Saving Pontiac

A few years ago as GM was suffering yet another crisis financially, they killed off the Oldsmobile brand. Sure there was a hue and cry from Oldsmobile fans, but the facts are there wasn’t much to distinguish it from similar offerings from Chevrolet, Pontiac, and Buick. So, Oldsmobile shuffles off to the brand-name graveyard.

So now here we are again. Times are tough, GM has their hands out asking for help from the Federal Government and to show that they’re trying to do something to help themselves, they announce that Pontiac is also now at death’s door. I have no problem with them trying to consolidate. It just makes sense but why Pontiac? Why not Buick instead? What does Buick have that identifies itself as a great brand over Pontiac? Maybe the problem is that each GM brand doesn’t really have its own identity. Maybe the place to really start is right there.

Let’s look at what GM as a company offers and what they could do to revitalize who they are. GMC is trucks and fleet vehicle for heavy duty jobs. Not much to change there. Chevrolet is the value brand. Cadillac is the luxury brand. What’s that leave? Just one thing…sport.

Between Buick and Pontiac, which one epitomizes sport (at least in the past)? Not a trick question and the only real answer is Pontiac. So here’s my idea. Buick is selling reasonably well overseas, keep the brand name there for that. Keep Pontiac here. Re-do the car lines and reduce the number of different engines, transmissions, and other mechanics to save money, but do it right. Sacrifice some diversity in the name of quality. Now, GM hasn’t exactly been knocking at my door, but this is how I would remake the cars.

Keep Pontiac and kill off Buick domestically. Pontiac should be remade into a performance brand. Buick is what people buy if they can’t afford a Cadillac.

GMC-Trucks
Chevy-value brand
Pontiac-performance
Saturn-?
Cadillac-Luxury

There would be some crossover obviously. The Corvette would have to stay in the Chevy line. Some of the trucks would have to remain Chevy as well. Kill off all the SUVs except for a mid and high range Caddy. Kill off that stupid Caddy half-truck/half SUV. Take some of the better parts of Cadillac that has sporty allusions and put it in Pontiac.

Reduce the number of models overall and consolidate as much as you can with parts while still keeping Brand identity. 3 Truck lines between Chevy and GMC. 2 small car lines (one sedan/coupe Chevy, one similar to the XB Pontiac, both using essentially the same mechanics but different sheet metal) used by both Chevy and Pontiac, 2 mid-sized sedans (with one being a cross-over similar to the Ford Flex) for Chevy and Cadillac, 1 mini-van (laid out accordingly for GMC, Chevy, and Cadillac. Same mechanics as one of the mid-sized sedans). A small sports coupe (same mechanics as the small car with an added turbo or supercharger) for Pontiac exclusively. A mid-sized sports coupe Pontiac exclusive (but sharing the same underpinnings as either the mid-sized sedan or possibly the Vette). 2 Large sedans for Cadillac (with one similar for Chevy).

Here’s what we’re left with:

GMC: 2 trucks (mid, large), 1 minivan plus the fleet vehicles that they sell
Chevy: 1 small car (2/4 door), 3 trucks (small, mid, large), 1 mini-van, 2 mid-sedans, 1 crossover, 1 large sedan, Corvette
Pontiac: 1 small car (XB-ish), 1 small sports coupe, 1 mid sports coupe, 1 large sports coupe
Cadillac: sedans (perhaps a sport-y coupe), 1 minivan, 1 cross-over.

We’re down to 4-6 engines (many could be made with different mechanics depended on if you want sport or mileage). Reduce the number of models overall. Partner with Toyota, Nissan, Hyundai, and some of the major Euro-brands to develop the next-gen power-plants. Fuel-cell COULD work if it was simply a matter of changing the cells after a 3to 5 hundred mile range. Package them in such a way as to allow for easy access and replacement. Have them recharged at gas stations and costing around 30-50 dollars for one with a full charge.

If GM is really serious about still being around as an American company, they need to do more than just eliminate brands. They need to (dare I say it?), Think Different.