GM solution: one integrated premium/midlevel brand
originally posted as a GM Insidenews thread

Imho, in North America, GM needs to really merge their mid-brands, all those between Chevy & Caddy, into a unified "GMconnection" over-Brand (whatever they call it)...
to forge a stronger single-message for a re-invented Sensible-Luxury and just-attainable Premium segment.

The following proposal attempts to save as many nameplates and their heritage as possible.

(one omission: Saab -- I have no idea how to position Saab in North America, in the near future.)
  3 Pontiacs = Rwd sport-ish cars: small-ish medium large-ish [173", 184", 195"ovls]
  AND
  top-performance packages on most cars from:
  3 Saturns = BuickJunior = smaller than Insignia/Invicta* [180", 170", 160"]
  sedan, hatch, & Cuv-let/Vanlet versions
  3 Buicks = 'limo-sedan'/ParkAvenue [200"], Insignia/Invicta* [190"], & Enclave
  +
  the Electra™ = deluxe Volt (slightly plus-sized; more aluminum/composites used)
  &
  #? GMC = bare minimum # of truck-based models [2? 3? sizes] #ToBeDetermined
  Hummer = a single, Über-Jeep model AND a tough-top-trim that complements the lux-top-trim, Denali.

* ._Invicta is listed here but imho not needed... Insignia + a Buick-ized "G8" are better.
     However if GM does bring both, a new opportunity arises:  using the CUTLASS name for the Insignia,
     thereby restoring a valued nameplate as the fulcrum of the new unified mid-level/Premium overBrand.
™_Link to Centurion chop by artandcolour,  included with permission.

by size
main nameplate package  nameplates approx.ovl/drive
trucks/truck-based "H" & Denali lg-med-sml / 2+4wd
ParkAvenue Bonneville & Roadmaster 200" / doesn't matter
Enclave Roadmaster 195-200" / F+Awd
Invicta * Roadmaster?* 195" / F+Awd
"G8" ** Riviera or LeSabre 195" / Rwd
CUTLASS? GrandPrix &  Insignia 190" / F+Awd
Safari Ion-based Cuv (Safari-GXP)? &  Safari"B" 186" / F+Awd
Torana Riviera 184" / Rwd
Electra none whatever/whatever
Ion LeMans &  Ion"B" (or _____?) 180" / F+Awd
Vibe Astra-based Cuv (Vibe-GXP)? & Vibe"B"         175" / F+Awd
Solstice*** Velite &-or Sky   173" / Rwd
Hummer "D"   170-ish"? / 4wd only
Astra Tempest & Astra"B"  170" / F+Awd
(?) Corsa-based Cuv                _____"B" 164" / F(+A?)wd
Corsa (Corsa-GXP)? & Corsa"B"         160" / F(+A?)wd
by "sub-brand"  
ParkAvenue Bonneville &  Roadmaster 200" / doesn't matter
Enclave Roadmaster 195-200" / F+Awd
Invicta * Roadmaster?* 195" / F+Awd
CUTLASS? GrandPrix &  Insignia 190" / F+Awd
Electra none whatever/whatever
"G8" ** Riviera or LeSabre 195" / Rwd
Torana Riviera 184" / Rwd
Solstice*** Velite & or Sky 173" / Rwd
Safari Ion-based Cuv (Safari-GXP)? &  Safari"B" 186" / F+Awd
Ion LeMans &  Ion"B" (or _____?) 180" / F+Awd
Vibe Astra-based Cuv (Vibe-GXP)? &  Vibe"B" 175" / F+Awd
Astra Tempest &  Astra"B" 170" / F+Awd
(?) Corsa-based Cuv    _____"B" 164" / F(+A?)wd
Corsa (Corsa-GXP)? &  Corsa"B" 160" / F(+A?)wd
trucks/truck-based "H" & Denali lg-med-sml / 2+4wd
Hummer "D" 170-ish"? / 4wd only
**   G8 gets a real name
***  Solstice et al = 4 seaters (tho existing 2 seaters can continue as long as profitable)

other explanations:
1. Bonneville and Roadmaster share the same, more-powerful-than-Pk.Ave. engine.
  (all other Pontiac Pkgs -GrandPrix,LeMans,Tempest,& the GXP's- are more powerful;
   unless double Pontiac-Buick Packaging is offered. Also see #7)
2. Pk.Ave and all Roadmasters share the same 'top-luxury' interior & features.
3. Bonneville, Insignia/Invicta, the Riviera(s), Velite, and all the "B" models have virtually the same Standard feature/luxury level.
4. The "G8", GrandPrix, Torana, Solstice(&Sky) are a half-step further 'simplified' in base trim.
5. Then All other Pontiacs and Saturns start at just-below TOP-Chevy trim levels.
6. The "B" badging (which would resemble Bentley's) is used to 'distance' Buick from the smaller (tho luxurious) vehicles; therefore the question of whether a 180" Ion"B" deserves a different name or not...
7. Any former Pontiac name that has Ever been used on a Fwd can Never-Again be used on a Rwd;
& these names will only be used if the 'packaged vehicle' is sufficiently sporty, an optional engine is Not by Itself enough... ...no wagon, van, Cuv, or Suv will ever get a Pontiac name tho 'GXP' may be suffixed when deserved.

