With those tent poles in place, LaNeve believes, GM ''can gain an even stronger foothold in the market by offering tightly focused complementary brands -- brands that will stand out on their own terms, and dominate certain segments.''
And unlike its Toyota or Nissan competition, LaNeve pointed out, these brands -- GMC, Pontiac, Buick, Saturn, Saab and Hummer -- can offer vehicles that are very specific, rather than shipping millions of identical vehicles all over the world.''
GM's complementary brands won't succeed as ''Little Chevrolets'' or less-expensive Cadillacs, LaNeve said. ''They have to be distinctive, differentiated products with easy-to-grasp brand promises.''
LaNeve said Hummer has built a ''bulletproof identity as a daring, go-anywhere brand. People buy a Hummer because it's the ultimate off-road vehicle, although most of them will never take it off road.''
Pontiac is the brand that offers what LaNeve called ''Seductive Performance,'' which are ''sexy new cars with muscular, taut lines that make them look fast even when they're standing still.'' The Solstice roadster and the G6 coupe and convertible give a good idea of where Pontiac is headed, he said.
GMC is building strong equity as the ''Professional Grade'' of better-built, higher quality trucks,'' LaNeve said.
Buick's mission is to ''regain its position as a premium brand with luxury product cues that nobody else can match for the price.'' LaNeve said this means ''product differentiators like graceful exterior design, finely crafted interiors, the quietest cabins in Buick's competitive set, and above all, quality builds.''
He promised a ''great full expression of Buick's promise when we launch the Lucerne this fall.''
Saturn has strong brand equity as a company who cares about customers, LaNeve said, and has only lacked a couple things -- ''product and more product.'' Over the next few years, he said, GM plans to double the Saturn portfolio with products ''that will offer its loyal customers new alternatives, while reaching a host of new customers as well.''
These ''engaging new Saturns will hit customers where they live with cutting-edge sheet metal, technology and performance,'' LaNeve said. ''The Sky roadster, which we'll introduce in 2006, sends a pretty bold message about what's to come from Saturn.''
As for GM's Swedish brand, the company will ''strengthen Saab's focus as an intelligently inspired near-luxury brand offering status-conscious buyers the newest, most-contemporary style and sophisticated performance.''
photo:GM of Canada
And unlike its Toyota or Nissan competition, LaNeve pointed out, these brands -- GMC, Pontiac, Buick, Saturn, Saab and Hummer -- can offer vehicles that are very specific, rather than shipping millions of identical vehicles all over the world.''
GM's complementary brands won't succeed as ''Little Chevrolets'' or less-expensive Cadillacs, LaNeve said. ''They have to be distinctive, differentiated products with easy-to-grasp brand promises.''
LaNeve said Hummer has built a ''bulletproof identity as a daring, go-anywhere brand. People buy a Hummer because it's the ultimate off-road vehicle, although most of them will never take it off road.''
Pontiac is the brand that offers what LaNeve called ''Seductive Performance,'' which are ''sexy new cars with muscular, taut lines that make them look fast even when they're standing still.'' The Solstice roadster and the G6 coupe and convertible give a good idea of where Pontiac is headed, he said.
GMC is building strong equity as the ''Professional Grade'' of better-built, higher quality trucks,'' LaNeve said.
Buick's mission is to ''regain its position as a premium brand with luxury product cues that nobody else can match for the price.'' LaNeve said this means ''product differentiators like graceful exterior design, finely crafted interiors, the quietest cabins in Buick's competitive set, and above all, quality builds.''
He promised a ''great full expression of Buick's promise when we launch the Lucerne this fall.''
Saturn has strong brand equity as a company who cares about customers, LaNeve said, and has only lacked a couple things -- ''product and more product.'' Over the next few years, he said, GM plans to double the Saturn portfolio with products ''that will offer its loyal customers new alternatives, while reaching a host of new customers as well.''
These ''engaging new Saturns will hit customers where they live with cutting-edge sheet metal, technology and performance,'' LaNeve said. ''The Sky roadster, which we'll introduce in 2006, sends a pretty bold message about what's to come from Saturn.''
As for GM's Swedish brand, the company will ''strengthen Saab's focus as an intelligently inspired near-luxury brand offering status-conscious buyers the newest, most-contemporary style and sophisticated performance.''
photo:GM of Canada