Should General Motors Sunset Buick and GMC?

by | Oct 8, 2019 | automotive industry

Streamlining is in order?

I believe General Motors (GM) should go on a diet, a major diet. Even having four brands, this is too many. In case you’re wondering if this is an anti-GM article, it’s not. Growing up, I was a GM fanboy and learned as much as I could about it. I grew up with Chevys, Cadillacs, and Buicks, so I bled General Motors. I think GM should focus on just 2 brands. This wouldn’t be much different from how Toyota and Honda are structured (Toyota is for the mass-market and Lexus is the luxury brand, Honda is the mass-market brand and Acura is the luxury brand).

General Motors, one of the ‘Big Three’ American automakers, has been firmly embedded in automotive history almost from the beginning. Founded in 1908, General Motors bought automakers, Oldsmobile, Buick, Cadillac, Oakland (later Pontiac), and then later, Chevrolet under one umbrella. In the 20s, it innovated ‘planned obsolescence’ by making design changes every year, making it more enticing for consumers to get the ‘latest and greatest before they would otherwise.

Source: Report on the Motor Vehicle Industry, Federal Trade Commission, 1939

What if All Auto Brands were Made in the Same Factory?

How Auto Dealers Might Address the Way Consumers get Around in the Future

GM gets bigger…and then smaller

General Motors also mainstreamed building its cars on similar platforms in each of its brands but selling them with different trims, features, and price points. This worked well and helped GM maintain a large market share throughout much of the mid to late 20th century. This wouldn’t last long. Japanese automakers mounted fierce competition during the 70s and 80s. GM responded with the Saturn brand in 1985. By the 90s, GM had become this huge, unwieldy organization that did business in the areas of financial services, defense aerospace, and computer services.

Data source: Knoema

After selling off much of the non-automotive-related businesses in the late 90s, GM bought Saab and Hummer. It also put some money into Fiat, Subaru, and Suzuki. Things didn’t get better. After a few years of lackluster growth, GM killed off Oldsmobile in 2004. In 2008, Toyota became the world’s largest automaker. In 2010, two more of its brands ended up on the chopping block: Pontiac and Saturn. This left GM with Buick, Chevrolet, Cadillac, and GMC.

In a consumer environment where buying a new car is no longer an important part of the ‘American Dream’, people are increasingly preferring to be driven around in a stranger’s car or buy used vehicles. In this environment, it won’t take long for the red ink to flow. In 2017, GM lost nearly $4 billion. That year, Mary Barra, GM CEO said that the company would be overhauled. Part of this overhaul resulted in GM selling money-draining European car companies and introducing all-new crossover SUVs. The overhaul paid off: GM made $8.1 billion in 2018.

Why Should GM Get Smaller?

Toyota and Honda have done a great job of being profitable with just two brands each. “A volume brand and a premium brand can get the job done. Toyota has proven that,” said Karl Brauer, editor in chief of Edmunds.com, “Cadillac, Chevy, done.”

This might make some Chevy and GMC truck owners angry: there is essentially NO difference between the two trucks beyond minor styling and trim offerings. Chevy is positioned as the mainstream/volume brand and GMC as the premium brand. Pricing has become closer between the two brands over the years. If GM were to streamline its offerings, I believe Chevrolet and Cadillac should be the remaining brands.

Why keep GMC, when Chevy would do? Here’s an example of how close Chevrolet and GMC vehicles are, based on price:

Data source: General Motors

When looking at the number of GM brands, models, and average sticker prices, and comparing this to Toyota, there are some interesting takeaways:

  • The average price of Chevrolet trucks and GMC trucks differ by $1,550.
  • GM only has 6 more models than Toyota (this includes Lexus) (56 vs 50)
  • The average price of all GM models is $35,705 compared to $43,797 for all Toyota models.
  • There are almost as many Lexus models as there are Chevrolet models (25 vs 27) One-third of the Lexus models are hybrid versions.
  • Chevrolet (volume brand) models come in with a higher average price than Buick (a near-premium brand), $33,393 vs $32,597, and both are less than the average price of GMC models ($35,111).

From 2005-2019, GM’s biggest sellers, Chevy trucks, vans & SUVs, and GMC, while essentially selling identical vehicles, couldn’t be any different when it comes to the number of sales. GMC Sierra sales averaged about 36% of Chevrolet Silverado sales. In comparison, GMC Canyon sales were 30% that of its cousin, Chevy Colorado. This suggests that many buyers see that the two brands are similar and decide to buy Chevy because of slightly lower price points. Based on sales data of the last five years, GMC vehicle sales are projected to remain flat over the next five years, while Chevrolet truck, van & SUV sales are projected to increase by about 26%.

Data source: GoodCarBadCar

Data source: GoodCarBadCar

Data source: GoodCarBadCar

Buick sales dropped about 74% between 2017 and 2018. Half of its models saw sales declines between Q3 2018 and Q3 2019 (an average 38.36% decline). The models which saw sales increases during the same period were the Enclave, Encore, and Envision. These models saw an average sales increase of 20.46%. Buick sales between Q3 2018 and Q3 2019 declined by 17.9%.

Data source: GoodCarBadCar

Data source: GoodCarBadCar

Were Oldsmobile & Pontiac Popular?

If you’re thinking Pontiac, Oldsmobile, and Saturn must have been ‘bad brands’ with terrible cars. You’d be wrong. In fact, these brands could hardly be considered sales laggards. Although between 1996-2010, Saturn, Pontiac, and Oldsmobile sales trended downward, this was true with just about any brand leading up to the great recession. During this period, Saturn sold an average of 226,000 cars each year, Pontiac sold about 439,000 cars and Oldsmobile sold 196,000 every year.

