GM Will Keep Most of Its 82 Models

09/04/96

Reuters reported that a Wall Street Journal article says that General Motors has decided to keep most of its 82 models, although it will revamp many of them to target particular consumers and to differentiate them in the market.

Critics of the corporation have suggested that GM should get rid of its many individual models. Although GM will eliminate some models, it will introduce just as many new vehicles over the next several years.

GM's revamping of existing models will aim to distinctly define the differences between Pontiacs and Chevrolets and between Buicks and Oldsmobiles. Toward that goal the corporation will use a "brand management strategy," said G. Richard Wagoner, GM's executive vice president responsible for restructuring GM's North American vehicle unit.

Traditionally GM defined itself by offering many vehicle models through six marketing divisions with separate dealership systems. Wagoner said that GM will maintain about the same number of models, because every existing vehicle has a potential customer base that the corporation doesn't want to abandon. Additionally, GM hopes to capitalize on the truck boom by producing more pickups and sport utility vehicles.

Paul Dever -- The Auto Channel