs. It's this hit-and-miss-and-miss-and-miss-and-miss-and-hit again philosophy of the domestics that drives me batty. They all keep looking for the quick fix. The easy answer. The...(shudder)...home run. And you guys don't help at all. I can't rememer the number of times where everyone's been yelling "Camaro!" and I'm one of two yelling "Malibu!"

You guys seem to think that you're the only ones that matter, and that the rear-drive Zeta platform and V-8 engines are GM's ticket to prosperity. Meanwhile, the Aveo and Cobalt sit there 5 mpg down to their competition and...no one cares. Random cars are going without navigation systems and you tell people to buy a map. You call anyone who cares about interior plastics a "dashboard humper". You guys are just as out of touch as you claim GM is.

[steverino]

Originally Posted by redfox

GM needs to bring back the chevelle sized between the camaro and the new impala thats coming later. It needs to be modern with a hint of the 1970 chevelle the most popular of all chevelles would be a winner and it would bring back one of the great names of the past. Chevrolet needs to bring back the old car names and quit changing them all the time.

Good idea, loved that '70 Chevelle

[sf59er]

I've heard a lot about American style/design/heritage/whatever lately. My question is: what defines American style? I can look at old cars and know which is American, Asian, or European, because I grew up with them and I know. As modern cars have become more aerodynamic and streamlined, design uniquity has gotten a little muddier, not to mention design borrowing. So, what elements define an American automobile? Round headlights? I realize the interior and drivetrain are part of the equation, but I'm strictly speaking about exterior design. Also, it helps if you define what particular kind of car(family sedan, sports coupe, wagon) you talking about, since that may clarify the significance or singularity of said design element.

[uboys]

Originally Posted by redfox

GM needs to bring back the chevelle sized between the camaro and the new impala thats coming later. It needs to be modern with a hint of the 1970 chevelle the most popular of all chevelles would be a winner and it would bring back one of the great names of the past. Chevrolet needs to bring back the old car names and quit changing them all the time.

Really?

Really?

Who will buy this car? What will it compete against?

I fear that some peopel are pushing Gm back toward an ever-increasing array of undefined models, each with a low development budget.
GM should be reducing models, not increasing them.

[uboys]

Originally Posted by sf59er

I've heard a lot about American style/design/heritage/whatever lately. My question is: what defines American style? I can look at old cars and know which is American, Asian, or European, because I grew up with them and I know. As modern cars have become more aerodynamic and streamlined, design uniquity has gotten a little muddier, not to mention design borrowing. So, what elements define an American automobile? Round headlights? I realize the interior and drivetrain are part of the equation, but I'm strictly speaking about exterior design. Also, it helps if you define what particular kind of car(family sedan, sports coupe, wagon) you talking about, since that may clarify the significance or singularity of said design element.

American style is bold and sexy. They are not afraid to use character lines and to play with the eyes of the car (headlights) to achieve a nice effect.
Then in the 80s they took a dive south and the character went away, leaving American style to be what you night call, well, odd.
Let us hope they can change once more.

[Randiglio]

[

I fear that some peopel are pushing Gm back toward an ever-increasing array of undefined models, each with a low development budget.
GM should be reducing models, not increasing them.[/quote]


Amen to that, narrow, define and focus each GM brand.