Data source: CarSalesBase

Saturn sold about 50,000 cars less per year than Buick’s 274,246 cars between 1996 and 2018. Pontiac sold about 44,000 fewer cars per year than GMC’s 482,671, during the same period. Even Oldsmobile, the brand that probably suffered the worst overall sales figures for a while, sold an average of more cars per year than Cadillac (196,000 vs 180,000).

Data source: CarSalesBase

Data source: CarSalesBase

So, sales were not the biggest factor in shuttering these brands. One of the things that helped make GM into the world’s largest automaker also became its liability. Consumers increasingly found GM’s business model of offering basically the same vehicle across each division, a turn-off. The sales started reflecting this dissatisfaction.

For example, one reason why Pontiac got the ax, is because it was essentially Chevrolet with sportier packaging. Oldsmobile was too much like Buick but less luxurious, but more so than Pontiac. GMC is basically an upscale Chevy truck, van, and SUV brand, and Buick is essentially a ‘near-luxury’ brand similar to Chevy ‘with Cadillac aspirations’. So, my proposal to kill off Buick and GMC isn’t too far-fetched. If GM could ax Pontiac, a brand that many consumers were passionate about, and one that sold relatively well, General Motors could certainly kill off GMC and Buick.

What if All Auto Brands were Made in the Same Factory?

by | May 27, 2019 | automotive industry

In the past decade, we’ve seen the death of General Motors divisions Oldsmobile and Pontiac, Chrysler’s division, Plymouth and Ford’s Mercury. Within those brands were iconic cars such as the Cutlass Supreme, Firebird, and Barracuda. In a world where auto sales are falling, demand for transportation is increasing. All opinion-makers want to blame Millennials for ‘killing’ yet another industry, I believe the automotive industry has not adapted to the changing world as much as it should have. Millennials are a generation that votes with their wallets. If it doesn’t make sense to do, they won’t do it.

People love cars, even the process of buying a car has improved immensely as dealerships have adapted quite nicely to the digital age and buying habits, but owning a car have become too cost-wieldy for younger consumers. When adding in insurance, fuel, and maintenance costs, it doesn’t make sense for a generation with heavy student loan debt to purchase a car that they’ll only need 5% of the time. This brings to light something Bill Gates said at Comdex years ago: “If GM had kept up with technology like the computer industry has, we would all be driving twenty-five dollar cars that got 1,000 miles per gallon.”

What wasn’t said in response to Bill Gates’ comment, but was made into a joke was “Yes, but would you want your car to crash twice a day?”

The joke goes further. We’d have to deal with the following if Microsoft built cars:

  • Every time they repainted the lines on the road you would have to buy a new car.
  • Occasionally your car would die on the freeway for no reason, and you would just accept this, restart and drive on.
  • Occasionally, executing a maneuver would cause your car to stop and fail and you would have to re-install the engine. For some strange reason, you would accept this too.
  • You could only have one person in the car at a time unless you bought Car95 or CarNT. But then you would have to buy more seats.
  • Apple would make a car that was powered by the sun, was reliable, five times as fast, twice as easy to drive – but would only run on 5 percent of the roads.
  • The Apple car owners would get expensive Microsoft upgrades to their cars, which would make their cars run much slower.
  • The oil, gas and alternator warning lights would be replaced by a single “general car default” warning light.
  • New seats would force everyone to have the same size butt.
  • The airbag system would say “Are you sure?” before going off.
  • If you were involved in a crash, you would have no idea what happened.
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Ride-Sharing and Consolidation in the Auto Industry

Lyft and Uber recently had highly anticipated IPOs and although their share prices fell below initial expectations, don’t think these platforms are going away. There are millions of riders across the globe who depend on these ride-sharing companies. It’s only a matter of time when Lyft and Uber and the smaller platforms work out the pesky details of contractor vs employee and how to be profitable and not lose customers. Auto manufacturing companies, in the meantime, continue to be under pressure amid falling sales. As of this writing, Fiat Chrysler Automobiles is seeking to merge with France’s Renault, which would make it into the third-largest automotive manufacturing company in the world after Volkswagen, and Toyota.

Some are calling this a ‘move of desperation’, I differ to think that. I believe it’s a move to first bolster bottom lines, then be able to take advantage of economies of scale, and thereby, save money. The money saved could then be used in electric and autonomous vehicle research. In this coming world, auto dealerships could adapt to become less brand-centric and more of a transportation provider portal. This would not be much different from how retail stores operate. Target or Walmart carries a variety of brands and items which are mostly differentiated by pricing.

Auto manufacturers have a long history of collaboration and this would most likely continue. With many trends coming together in the automotive industry, we may something even more game-changing than mere collaboration and merging. What about a new manufacturing platform that would utilize more 3-D printing, one in which all brands would have access to build their vehicles. Also, automotive manufacturers might build cars using a standardized chassis. A brand would simply attach its car body to the chassis. This could especially work with electric vehicles. Manufacturers could defray costs by teaming up with third-party chassis builders, and they could focus strictly on the car body design, features, and options. This would streamline the manufacturing process and spread costs among all brands. Brands would still have the ability to customize their specific options and trims to their particular offerings.

I am no automotive manufacturer. This is just an idea. I am sure an automotive factory designer could bring up a multitude of reasons why this might not be viable or the intricate processes of manufacturing vehicles can’t be adapted to this model.