GMI Rumor: Aura To Get A Revised Interior?

[nsap]

Originally Posted by boblutzfan

We've been told that over and over - but I don't believe it. The theta CUV was given nav at its MCE and it is a decidedly lower tech lower volume platform than EPI. GM knows they have to have NAV in the SUV/CUV/Truck arena so all their entries offer it. They hide behind excuses on their sedans because they just don't take this segment seriously. Given the importance and sheer volume of the Aura/Malibu/G6 - hiding behind a wiring harness or wiring architecture is inexcusable.

The Aura should have had Navigation available at introduction - but GM dropped the ball here. If this sketch is accurate - they are adding some kind of display. If it has navigation then it proves my theory that EPI could have had it all along. If not - then it is money wasted as it will be viewed as a lipstick on a pig. For the Aura to be taken seriously against the Passat and Accord - it needs to have factory navigation if only as an option.

Quite over-dramatic for an option that is found on 1-2% of all midsize sedans. The people that have informed us of the wiring harness do not work for GM, so why would they care?

Does it need navigation? Yes. Will it be a "pig" without it? Hell no.

[boblutzfan]

Originally Posted by nsap

Quite over-dramatic for an option that is found on 1-2% of all midsize sedans. The people that have informed us of the wiring harness do not work for GM, so why would they care?

Does it need navigation? Yes. Will it be a "pig" without it? Hell no.

I hardly believe the 1-2% take rate...but anyway. The point is that it is AVAILABLE on nearly every midsize sedan with the exception of GM and a few other also rans. GM choses not to offer it on their #1 selling sedan - the Impala. Even if you are right that it is a 2% take rate then lets say only 8,000 Impala owners would have taken the option...well that is still tons of money left on the table as most Nav options run between $1,500 and $2,000.

As far as the Aura being a big. It is selling worse than the L-Series. The lack of nav isn't the only thing holding it back - but it sure as hell isn't helping.

[camaro_freak]

Originally Posted by likearock00

Ok, this is great. My only question- WTF was GM thinking when they first made this car? Come on, 2 years into it and they're just realizing the things that should've been in there from the get go?

at least they are fixing the car quickly and not letting it languish on the lots for years before they get around to fixing it.

BRAVO to GM for staying up with the car, now do this with all the others!

[nsap]

Originally Posted by boblutzfan

I hardly believe the 1-2% take rate...but anyway. The point is that it is AVAILABLE on nearly every midsize sedan with the exception of GM and a few other also rans. GM choses not to offer it on their #1 selling sedan - the Impala. Even if you are right that it is a 2% take rate then lets say only 8,000 Impala owners would have taken the option...well that is still tons of money left on the table as most Nav options run between $1,500 and $2,000.

As far as the Aura being a big. It is selling worse than the L-Series. The lack of nav isn't the only thing holding it back - but it sure as hell isn't helping.

Why the Impala doesn't have nav is beyond me. It's wired for it, well, the Grand Prix is anyway. So I assume it is as well.

What makes up the vast majority of midsize sedan sales? FOUR-CYLINDERS. The L-Series had it, and so does every other high-volume midsizer. That is (or was) the Aura's main problem sales-wise.

[boblutzfan]

[quote=nsap]Quite over-dramatic for an option that is found on 1-2% of all midsize sedans. The people that have informed us of the wiring harness do not work for GM, so why would they care?QUOTE]

1-2% take rate on midsize sedans....yeah why should GM care about that? Let's see - GM has what midsize sedans on the market?

EPI
Pontiac G6
Chevy Malibu
Saturn Aura

Buick LaCrosse (the competition for this has a much higher take rate than 1-2%. I don't think I have ever seen a Lexus ES without navigation.
Chevy Impala - again the competition is the Accord/Camry/Avalon - lots of these have navigations...I suspect it is higher than 1-2% on the Avalon alone.
Pontiac GP - the car is a rental special so who cares...

All total GM sells about one million of these cars a year combined...at 1% take rate to be conservative that would be 10,000 navigation units (of which they have an off the shelf system that would fit right into the slot in the dash) so just the wiring needs to be paid for...so at an average transaction price of $1,500 per optional unit on the option list - that would be $15,000,000 in gross revenue per year...times the average five year run of a car...that gets GM an additional $75 million in gross revenue.

If they can't take that money and find a way to finance a new wiring architecture then they are as incompetent as the average Honda/Toyota fan thinks they are.

