A Pontiac is not a BMW


Bob Lutz is right as rain in wanting to pump some "sophisticated" performance and handling into the Pontiac brand, which once stood for performance.

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.

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.