I identify the following problems with GM:
1) Fragmentation of similarly-focused brands into competing sales channels.
2) Lack of brand focus
3) Lack of any umbrella leadership whatsoever resulting in fifedom mentality and management capitulation to dealer whining.
To remedy these points:
1) Restructure dealership sales channels into more product-focused, rather than price-focused, groupings.
---> a) Split Chevrolet into Chevrolet and Chevy Trucks. Chevrolet channels sell passenger cars and MPVs, Chevy Trucks sells trucks/SUVs. Chevrolet uses the global "Chevy" logo (chrome bowtie inscribed within a circle), while Chevy Trucks continues use of the chrome-outlined gold bowtie.
---> b) Sales channels will be clustered as follows:
Chevrolet/Saturn
Chevy Trucks/GMC[/HUMMER]
Pontiac/SAAB
Buick/Cadillac
---> c) By clustering similar product divisions, dealerships can capitalize on upselling to both their own and GM's benefit. For example, the Chevy Trucks/GMC/HUMMER dealership can upsell to higher-margin GMC/Denali vehicles without competing internally with Chevrolet. Uplevel Chevy Trucks and entry-level GMCs will be discontinued, so both brands can have some breathing room and cater toward the market perceptions of each brand. If HUMMER still exists, it should be positioned as offroad-ready, bare-bones SUVs made for offroading and getting mucked up. If a consumer wants a luxury SUV, they go to the GMC Denali model.
Likewise, Chevrolet and Saturn compliment each other well, as both brands are focused/perceived as mainstream vehicles. Both already share, or are slated to share, similarly-platformed vehicles, thus allowing the dealership to market/sell the vehicles similarly, but utilize Chevrolets for the price-conscious and Satrns for the more premium-minded buyers. As above, uplevel Chevrolets and entry-level Saturns are eliminated to reduce price overlap. A loaded Malibu should be priced similarly to a base AURA, which should be much more contented than currently available.
Pontiac and SAAB get paired up as both are perceived/have been focused as sporty. Both brands are sporty in very different ways, but Pontiac is still best remembered as "Driving Excitement" and SAAB is "Born from Jets." Pontiac should get RWD, while SAAB maintains FWD.
Buick and Cadillac should be paired together as they both represent luxury divisions. Cadillac should continue to focus on BMW, Mercedes, and Infiniti, while Buick should focus on Lexus, Acura and Lincoln.
2) Since dealerships are now grouped by product focus, GM will be free to make a luxury product decision without pitting B/P/GMC against Cadillac/HUMMER. GM can make a mainstream sedan decision without pitting Chevrolet against B/P/GMC and Saturn. This allows the dealerships and the overall GM umbrella of brands to pursue the same goals at the same time; trucks are handled by one sales channel, mainstream vehicles are handled by another, sporty vehicles are handled by yet another, and luxury by another.
---> BUT WAIT!! Doesn't Chevrolet make performance vehicles under the SS moniker? Well, maybe when talking about the Camaro or the Corvette, but let's be honest--a Malibu SS is assinine. This channelization will still allow Chevrolet to drop a large engine in a low-volume production run of any of its entry-level models and call it an SS. This would be very similar to the original muscle cars, these would be limited edition models not always in stock/production, and could be cycled on and off of production as necessary to build excitement for model lines as needed.
3) As far as platforms go, Chevrolet/Saturn should be FWD almost exclusively, with Camaro, Corvette and a smaller, premium cute-convertible like the SKY available in RWD. Pontiac and Cadillac should be exclusively RWD. Lower-priced, higher-volume Pontiac would help defray engineering costs for Cadillac RWD platforms, and occasionally the odd RWD platform could be made available to other divisions (like Zeta). Buick would primarily be FWD, with the odd premium RWD vehicle thrown in for good measure. SAAB would be exclusively FWD. GMC/Chevy Trucks[/HUMMER] would be on truck platforms. Duh.
4) GM leadership needs to grow a backbone. Make a decision and stick to it. Do not compromise on quality of execution because dealerships are clamoring for new product NOW. They always will. The difference is whether GM releases a halfbaked next-gen that, while a marginal improvement over the current product offering, they will be stuck with marketing for the next 5-6 years, or if they wait to release their products when they are truly exceptional (even if this means delaying releases a year) so they can sell an exceptional product long enough that its replacement comes BEFORE sales are in the toilet and dealerships are screaming about accelerating releases.
5) Each sales channel as outlined above will function internally as a division. Instead of 8 division leaders infighting over scarce development dollars, 4 will. 1 car guy, 1 truck guy, 1 luxury guy, and one sport-minded guy.
6) All sales channels will use the Saturn model: no-haggle pricing. I can't haggle at Best Buy over the price of a 72" plasma TV, so why should prices at a dealership be negotiable? Do I get a worse deal because the salesman is a Tau Kappa Epsilon and I'm a Theta Chi? C'mon...everyone pays the same price. Sales can happen, just like they do at Crate & Barrel, but price-haggling sucks, and if all of GM would abandon it, then it would have a real marketable advantage.
Those are my proposals. I'd love to hear some feedback, and maybe overnight I'll think of some additional ideas.