But GM's new product czar is shooting a tad too high in planning to benchmark Pontiac against BMW. The two brands offer little basis for meaningful comparison: BMW is a premium import, Pontiac a bread-and-spread, mass-market people hauler.
BMW is an upscale, aspirational brand that yields a price premium across the model lineup. And that price premium allows it to build a level of engineering and sophisticated performance into every vehicle that Pontiac cannot hope to achieve within GM's cost structure. It's good to shoot high. The trick is to avoid overreaching.