the HOW
and some older ramblings - included mainly for background
phase one would be integrating Saturn's dealers into BPGmc
then making sure that new vehicles fit the 333+1 pattern
and of course be the 'best possible'...
ex:
Insignia goes to Buick, so the Aura would be the last Saturn of that size
then the G6 would end as well (but see phase two).
Holden would develop the Torana - which I believe they (will) need as much as Pontiac
(see Caling7's posts HERE for an interesting direction)
'Culling' or re-branding/re-aligning some of the current vehicles
...at least 'give notice' to Toyota that their Vibe will no longer be needed.

phase two
first offering pkgs on each of the 9 cars that
- create the amibiance/qualities of the formerly-individual heritage brands,
largely at the expense of Saturn which will be the smallest and lowest models.
- Pontiac being identified with only Saturn's sportiest versions allows having some Fwd cars w/o stigma
and Buick with only their most luxurious allows having some small cars w/o stigma.
This redresses the (latest) Saturn-experiment mistakes.

second, brings more 'flavor'/distinction/variety to the pkgs
- thus re-creating the center stairsteps of the historic GM within the new overBrand
- giving the sales channel a better chance of keeping the customers who try it, coming back for each improving generation

third, it's a dynamic not static realignment,
where each donor brand contributes beneficial 'tension' to the model matrix
- with time these qualities can merge'n'grow into a modern standard of Premium
- the unified sales goals allow the sub-brands to seek their own level ...tho Pontiac won't have a full lineup,
customers may buy more of their top-performing versions than the base Saturns...

and
with global tie-ins to Opel & Holden, coalesces the formerly unrelated or even antagonistic pieces
into a streamlined new-tier structure
- Cadillac (some Holden)
- GMconnection (BPGmc+Saturn+Opel+Holden)
- Chevrolet (Daewoo & some Opel)

actually "coalesce" (v. to grow together) pretty much sums up my central idea for GM's middle brands.

Buick = ParkAvenue, Epi2(Insignia-Invicta), Enclave + Electra (deluxe Volt)
Saturn = BuickJunior = 3 cars smaller than Epi2: sedan, hatch, Cuv/Van-let versions
Pontiac = top sport/power Pkg on most of the above + 3 Rwd cars: G8(re[u]name[/u]d), Torana, Soltice4seater

No internal duplication

the Pontiac 'sport/power versions' only get a different grille-INSERT & badge
sport PkAve = Bonneville
sport Epi2 = GrandPrix
sport Saturns = Tempest, LeMans...

offer a 'Riviera Pkg' on the "G8" &or Torana
also offer a 'Buick Pkg' for top-lux trim on the Saturns

keep GMC - then gradually trim-down it's offerings to what STILL sells
have a tough "Hummer Pkg" to compliment the top-lux Denali Pkg.
in addition THE Hummer, Über-Jeep

- no rebadges/multiples, One model per niche/size
- unified exterior look
- deluxe interiors by Buick
- sport versions by Pontiac
- efficiency(?) by Saturn
- Hummer - I'd rather see it as a trim pkg on some GM vehicles than see any foreign mfg get it
...sorta like Ford's HarleyDavidson model(s)

Eventually, they wouldn't necesarily have the sub-Brand's name anywhere on the vehicle
(unless it's a trim option)
just "GMconnection", the sub-Brand's logo, & the model's name.

If necessary, as a way to ease into this...
- possibly offer multiple pkgs per model, upto 1 for each label... mainly options, trim, ambience, tuning,
and different grille-fillers = easy-swap for personalization
but nothing would be done to present them as being different cars
(a sport ParkAvenue could = the Bonneville Pkg)
(the turbo version of the Astra could = a Tempest. Redline, no. Red arrowhead, Yes!)
(also a rugged-looking hybrid hatch might = an "H" pkg.)

phase 3 - I don't believe Saab could fit into this ...unless Cadillac wants a little buddy...
Don't se another place for it within GM-NA.
If Ford does sell Volvo, maybe the same company could buy Saab or its name, and they could work out
a unified Swedish Brand...
Otherwise, perhaps a U.S. hiatus could be the best solution?

phase 3+/ongoing - Finally, every model generation should SHRINK an inch or two & pursue weight saving - consistent downsizing in moderate steps, not shocking jumps.
and
consolidating global planning so the palette of platforms can achieve a-near-ideal local "re-mix".



time for a new CUTLASS?


latest FML proposal - Chrysler Conundrum
@
the Mercury files

updated Oct4'08