And here we have GM's troubles condensed into a single sentence.
That's incorrect. It's the exact opposite for a few reasons:
1) I stated it under the condition that Buick wouldn't continue to exist in the US
2) The refreshened STS/SLS would be more expensive than anything offered by Buick
3) I didn't say I'd consider a Chevrolet, Pontiac, or Saturn "over" a Buick.
4) As a continuation of #3, GM's brand structure is supposed to encourage owners to eventually trade up to a higher brand. The SLS would be the first Cadillac that might actually accomplish that task.
If anything is wrong with GM, it's #4. That concept just doesn't exist between most of GM's brands.
- Why would a Malibu owner want to "trade up" for a G6 or Aura?
- Why would a Solstice owner trade up for a Sky?
- Why would an Astra/Aura owner buy a LaCrosse?
- Why would a Lucerne owner buy a 9-5, CTS, or DTS?
The only existing "trade-up" appeal is between Chevrolet & Cadillac.
There could be trade-up appeal for Saturn/Opel & Saab.
Buick-Pontiac-GMC actually cover a price scale that shouldn't matter as long as the buyer returns to one of the three in-store brands.
But, getting back to "brand-tiering" -
B-P-G brands need to have products that encourage Chevrolet owners to "move-up." I think the new LaCrosse is a vehicle that a current Malibu owner would consider as a "step up." The Enclave will certainly remain a step up from the Traverse.
The SLS would give a reason for a Park Avenue or Lucerne owner to trade-in. It has the luxurious "personal limousine" feel that coddles the owner & passengers while remaining some-what anonymous… much more so than the ostentatiously reskinned Lucerne called DTS.