Quote:
Originally Posted by Martinjlm
Good post. I will only try to add a little flavor to it from a former insider’s point of view. I was actually in the room for a number of the events and decisions around both vehicles.
Chevy SS
Actually was a derivative of a derivative. Tom Stephens (Powertrain VP, my boss’s boss at the time) and Bob Lutz collaborated to make the Holden based Pontiac GTO happen. When Pontiac went “boom” the decision was made to shift the vehicle, by then named G8, to Chevrolet portfolio. There was practically no budget for this. Basically, give it Chevrolet brand elements and keep it moving. There was some debate on the name. I was part of a small, loud, but not very powerful contingent suggesting it be called Chevelle. Clearly that didn’t work.
Cruze
Cruze didn’t really fail. Sales were actually quite good at the point in time the decision was made to punt it. Pulling it was part of the strategic exit of sedans. I was gone from GM by the time the exit was executed, but I was really surprised at the timing. Volt was exited at close to the same time since there was a lot of component commonality.
***EDIT*** Meant to point out that the reason there was never any real push to generate volume for GTO, G8, or Chevy SS is because there is a hard cap on the number of vehicles any company can import from Australia. I think the number is 30,000. This is why GM had to basically duplicate a Zeta platform module in Oshawa to build Camaro on Zeta. If you draw the conclusion that Lutz and Stephens pushed the GTO to confirm Zeta as an appropriate platform for Camaro you wouldn’t be totally wrong. The Oshawa module would never have happened if there was no GTO. Without Lutz and Stephens pushing the issue there would have been no GTO.
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Very informative; Thank you. This answered a few questions that I had concerning SS, Cruze and the Holden program. I still believe that timing was an enemy of GM when it came to the 'SS. I get it that there was a limit on the amount of exports to the US; However if the Holden G8 had proved to be popular and selling, it might have given Pontiac the needed shot in the arm (Pontiac's demise had other factors, however) It might have required more investment from GM, as the Camaro program was being developed, and Cadillac's CTS was a derivative of the Zeta platform. The CTS was a success as it handily outclassed its German rivals, sending them back to the drawing boards.
Cruze; I can see now how it was shelved. GM was eager to pursue the crossover market, which at this writing is still white hot. I can accept that as an answer because it was their business assessment at that time. I am doubtful as whether it was the best solution, but time could play that out. GM seemed to have resolved its company wide quality problems even from last decade, so it wasn't that Cruze was a bad product. Chevy made a smart product creation by focusing on the small car market and crossovers at the same time; The TrailBlazer.
However, it is hard to ignore that GM made some very deep cuts that caused several good ideas to fall to the waste side. The Holden cars had great engineering but suffered with identity issues as a result of neutral styling. Both the GTO and G8/SS could have been hits with the right styling and handling (like the 5th gen Camaro). The Cruze could have been handled as a rival to corolla and civic and the small Hyundai and Kia variants.
Perhaps if the crossover trend lasts longer then GM may actually come out ahead. We'll see.
Edit: Chevelle. A very successful past product of Chevrolet. I feel if the name is to return, it will have to have a definite objective and nothing short of excellent planning and handling of its image and sales. I am not too keen on re-using old name plates, but Chevelle signals a time of youth, happiness, great performance and appearance. Its name sake should represent those elements.