Wouldn’t you really rather have a Buick?

Either GM or its government-appointed masters, if asked, will tell you that the rationale behind cutting brands is simple: same number of cars / fewer nameplates = reduced costs.

There’s just one hitch in that logic: contrary to their expectations, they’re not going to sell the same number of cars. Saabists aren’t going to migrate en masse to Chevrolet, to the extent that there’s any masse to migrate in the first place.

And they shouldn’t expect anything different from Saturn fans:

I’m sold, and I’m loyal. I’m probably an advertising agency’s dream. So, the fact that I’ve been a Saturn driver for the last ten plus years should be no surprise. And with a car-buying decision likely in my future in the next few years, I had intended [to] stay the course. However, the tragically poor operation of what I call a foundational American company has led to the collapse and inevitable vanishing of a brand and its fiercely loyal customer base. And make no mistake brand saboteurs (you know who you are), we are quite pissed-off about it.

Which means, inevitably:

Well, farewell Saturn. You will be missed. Deeply. And as to not reward those that most failed you and us, I pledge to do my very best to never buy another GM product again. They did not try hard enough to keep you. And I will not try hard enough to keep them.

(Title explained here.)


  1. McGehee »

    20 December 2009 · 2:04 pm

    What’s the current word on the other car company named after a planet?

  2. CGHill »

    20 December 2009 · 3:12 pm

    I am not hopeful about Mercury. The Sable is dead; Ford says that the Milan will continue at the top of the line, and that Mercury will be given “premium” small cars that presumably duplicate neither Ford nor Lincoln offerings. I read this to mean that they’ll sell a version of the European Ford Mondeo, which would probably slot under the Fusion/Milan twins.

  3. McGehee »

    20 December 2009 · 4:58 pm

    If only GM hadn’t pulled the plug on Geo.

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