I would argue that they just don't believe in the midsize segment...they ran the numbers and applied the math above to the SUV/CUV/Truck/luxury car segment because those are the only segments that GM has really cared about over the last 20 years.

So if you think the tens of millions and potential customers that GM is alienating is being over dramatic then that is your opinion. But I think the problem is when people focus on the low take rate and miss the larger opportunity lost. It is like missing the forest for the 1-2% of the trees....

[steve333]

GM had batter also be working on making the Cobalt replacement world class. Im actually considering the Elantra to replace my Cobalt. Never thought that would ever happen.

[gmhashope]

That is an Aura interior and it does look a lot like the current one, but why update it for one year when a replacement is coming in MY'10. They should do something better like a wheel choice for the XR.

[boblutzfan]

Originally Posted by nsap

Why the Impala doesn't have nav is beyond me. It's wired for it, well, the Grand Prix is anyway. So I assume it is as well.

What makes up the vast majority of midsize sedan sales? FOUR-CYLINDERS. The L-Series had it, and so does every other high-volume midsizer. That is (or was) the Aura's main problem sales-wise.

The G6 and Malibu have four cylinders and they never posed a serious threat to the segment leaders. The Aura like the other GM midsizers before it weren't missing out because of powertrains. It was due to the total package. The missing four cylinder may have contributed - but it was the styling, lack of features (like a fold down center armrest - WTF? why the EPI doesn't have this is beyond me - just like the nav issue) and lack of a quality interior as well as total refinement.

And before you or anyone else says they opted not to have a fold down center armrest due to the fold down rear seat...my Mazda6S has a split fold down rear seat with a fold down center armrest....so it can be done if you set your mind to it.

And to you point...the Impala sells well - despite its mediocre powertrain - so the lack of a four cylinder doesn't cut it for me with the Aura. The Aura lacks the refinement that the segment leaders has.

The CTS is proof that GM can and will build a world class car when they WANT to. The rest of their line up pretty much tells it how it is...they only do it because they have to. The CTS is built like they want it.

[boblutzfan]

Originally Posted by steve333

GM had batter also be working on making the Cobalt replacement world class. Im actually considering the Elantra to replace my Cobalt. Never thought that would ever happen.

GM has yet to prove it is serious about the compact segment. The coming Astra is in such low volumes as not to really count.

Hell - the Mazda3 and Civic have navigation systems and better overall details and refinement than the top line Cobalt. GM doesn't really care about compact and midsize sedans. If they did - they would design and build them the way they did the Lambda, GMT-900, CTS and Corvette - to be tops in their segment.

[nsap]

Originally Posted by boblutzfan

1-2% take rate on midsize sedans....yeah why should GM care about that? Let's see - GM has what midsize sedans on the market?

EPI
Pontiac G6
Chevy Malibu
Saturn Aura

Buick LaCrosse (the competition for this has a much higher take rate than 1-2%. I don't think I have ever seen a Lexus ES without navigation.
Chevy Impala - again the competition is the Accord/Camry/Avalon - lots of these have navigations...I suspect it is higher than 1-2% on the Avalon alone.
Pontiac GP - the car is a rental special so who cares...

All total GM sells about one million of these cars a year combined...at 1% take rate to be conservative that would be 10,000 navigation units (of which they have an off the shelf system that would fit right into the slot in the dash) so just the wiring needs to be paid for...so at an average transaction price of $1,500 per optional unit on the option list - that would be $15,000,000 in gross revenue per year...times the average five year run of a car...that gets GM an additional $75 million in gross revenue.

If they can't take that money and find a way to finance a new wiring architecture then they are as incompetent as the average Honda/Toyota fan thinks they are.

I would argue that they just don't believe in the midsize segment...they ran the numbers and applied the math above to the SUV/CUV/Truck/luxury car segment because those are the only segments that GM has really cared about over the last 20 years.

So if you think the tens of millions and potential customers that GM is alienating is being over dramatic then that is your opinion. But I think the problem is when people focus on the low take rate and miss the larger opportunity lost. It is like missing the forest for the 1-2% of the trees....

I have inquired about a Vue XR with navigation from FIVE Saturn dealerships in the last week. Not a one of them had one in stock. When asked why, they would respond, "they don't sell very quick" or "we don't have many people inquire about it." If I wanted an Outlook with navigation, I could have bought one at any of the five dealerships. This over a HUGE region, not just a certain geographical area.

