“Pontiac was great in its heyday, but it is DEAD! Actually GM needs to think about axing GMC and positioning Buick to be the sport-luxury step up from Chevy. Chevrolet, like other competitors, will improve interior quality so you don’t need another redundant brand.”
Not so fast in repositioning Buick. Most of the volume in the luxury market today lies in performance luxury (BMW, Audi, Mercedes-Benz) and soft luxury (Lexus). GM needs to have a soft lux competitor to take on the luxury sales leader of the United States for 9 out of the last 10 years — Lexus. And, as I’ve mentioned before, it will be Caddy that goes after performance luxury brands.
No need to move Buick to a less-profitable area and devalue GM’s luxury proposition.
