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General Motors is rushing to rationalize its surviving divisions in the face of declining market share.
It has taken the world's largest automaker a long time to realize it can't keep offering the same warmed-over vehicles under different nameplates. Each division must have its own personality if it is to survive.
Like all giant corporations, GM has been slow to turn things around, but you knew they were getting serious when they dropped Oldsmobile, one of the world's oldest marques. Then Cadillac underwent drastic changes to break away from its image as an old geezer's car.
Now, every surviving GM division is undergoing radical surgery. This week, the spotlight is on Pontiac.
Chris Douglas, GM Canada product development specialist, recently shared with the media the company's vision for Pontiac.
Once known as GM's performance division, Pontiac drifted away from building hot cars like the legendary GTO and Judge of the muscle-car era. The iconic Pontiac Firebird was allowed to wither and die.
Douglas says there will be four phases to this turnaround.
First, Pontiac is changing its design climate to "a more mature, sporty level."
Second, Pontiac will offer unique cars not shared with other GM divisions. Douglas says the new G6 coupe/convertible, with its retractable hardtop, is an example.
Third, Pontiac will be resurrecting its performance image.
Fourth, Pontiac will be concentrating on passenger car development "in a performance vein."
Douglas says a new GTO is very much a vision of the future Pontiac division and Pontiac will get involved in sports car racing, leaving NASCAR to the good ol' boys at Chevrolet.
Douglas says the new GXP version of the hot-selling Solstice roadster "is the true essence of what Pontiac is about today."
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