Why is GM retaining GMC?

[liberalpragmatist]

GM apparently plans to cut 4 of its 8 U.S. market marquees. Hummer and Saab are being sold, Saturn is being shut down or spun off and Pontiac is either going to be completely eliminated or downgraded into a "select nameplate" but not a separate brand.

GM will retain Chevrolet, Cadillac, Buick and GMC.

I understand retaining Chevy and Cadillac - it would be the same model that the Japanese companies have: one bulk nameplate and a luxury nameplate.

I even understand keeping Buick - though its US sales are lackluster, the nameplate is a huge seller in Asian markets, so at least retaining the naming rights and a vestigial U.S. division is probably worth it overall.

And though I think there's a case for retaining Saturn as a budget division a la Toyota's Scion, I can understand why they want to cut it - though its cars are really very good, its sales have been lackluster.

But why are they retaining GMC?! There's nothing unique about the GMC brand and all its trucks are exact copies of Chevy trucks! They even have the same names!

What am I missing?

[rockymountaindem]

1. What the heck is a "select nameplate"?

I don't know why they'd get rid of Pontiac. That's the only slick looking line of cars they've got, IMHO.

[liberalpragmatist]

3. NYT says it may retain the Pontiac name

The implication is that they may, for example, use Pontiac as a model name or develop "Pontiac" as a line of 2-3 Chevy models.

[DainBramaged]

4. Sales just suck (because they have neglected the division)

ONE car (the G6) is in the top 20 in sales. GM lost it's way a long time ago. The screwed up the GTO, brought out the G8 at the wrong time, and never marketed the roadster properly. And the G6 is a MUCH better looking car than the old malibu which it is based on (and many say the new Malibu). The Grand Prix is just a re-badged Monte Carlo now (it USED to be nice, my daughter owns a 2004), which has fallen off a cliff in recent years.

[dkf]

9. If only Pontiacs had a different logo and grill.

Those always bothered me.

[DainBramaged]

2. Because Buick and Cadillac dealers 'demand' a truck division

to "improve" sales. Even though GMC is nothing more than re-badged Chevy.

[Veritas_et_Aequitas]

5. Probably pride and/or nostalgia

GMC is an old, old brand and a core to General Motors. It's probably being held on to simply because of that.

[elleng]

6. Probably makes money for them.

What IS GMC? GMCredit?

[Veritas_et_Aequitas]

7. One of GM's pickup truck divisions, the other being Chevy.

GMAC is their finance division.

[elleng]

11. Aha, then thats the answer.

MAY be the division that does a lot of military work. And I guess pick-ups are popular! (HA)

[RB TexLa]

10. It's not Grabowski Motor Company because there never was a company with that name

It's actually just General Motors Company, and was GMC truck. It was their first dedicated truck line as Chevy came after GMC.

[NYC_SKP]

8. Asked differently, "Why does GM need Chevy trucks AND GMC products?"

And I agree, there just has never been much difference. Same lineup, different nameplates and pieces of stupid trim.

[Faryn Balyncd]

12. The GM auto that I would consider buying would have been a Saturn (like my daughter's).......

[Kokonoe]

13. GMC has thicker sheet metal.

and so cost $1,300 dollars more.

sarcasm, its like free money

[DainBramaged]

14. No they don't, they are built on the same assembly line as Chevy trucks

the only difference are the stinking badges, read up a few posts.

[Kokonoe]

15. OK, I know. But people pay more just for the GMC emblem.

Sorry for the misplaced sarcasm tag.