Akerson: Overlap of Chevy and Opel in Europe Remind Him of ‘Retro GM’, Buick Could Use Flagship

Saying that he's frustrated by the "confusing" overlap between Opel and Chevrolet products in Europe as GM tries to grow the latter as a global brand, General Motors CEO Dan Akerson likely is signalling a change in the automaker's strategies for Chevy and Opel on the continent. "It is of concern to me," Akerson told Automotive News. "Something has to change. I just think there's channel conflict and confusion." Akerson said that the product overlap reminds him of "retro GM", when brands like Pontiac and Oldsmobile competed for customers with Chevrolet.

Though GM has tried to move Opel upmarket, leaving market space for Chevy as an entry level brand, European consumers continue to see both brands as mainstream choices.

Akerson said that GM is working on a plan to resolve the problem, without, of course, providing any specifics. "It is something we are going to resolve one way or another," he said.

Concerning GM's Buick brand in the United States, Akerson amplified GM North America president Mark Reuss earlier statements about a brand topping flagship. When asked if GM's entry luxury brand could use a flagship, Akerson said, "Probably."

Reuss recently said that he'd like to put an exclamation point on Buick's revival with "a much more beautiful Panamera," referring to Porsche's four door executive sedan. Those remarks came after Reuss already told the Automotive News that "something special for Buick, I think, is really needed for the next phase of where that brand is going," citing the possibility of a flagship. It's been suggested that some kind of coupe or personal luxury car, perhaps named Riviera, would be just the halo car that Buick dealers need.

Any Buick flagship would necessarily have to be considered in the face of possibly cannibalizing sales from Cadillac, which is said to be developing its own rear wheel drive flagship sedan. However, if a hypothetical Riviera was made, it would likely be a coupe, not a sedan, so there might be a niche for a Buick flagship. Cadillac currently doesn't offer a two-door, the CTS coupe being discontinued as a new generation CTS sedan has been launched.

Akerson told the Automotive News that GM is indeed wary that a top-end Buick might take customers from Cadillac.

"We haven't made a firm yes-or-no decision, so I want to keep the door open that we might have a [Buick] flagship," Akerson said. "It all depends what we do with Cadillac over time."

from The Truth About Cars http://www.thetruthaboutcars.com

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