In the automotive industry, the term “badge engineering” means multiplying versions of the same vehicle by simply changing a few appearance elements and slapping another badge on it.
When General Motors had up to nine divisions to feed simultaneously, it embraced badge engineering more than any other carmaker. Ten years ago, the GM group included Buick, Cadillac, Chevrolet, GMC, Hummer, Pontiac, Oldsmobile, Saab, and Saturn. They also had Geo and -- briefly in Canada -- Asuna.
How can you sell products from nine divisions all at once? That’s a lot of marketing efforts, advertising budgets, parts production, and dealer support. Quite a few divisions inevitably overlapped each other in regards to target audience.
Back in the '80s, I remember the Chevrolet Cavalier, the Pontiac J2000 and Sunbird, the Oldsmobile Firenza, the Cadillac Cimarron and the Buick Skyhawk as being more or less the same car ,but with different trim, equipment and logos on the grilles.
More recently, the Chevrolet Uplander, Pontiac Montana, Buick Terraza, Oldsmobile Silhouette, and Saturn Relay were easily identifiable as being near copycat minivans with distinct badging.
Today, the Chevrolet Traverse, Buick Enclave, GMC Acadia and (now retired) Saturn Outlook differ only by unique front and rear fascias, however, their powertrains and equipment levels are virtually comparable.
In Canada, all GM products are now sold under the same roof. Would you choose a Chevy Silverado or a GMC Sierra? A GMC Yukon Denali or a Cadillac Escalade? A Chevrolet Equinox or a GMC Terrain? What’s the difference?
Wait. All these examples include a GMC product. If there’s a division that still overlaps the others, it’s GMC. Either scrap it, or make it the exclusive truck division.
In fact, when you look at the product lineup, the distinction between models that share similar platforms and powertrains, such as the upcoming 2013 Chevrolet Trax and Buick Encore mini-crossovers, boast a different look and feel. The buying public may never notice the similarities, and we can’t really call that badge engineering. That’s good.
The problem is still the number of models offered on one showroom floor. GM’s 2013 model range will be composed of no less than 31 nameplates, and I’m not counting the various body styles. Many of them compete against each other. That’s bad, not as much for the buying public, but for GM and its shareholders.
When General Motors had up to nine divisions to feed simultaneously, it embraced badge engineering more than any other carmaker. Ten years ago, the GM group included Buick, Cadillac, Chevrolet, GMC, Hummer, Pontiac, Oldsmobile, Saab, and Saturn. They also had Geo and -- briefly in Canada -- Asuna.
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| Photo: General Motors |
How can you sell products from nine divisions all at once? That’s a lot of marketing efforts, advertising budgets, parts production, and dealer support. Quite a few divisions inevitably overlapped each other in regards to target audience.
Back in the '80s, I remember the Chevrolet Cavalier, the Pontiac J2000 and Sunbird, the Oldsmobile Firenza, the Cadillac Cimarron and the Buick Skyhawk as being more or less the same car ,but with different trim, equipment and logos on the grilles.
More recently, the Chevrolet Uplander, Pontiac Montana, Buick Terraza, Oldsmobile Silhouette, and Saturn Relay were easily identifiable as being near copycat minivans with distinct badging.
Today, the Chevrolet Traverse, Buick Enclave, GMC Acadia and (now retired) Saturn Outlook differ only by unique front and rear fascias, however, their powertrains and equipment levels are virtually comparable.
In Canada, all GM products are now sold under the same roof. Would you choose a Chevy Silverado or a GMC Sierra? A GMC Yukon Denali or a Cadillac Escalade? A Chevrolet Equinox or a GMC Terrain? What’s the difference?
Wait. All these examples include a GMC product. If there’s a division that still overlaps the others, it’s GMC. Either scrap it, or make it the exclusive truck division.
In fact, when you look at the product lineup, the distinction between models that share similar platforms and powertrains, such as the upcoming 2013 Chevrolet Trax and Buick Encore mini-crossovers, boast a different look and feel. The buying public may never notice the similarities, and we can’t really call that badge engineering. That’s good.
The problem is still the number of models offered on one showroom floor. GM’s 2013 model range will be composed of no less than 31 nameplates, and I’m not counting the various body styles. Many of them compete against each other. That’s bad, not as much for the buying public, but for GM and its shareholders.