Navigation is simply not an option that is widly wanted in the $20,000-$30,000 market yet. YET. I'm sure it will be. Your numbers look good on paper, but I highly doubt they would even move 10,000 a year. I couldn't ever find a Mazda6 with navi when I was looking last year, I would have had to order one.

Revenue is nice, but would they make enough profit off of 5,000-10,000 navi units a year to rewire the Aura, Malibu, and G6? Doubt it. Not when the whole platform is on its way out.

[EldoFan]

Originally Posted by boblutzfan

The CTS is proof that GM can and will build a world class car when they WANT to. The rest of their line up pretty much tells it how it is...they only do it because they have to. The CTS is built like they want it.

I unfortunatly agree.......

[nsap]

Originally Posted by boblutzfan

The G6 and Malibu have four cylinders and they never posed a serious threat to the segment leaders. The Aura like the other GM midsizers before it weren't missing out because of powertrains. It was due to the total package. The missing four cylinder may have contributed - but it was the styling, lack of features (like a fold down center armrest - WTF? why the EPI doesn't have this is beyond me - just like the nav issue) and lack of a quality interior as well as total refinement.

And before you or anyone else says they opted not to have a fold down center armrest due to the fold down rear seat...my Mazda6S has a split fold down rear seat with a fold down center armrest....so it can be done if you set your mind to it.

And to you point...the Impala sells well - despite its mediocre powertrain - so the lack of a four cylinder doesn't cut it for me with the Aura. The Aura lacks the refinement that the segment leaders has.

The CTS is proof that GM can and will build a world class car when they WANT to. The rest of their line up pretty much tells it how it is...they only do it because they have to. The CTS is built like they want it.

My question...

Have you even ever driven an Aura? It is VERY refined and holds it's own with the class-leaders rather well, particularly when it comes to handling and interior quality.

Originally Posted by boblutzfan

GM has yet to prove it is serious about the compact segment. The coming Astra is in such low volumes as not to really count.

Hell - the Mazda3 and Civic have navigation systems and better overall details and refinement than the top line Cobalt. GM doesn't really care about compact and midsize sedans. If they did - they would design and build them the way they did the Lambda, GMT-900, CTS and Corvette - to be tops in their segment.

Their compacts suck, we know that.

$$$$ is what it is about. They Lambda's, GMT-900's, and luxury vehicles make some nice profits, the midsizers and compacts don't (well, didn't, but now they do). When the company has lost $12 Billion in the last two years, its no surprise they are focused on the big profit generators first.

[Hoosier Red]

I've sat in the interior of the Aura and I just can't shake the feeling that it's just not quite there. Honestly, the fake stitching on the armrests made me vomit just a little bit in the back of my throat. It feels like a 90 which is an A- I suppose and pretty good, but I just wanted a little more. A little more damping with the controls. Real (or no) stitching on the armrests. I suppose part of it is that Saturn is not a premium brand, but honestly, the styling of the vehicles looks premium so ironically you want to expect a little more. The old Saturn - I expected bargain bin plastic. I drive an 06 VUE and honestly I think it's not too bad for that price point. Haven't handled the new VUE, but I've heard it's pretty good.

[KIDDIESEL79]

Yeah I see Astra cues too which is a good thing. I like the Euro style of the Astra but with better colors to choose from it should help the Aura age well before the release of the EPII.

[boblutzfan]

Originally Posted by Hoosier Red

I've sat in the interior of the Aura and I just can't shake the feeling that it's just not quite there. Honestly, the fake stitching on the armrests made me vomit just a little bit in the back of my throat. It feels like a 90 which is an A- I suppose and pretty good, but I just wanted a little more. A little more damping with the controls. Real (or no) stitching on the armrests.

EXACTLY!! If GM is to win back those that left in the 70's, 80's, 90's, and today - they need cars that score 100% on the test and ace the extra points. That is the only way they stand a chance in this midsize segment. And the navigation option is part of that test. Saying "we got an A...not to bad" isn't going to cut it. GM needs to be the best at everything...that includes having navigation, fold down center rear armrest with the split fold seat option, six speeds with every FWD sedan engine and finding ways to wow the customer with new class leading innovation. The 1-2% that demand navigation aren't going to listen the argument that "the wiring architecture doesn't support it....but come back for EPII in two-three years."

The will go to the competition probably never to return.