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| GM Orion Assembly Center in Lake Orion, Michigan Photo Credit: General Motors |
THE HIT: As a Detroit native with family ties to the automotive industry, I am happy to learn that General Motors will invest $145 million in its Orion Township assembly plant for the purpose of building small cars. It means saving jobs in the heavily depressed Southeast Michigan area and allowing good auto workers to continue doing what they do best-- build cars.
I also hope this new investment is another indication that growth continues following the rebirth of GM, which is an integral part of America's fabric. It has been great watching the company come back behind the introduction and success of several new models including the Chevrolet Camaro, GMC Terrain, Cadillac CTS Coupe, Buick Lacrosse and others. Today's announcement included news that Buick's upcoming new small car offering will be among the models manufactured at the Orion plant. Officials even released a photo of the planned model.
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| 2012 Buick Verano Photo Credit: General Motors |
THE MISS: Unfortunately, that photo is not very effective. I'm not sure what the marketing department hoped to accomplish with this photo of the upcoming Verano. All it shows is the grille, a headlamp, part of a wheel and a section of the hood. The included caption says it's "the all-new Buick Verano," but based on the photo, I'm not convinced. Is it just me, or does anyone else feel this could be the photo of any model in the Buick lineup? Hmmm…
ANOTHER MISS: I checked out the Buick site seeking more information and maybe more photos of the Verano and found a link to Buick's Facebook page asking folks to share their reactions to the car. Huh? Can you really react to a car when all you've seen is the grille, a headlamp, part of wheel and a section of the hood-- all of which look like the same items on a Lacrosse or Regal? If the marketing folks are reading the Facebook posts, they know some folks aren't impressed. At least not yet. And several brought up very good points:
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| 1982 Cadillac Cimmaron Photo Credit: General Motors |
Kevin Bond: "Why, again, does a near-luxury brand need a compact?"
Thanks for jarring my memory, Kevin. Does anybody remember Cadillac's huge debacle with the compact Cimmaron?!?!?
Eric Casillas: "I am hoping that General Motors does not start making more rebadged vehicles!!"
Dave Immel: "GM is falling back into the same old mold... Even if it's about the corporate fuel economy rating, don't re-badge vehicles again!"
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| 2011 GMC Terrain Photo Credit: General Motors |
It is very likely that there will aways be an element of rebadging in the auto industry. While exclusive models sound great, developing a platform for only one model is expensive. Develop that platform for multiple models and the costs get spread out. The key is making the various models different enough in appearance, performance and trim levels to make consumers think they are exclusive models. The current Chevrolet Equinox and GMC Terrain are good examples of current rebadged models. Think back to the failed Cadillac Cimmaron experiment-- it was a Chevrolet Cavalier with cheap leather seats. Bad, bad, BAD!!!!!
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| 2011 Chevrolet Equinox Photo Credit: General Motors |
If the Buick Verano will-- essentially-- be a rebadged Chevrolet Cruze, GM had better be planning one heck of a car because marketing for the Cruze compares it to the likes of Cadillac and Lexus. That's not exactly what you would expect to hear about a Chevy. So, how will the Buick version top that?
What do you think?
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