Seems silly now, how obvious it was all along: what ails GM is how it markets and prices its products. At least that is what they’d have you – and us – believe. At the opening breakfast of the 2005 NY Auto Show, Gary Cowger, GM president of North America, spoke about hard times, value, and ’64 Buick LeSabres. It may well be the last Buick he talks about for awhile.
Reports persist that GM may have to eliminate another brand – and that the likely victim would be Buick, or Pontiac. In the meantime, however, Cowger laid out a marketing plan that focuses on value, and that value will include the lowering of sticker prices. As part of their “value” focus, GM will move toward making OnStar a standard feature on all vehicles, and stability control standard on all vehicles by 2010. Car buyers can also expect many more new products from GM in the next two years; Cowger claimed that GM is on track to debut 17 new products in 2006 and 2007.