Lutz: Brands Are Back on Track
"We are undoing the mess we had in the 1980s when every brand had everything, they all looked the same and they were all priced the same." So says GM's Product Jeffe Bob Lutz, quoted in The Wall Street Journal. The winner of TTAC's first annual Bob Lutz award went on to say their brands are emerging with their own identity, with "Buick standing for American luxury, Cadillac for total luxury and Pontiac getting back to its quality built roots." So let's run down the GM lineup and see where they stand: Pontiac is selling Cobalts and Holdens. Saturn is selling Opels. Saab is selling TrailBlazers (with the ignition key between the seats). Buick, Saturn, GMC and Chevrolet are all selling the same CUV with overlapping prices. Saturn, Chevy and Pontiac are all selling the same mid-sized car at about the same price. Cadillac is selling squared-off Corvettes and blinged-out Avalanches and Tahoes. Everything GMC sells is duplicated in the Chevy lineup. They're talking about introducing a Chevy-priced "entry level" Cadillac. Yep. Looks to me like GM has a firm grip on their brand identities. Too bad they don't have a firm grip on reality.
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