Having wandered with GM through the deserts of poor perceived quality, Bob “The Lizard King” Lutz has broken on through to the other side… of the perception gap. No longer will GM be accused of skimping on quality. No longer will GM struggle to realize its upmarket ambitions. Whence this mystical power? Lutz shares the keys to the the doors of perception with Automotive News [sub]:
Nothing adds perceived value to a car faster than that chrome surround around the side glass because it is a hallmark of German and Japanese luxury products. If you skimp on $50 of chrome, you are reducing the customer’s perceived value of the car by $500 of $600.
Like, wow. Where do these ideas come from?
Though Lutz was talking specifically about the next-generation Malibu, the brilliance of chrome window surrounds is that they can make every GM product upscale!
Lutz said all of GM’s future cars will have a chrome strip surrounding the side window glass. The lone exception is the 2011 Chevrolet Cruze. It was too late in the product plan to make the change.
Fantastic. More chrome makes everything look upscale, so why not put it on everything? Why hasn’t anyone thought of this before? Oh wait, Lincoln and Mercury are on the phone and they want their shallow, transparent ploy back.