Recorded on May 16, 2011
After a slight hiatus, the GM Authority Debate podcast is back! On this episode, Manoli and Alex discuss the Opel GTC hot hatch that may end up coming to American shores wearing the Buick badge. They try to understand whether such a vehicle would fit into the Buick lineup and, as usual, end up discussing GM’s global lineup and branding efforts.
Do you think the GTC should be a Buick in the States? That’s what the comments are for below!
Shownotes:
Comments
GM has 4 marques in the US with 3 dealership channels.
No one else really has that opportunity. (lets just forget Opel here, not gonna happen)
Chevrolet is like Toyota. Full line Economical vehicles. Inexpensive.
They can be sporty (SS, etc.) and also family. But inexpensive.
Cadillac is going to be like BMW and somewhat Mercedes, sporty high end luxury vehicles. Expensive and sporty-not lux cruisers (XTS yet to be seen what it is)
Buick will be the one in the middle as far as price.
Buick (and GMC) have the middle ground as far as price. Think low level Lexus, Acura, Lincoln.
Buick does not need to be only an “old man” cruiser. They can build vehicles in a price sweet spot between Chevrolet and Cadillac. There is plenty of room there.
On the low end compact Cruze at $16k. On the high end compact ATS at ~$30k. Lots of room for a compact at $25k base msrp.
So what kind of vehicles can they sell profitably at that middle ground? First take advantage of worldwide production. Look at Opel products and China Buick products. Offer Buick muscular styling with strong powertrains. Make sure ride is comfortable yet modern sporty. No Acura teeth banging ride. But no old barge ride like the ES has. Something in between.
And there is room for sporty offerings like a Regal OPC. Buick has done it in the past. These type of vehicles bring in all kinds of people into the showroom. Look what the Grand National and GNX did many years ago.
Yes! I would love to see Buick get the Opel GTC Hatchback! It’s a great looking compact and since Chevrolet will already have the Sonic available this fall, Buick needs a hatchback of their own.