Guys, the G8 was the poor man’s BMW. It was not a BMW competitor. It was the BMW for those who couldn’t afford one.
BMW, MB, Audi, Infiniti are in the same class of luxury vehicles. They make performance-oriented luxury. Lexus and Lincoln make comfortable luxury. There are tons of research by the likes of Wards, KBB, and private research firms that support this through and through.
Proposing Pontiac try and compete with BMW is like proposing that Dodge compete with BMW. You’re talking about two utterly different buyers, tastes, demographics, values, and customer profiles.
If we’re going to talk about Pontiac’s return, let’s talk realistically. No BMW customer is going to even think about looking at a Pontiac. There are a myriad of brand, loyalty, and historic factors at play here that are way beyond GM’s (or any automaker’s or marketer’s) reach. So, Buick is for going after Lexus (comfortable luxury). Cadillac is for going after BMW (performance luxury). Chevy is mainstream. Pontiac is performance for the mainstream.
