GM: We Will Badge Engineer to the Bitter End!

by Robert Farago

Published: April 9th, 2009

gm we will badge engineer to the bitter end

At the New York Auto Show, Susan Docherty, GM’s North America vice president for Buick-Pontiac-GMC, attempted to defend GM’s portfolio (she should have a word with Sisyphus on that task). The Detroit Free Press reports that Docherty put GM’s brand strategy (or lack thereof) into perspective during the intro for the hideous GMC Terrain (which, absent bankruptcy, would bring GM’s five-passenger SUV total to . . . in all this excitement, I’ve kinda lost track). She said Chevy and Cadillac are global brands; and there are US buyers who want something in between mass market and high end. “There are customers out there who are not interested in a volume brand but also don’t want to pay for a luxury product,” she said. Yes way. “In its marketing-speak, the Equinox ‘blends function and style into a very sporty, yet upscale compact crossover,’ while the Terrain is ‘an appealing choice for existing traditional SUV customers.'” Both of them?

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Vento97 on Apr 10, 2009
Mark45: I admit GM has done their share of badge engineering, and I think they have heard the complaints and are trying to do something about it. By using all new sheet metal they are making it more of a different vehicle which I consider platform sharing. All I here is what their doing wrong, what about what they are doing right. I don’t see Honda or Toyota with direct injection engines in their vehicles. The Cobalt beats Civic and Corolla in hwy mileage. The Malibu beats Camry and Accord in hwy mileage. The new Equinox beats Rav4 and CRV in hwy mileage. Regarding the above statement, I think AKM has the most effective rebuttal: AKM : It’s exactly the kind of attitude and language that works in bureaucratic institutions led by MBAs (and I’m an MBA…)

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Fincar1 on Apr 10, 2009

"Oh lookie its got a big, shiny, vulgar grill. GM designers know what they’re doing - even from a long way off people can tell at a glance this thing is “All American”." What else is new? Right after WWII some people were referring to the toothy Cadillac and Chrysler grilles as "dollar grins."

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Accs on Apr 10, 2009

MARK45: As you may have guessed.. The current introduction of direct-injected vehicles into the motor lineup at GM.. doesnt tell me they are the forefront of anything. It only says... after 25-or-so years of building gutless motors being stuck in vehicles not worth a shit after 5yrs... maybe better fuel economy might improve sales.. But I hate to tell ya.. no matter how much makeup ya stick on a pig.. Its still a pig. Now with that said.. The Tahoe / Yukon / Escalade has plenty of compeition against the Lambdas and the coming Equinox-come-Terrain. The same buyer.. could choose either one. Like going to Mcds and getting LARGE, KING size or DOUBLE ROLLS. Each could seat 5, and if optioned of added on to as the TB was.. could have an ext version... SO.. they are in direct competition.

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Mark45 on Apr 10, 2009
Accords : The current introduction of direct-injected vehicles into the motor lineup at GM.. doesnt tell me they are the forefront of anything. Everybody has put GM down because they are still using pushrod engines saying they need to use more advanced technology, even though they have great torque and get good mileage. Now GM uses more advanced technology than Honda and Toyota and they say ho-hum. Now with that said.. The Tahoe / Yukon / Escalade has plenty of compeition against the Lambdas and the coming Equinox-come-Terrain. The same buyer.. could choose either one. Like going to Mcds and getting LARGE, KING size or DOUBLE ROLLS. Each could seat 5, and if optioned of added on to as the TB was.. could have an ext version… SO.. they are in direct competition. Using that logic the Toyota Yaris is in direct competition with the Venza, they both are hatchbacks that can seat 5. The buyer could choose either one.

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