If you’re under the impression that followers of the Pontiac brand would never again buy a General Motors vehicle after the brand was shut down back in 2009, you’re wrong. In a study conducted by RL Polk & Co., 53.3 percent of the 57,641 Pontiac owners looking for a new car in 2010 chose to stay with the General Motors family of vehicles, with 33.5 percent of all Pontiac customers having chosen Chevrolet as their next brand.
While Chevy seemed to hit home for most former Pontiac owners, GMC (11.7 percent), Buick (6.7 percent), and Cadillac (1.5 percent) managed to collect a few numbers as well. Toyota and Honda were the biggest brands outside of GM that scored Pontiac owners, netting 7.7 and 7.5 percent, respectively, of the 57,641.
If the findings of this study say anything of The General’s product planning and marketing, it’s this: Buick shouldn’t be trying to win back former Pontiac owners. It should be Chevrolet.
Source: RL Polk & Co.