Holden is a joint venture which is partially ownd by GM.If the Commodore is so important to GM in the US, why sell it as a Pontiac? The only objection posted here is selling the car as a Pontiac. Sell it as a Holden and there is no controversy.
This car is supposed to hit our shores in February 2007. Between now and then, there is barely enough time to load the cars on the ships, let alone revise the engineering and styling. The faux Pontiac grill and left-hand drive are as much Pontiac as we can hope for.
Um-m-m, no. The Sun rises in the East every morning without the Holden Commodore in the US. This is not a need but a desire on the part of Holden management and Bob Lutz to find a market for the Commodore.Those supporting of this move are standing up a lot of straw men.
In the average US-built car, there are only $2000-$3000 in labor and raw materials. Cars are transported uninsured because the insurance is more expensive than the cars. But accepting for the sake of argument that the root of all American automaker problems is the hourly worker, this is not what the Holden move is all about. It is about automotive engineering. Holden has a new state-of-the-art engineering center in Austrailia and it needs work. This move is aimed, not at the heart of US hourly workers, but at the heart of salaried US automotive engineers.
But, economic issues are secondary to the emotional ones. You cannot sell a good product or even a great product when its potential customers are turned-off by peripheral issues. Coca Cola learned that lesson in the mid-1980s when it introduced "New Coke." It spent $1 millions developing the new formula for its flagship soda. The new formula beat the old in all blind taste tastes. And Coca Cola--new or old--is just sugar water, so what difference did it make? Well, it made a huge difference. When the new formula went on sale, the reaction was negative and it was loud. The buying public rejected New Coke everywhere [except Detroit]. Coca Cola was forced to restore the old formula as Coca Cola Classic.
Now, what does this have to do with GM? GM has a different relationship with its customers than do the other auto manufacturers. We tend to focus more on individual brands than the corporation as a whole. We will move up from Chevy to Buick or Pontiac to Cadillac. Even though GMC trucks were virtually identical to Chevy trucks, buyers thought that GMC was better and more expensive. There are many GM buyers who stick with one brand for their entire lives.
Bob Lutz built his professional career at Chrysler, not GM. He does not understand this emotional relationship. At Chrysler, you can sell the same model--the Neon--at both Dodge and Chrysler-Plymouth dealers. You can sell American and Japanese cars under the same model name--Dodge Avenger/Chrysler Sebring [American (4 dr)/Japanese (2 dr)]. You can do these things at Chrysler because nobody cares.
Not so GM. Just as an example: When GM shifted the Oldsmobile Bravada to Buick to become the Buick Ranier, it did not just rip off the Oldsmobile rocket oval and slap on the Buick tri-shield. GM extensively re-engineered the car to convert it into a Buick.
There may be some here who object to this move out of stupidity. However, most of us want GM to put as much care into the Pontiac's Grand Prix/Bonneville replacement as it put into the Buick Ranier.