Editorial stating Niche is the place for Pontiac

[Fformula88]

He uses the Solstice as an example of what the Pontiac brand should be.

Niche brand is exactly what Pontiac should be | Jacksonville.com

Niche brand is exactly what Pontiac should be By Mark Phelan Story updated at 8:25 AM on Saturday, Jan. 10, 2009 General Motors' plan to make Pontiac a niche brand is a public acknowledgment of where the brand was already headed, and a move that frees Pontiac to fill the role that suits it best in GM's lineup. Pontiac's previous twin goals of simultaneously being GM's performance brand and its own division required to sell hundreds of thousands of vehicles a year clashed like plaid pants and a striped shirt. Pontiac, which shares its dealerships with Buick and GMC, doesn't need to offer high-volume, middle-of-the-road midsize sedans and compact cars to be successful. Buick's and GMC's brand characters - understated elegance and industrial-design looks and capability, respectively - are both better fits for high sales. They can cover dealers' overhead, freeing Pontiac to relentlessly pursue drivers who want something sexy and different. Pontiac executives got seduced into thinking they could be Chevrolet, only faster and better-looking, because the GTO moved from cult hit to pop-culture icon in the 1960s. The GTO, though, was a one-hit wonder. Trying to duplicate it left Pontiac product planners failing again and again as they sought to build cars that excited enthusiasts without intimidating mass-market shoppers. As a niche brand, Pontiac can specialize. The outstanding G8 sport sedan and the curvaceous Solstice roadster no longer have to be embarrassed by dowdy cousins like the G6 midsize sedan and Torrent compact SUV. Every G6 and Torrent sold undermines Pontiac's value. Not because they are bad vehicles, but because they are fundamentally inconsistent with what Pontiac claims to be. The Torrent is essentially a Chevrolet Equinox with Pontiac's "dart" badges and minor chassis tweaks to make it the teensiest bit sportier than the Chevy. The bland G6 sedan cannot compare to the elegant and popular Chevrolet Malibu, with which it shares its major systems. The plan to refine Pontiac's focus is already well under way. The Torrent will be replaced in 2009 by the GMC Terrain, a compact crossover with GMC looks. The lovely Buick LaCrosse sedan that debuts at the North American International Auto Show in Detroit next week should offer enough style and features that nobody will notice when the last G6 rolls off the assembly line and into a Hertz lot. If GM sees this plan through, Pontiac's model line could consist of roadsters, sport sedans, head-turning coupes and convertibles like the appealing G6 two-door twins. That's a far cry from, and a far better fate than, the days when Pontiac witlessly built ill-advised vehicles like the Trans Sport minivan and Aztek crossover in a futile attempt to build sales volume for what is inherently a niche brand. Mark Phelan is the auto critic for the Detroit Free Press. He can be reached at phelan@freepress.com.

Now, with Pontiac becoming a sexy, sporty niche brand, GM needs to get back to the engineering work on the next generation kappas.

[Snugglebear]

I'm simply happy that, for the first time in many, many years, Pontiac has an identity and a strategic vision from GM.

[Fformula88]

Originally Posted by Snugglebear I'm simply happy that, for the first time in many, many years, Pontiac has an identity and a strategic vision from GM.

I would be happy with that too, but I am not sure they do.

If their 4 products are going to be G8 (large sports sedan), G5 (small economy 2 door coupe), Vibe (economy wagon/Toyota clone) and Solstice (small purpose built sports car) I am not sure what their identity is.

Is it performance, with the Solstice and G8 (could also be G5, but no GXP version to match Cobalt SS, and no performance Vibe)?

Economy, with the G5 and Vibe (and maybe Solstice)?

Just cars (Isn't Vibe marketed is a small CUV?)

High Style with the Solstice (and maybe G8, not really G5 or Vibe)?

High level of ammenities (G8)?

Back to basics/entry level (Solstice as back to basics roadster and Vibe, since G5 is generally higher equiped, more pricey than sister Cobalt)?

Maybe it needs time to flesh itself out... but these four choices still make the brand image look awfully confused.

[Snugglebear]

Youth/performance. It will evolve one direction or another once they have enough cash to actually invest in new products. They had to take what's on the shelf right now and make it work within their target framework.

[stang]

Originally Posted by Fformula88 I would be happy with that too, but I am not sure they do. If their 4 products are going to be G8 (large sports sedan), G5 (small economy 2 door coupe), Vibe (economy wagon/Toyota clone) and Solstice (small purpose built sports car) I am not sure what their identity is. Is it performance, with the Solstice and G8 (could also be G5, but no GXP version to match Cobalt SS, and no performance Vibe)? Economy, with the G5 and Vibe (and maybe Solstice)? Just cars (Isn't Vibe marketed is a small CUV?) High Style with the Solstice (and maybe G8, not really G5 or Vibe)? High level of ammenities (G8)? Back to basics/entry level (Solstice as back to basics roadster and Vibe, since G5 is generally higher equiped, more pricey than sister Cobalt)? Maybe it needs time to flesh itself out... but these four choices still make the brand image look awfully confused.

It just needs time. One thing's for certain. The "G" naming needs to go away. Pontiac has some of the most creative and cool product names in the history of automobiles and needs to use them. (Catalina, Bonneville, Grand Prix, Tempest, Firebird, Sunbird)

• The Vibe - I'm hoping after the next restyling (4 years) will become a Chevy again.
• The G5 - I'm hoping will a) be renamed (Tempest?) and b) become RWD from the upcoming small Caddy platform.
• The Solstice - Really needs a 2010 refresh. (bumpers,hood,interior) and DI for the N/A model.
• The G8 - Great start. Needs a coupe/vert model. Renaming it the Grand Prix would help too.