From reading what I have so far, GM is interested in a more "sophisticated" approach with Pontiac. Chevrolet will have the volume RWD sedan + pony car.
I get the feeling that GM will be pushing all three brands (Buick, Pontiac, & GMC) as premium brands before the decade is out. It makes sense.
- Chevrolet & Chevrolet Trucks will be volume.
- Saturn & SAAB will be GM Europe but in the US.
- Buick, Pontiac, GMC become distinct premium brands under one rooftop.
- Cadillac & HUMMER remain luxury/Ultra luxury divisions.
The remaining puzzle pieces were Buick & Pontiac. I don't foresee overlap problems with Pontiac going RWD & Buick going Chinese/Holden Luxury. The next LaCrosse with be GM’s own MKZ on Epsilon II. The Enclave & ‘Royaum replacement’ will round out Buick’s luxury portfolio. I still wish GM would give Buick the next-gen Theta and call it Rendezvous. None of those will compete with proposed RWD Pontiacs or other GM offerings. Honestly, even with all the luxury in Chinese Buicks, Buick & Cadillac are completely different creatures in the same luxury arena.
Product isn't the only problem here though... A unified message and a convincing dealership/ownership experience are also key to convincing the public that Buick, Pontiac, & GMC are all three premium brands. It looks like the product is coming, but unfortunately, BPG dealers are the weakest link here.
GM needs to:
- Continue consolidating BPG under one rooftop
- Increase GMC & Pontiac warranties to match Buick's
- Promote all three as premium brands
If GM needs help understanding how to successfully manage multiple brands under one rooftop then research Lincoln-Mercury. I'm not referring to L-M's marketing... just how the L-M dealerships manage a "unified/premium ownership experience" regardless of brand. A Milan buyer/owner is treated as well as a Navigator buyer/owner.
Depending on BPG dealer... you'll pay Buick/Denali prices and get treated like a Sunfire owner. Yippy! $40k-$50k well spent on an ownership experience! Perhaps GM should consider creating a "premium ownership experience" package and expand the "Professional Grade" title to include this... Market it and use it for all three: Buick, Pontiac, & GMC.